Five years ago, DKNY took the beloved apple – the universal symbol of seduction as well as the icon of New York City - and bottled it with love. DKNY Be Delicious was the first to extract the fruit's delectable juice for its scent alone and the results were tantalisingly juicy – and irresistible. The world instantly took notice. A men's scent came next. Then followed other Delicious fragrances, all best-sellers. And the rest is history.
What makes Be Delicious so irresistibly appealing is that it speaks to the idea of living life to the fullest. The apple inspires and embraces a spontaneous spirit. You take a bite, and a world of possibilities unleashes. It invites you to seize the opportunity because in New York, anything can happen. A sexy moment, a chance encounter. The feeling is simply delicious. Today, there are roughly four million bottles a year sold. That's approximately 11,000 a day, about 450 bottles an hour, almost 8 bottles a minute.
The future looks even more Delicious, as the story continues to unfold. This August the DKNY Be Delicious Eau de Toilette Spray will be introduced. It is everything you love about Be Delicious only lighter, brighter and more refreshing. The juicy American apple note, a natural extract, is surrounded by the crisp green wetness of grapefruit and magnolia. At the heart lies tuberose, white muget, rose and shining violet; finished with smooth sandalwood, blond woods and white amber. This new Be Delicious is packaged in a clear bottle with clear juice and a green dip tube. The logo on the carton is also white to symbolise its lighter approach.
Five years old, DKNY Be Delicious is now far more than a fragrance; it's a New York City state of mind, a way of life, a promise of what could be. The consumer is a modern day Eve, a woman spirited, spontaneous and naturally sexy. In addition to the original Be Delicious, the family of scents includes Be Delicious Fresh Blossom and Delicious Night, as well as a variety of seasonal, limited edition versions. Like the city that inspired it, DKNY is ripe for love, life and adventure. It is simply DELICIOUS.