Cosmopolitan Getting Into Fragrance With Ashley Benson as Face

The world doesn’t need another celebrity perfume line, but how about one from a magazine? For Cosmopolitan, part of Hearst Magazines, expanding its branded product was not taken up lightly, but it landed on fragrance for its foray into the beauty category. Hearst executives started discussing a partnership with Luxe Brands, the company behind Ariana Grande and Justin Bieber’s fragrance lines, over a year ago and the result is a line of four scents set to roll out with Ulta in all doors, exclusively through the end of the year. This is the first time Luxe has partnered with a magazine.  Cosmo will go full out with advertising in print and online for Eau de Juice, so named because “juice” is slang for perfume in the industry, and Ashley Benson of “Pretty Little Liars” is the main spokeswoman, a move sure to get plenty of younger women to try a bottle or two. But the name of the magazine is actually nowhere to be found on the bottle. It only appears in small white type on the bottom of the retail packaging saying that Eau de Juice is “served by Cosmopolitan.” Giving the perfumes (packaged to look like slightly crumpled juice boxes and

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