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NEW YORK — Coty Beauty U.S. hopes to spark its Jovan franchise with the launch of Heat Man, the brand’s first men’s introduction in six years.
Jovan Heat Man is actually two scents in one — Fired Up, a mix of fig and black currant; melon and white ginger, and violet and musk, and Hot Bod Musk, a blend of mandarin and bergamot; lavender and cardamom and patchouli and musk.
“We’re trying to keep the brand fresh and exciting,” senior marketing manager Linda Kaap said of the 32-year-old Jovan franchise. “We are investing in our classic brands like Jovan and we felt it was the perfect time to bring out something new for men.” With the introduction, which represents Jovan’s fifth men’s introduction overall, Coty Beauty is targeting 18- to 34-year-old males.
“Jovan Heat is an effort to introduce Jovan to a new, younger user,” said Teri Siegel, vice president of marketing for Coty Beauty U.S. The median age of male Jovan consumers is about 35 years old, she noted, and Musk for Women (Jovan’s first scent), Musk for Men and White Musk are the brand’s biggest fragrances. The company wanted to put a new spin on its Musk concept with Hot Bod Musk.
Each Heat Man scent comes in two forms, an 8.4-oz. body spray for $7.99 and a 4-oz. aftershave splash for $11.49. Both fragrances were formulated by International Flavors & Fragrances.
The Heat scents began reaching mass market outlets two weeks ago and are expected to be in Jovan’s full distribution of about 20,000 doors by the end of the month. Industry sources estimated Jovan Heat Man could register first-year retail sales of $15 million to $20 million, or about 40 to 50 percent of the Jovan brand. Plans call for the four scents to first be merchandised individually and then in holiday gift packs, which will pair together each body spray and aftershave.
Coty Beauty plans to support the Heat launch with about a million scented impressions, in-store sampling and e-mails, to be sent to recipients from Jovan’s customer database. Radio advertising is planned for local markets.
This story first appeared in the July 23, 2004 issue of WWD. Subscribe Today.
— Matthew W. Evans