HAMBURG — Jette Joop has gone back to her jewelry-designer roots for her newest scent, Dark Sapphire.
The scent, which is Joop's third, is set to hit shelves today across Germany, Austria, Switzerland, Belgium, the Netherlands and some Eastern European countries, as well as travel retail.
Dark Sapphire will be flanked a month later by the designer's new jewelry collection, called Forever, at the German jewelry chain Christ — and accompanied by a joint marketing strategy for the fragrance and jewelry lines.
Promotional emphasis is to be on point-of-sale activities, including fragrance fountains and spray samples, said Steffen Seifarth, Lancaster's general manager, at a press launch here. Activities also are planned to tie in the Forever jewelry range, which features large silver and dark blue crystals.
"We are putting the fragrance in the windows of Christ," said Seifarth. "The national launch will go to full selective distribution at once [to 2,500 selective doors]. Germany will be dark blue in March."
Activities for customers also will include a game in which they can win a piece of the Forever jewelry, while Joop herself will be touring stores across Germany and at least one city in Switzerland.
The scent, created by Jacques Huclier of Givaudan, is described as an oriental fruity gourmet. It has Italian mandarin and morning dew top notes; a heart of heliotrope, rose and gingerbread, and base notes of white amber, diamond musk and a touch of sandalwood.
"It is emotional, as a woman, finding the piece of jewelry that you love," said Joop, adding that the scent "is very fresh at first and then very sexy at the end."
Sales of the perfume are expected to reach roughly $20 million in the first year, on par with Jette by Night, the designer's second scent.
A 30-ml. version of Dark Sapphire will be priced at about 28 euros, or $42.94 at current exchange; a 50-ml. size will be priced at 38 euros, or $58.27, and a 75-ml. bottle will retail for 48 euros, or $73.61. A body lotion, shower gel and deodorant spray, which will accompany the scent, are all priced at 15.50 euros, or $23.77, for 150-ml. bottles.Joop stars in visuals for the scent, shot by Peter Lindbergh in Berlin. She also designed the bottle, which has a square sapphire blue top, silver collar and what she describes as architectural influences. Joop's JJ logo is cut into the bottom of the bottle.
Joop's scents have done well in Germany, where she is known not only as the daughter of designer Wolfgang Joop, but as a designer and celebrity in her own right.
Seifarth said, "She has matched our expectations. As a brand, [Joop] is clearly in the top 15 in Germany, which, coming from zero, is something most other brands do not manage to do."
But her fragrances also have established themselves in other European countries as well as parts of the Middle East, noted executives, who are interested to see if Dark Sapphire might become popular in Asia.
"Which parts of Asia where it might take depends on the juice," said Stefanie Fitzgerald, vice president of marketing at Coty Prestige. "Asia goes for lighter juices generally. This starts fresh, but gets sensual and deep later."
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews