NEW YORK — For her fourth fragrance, pop icon Jennifer Lopez said she is looking to showcase a few facets that helped catapult her to stardom: among them, her vivacious energy and dance ability.
"Live Jennifer Lopez is probably revealing the core of my inner being, more an attitude and a way to think," Lopez told WWD. Her fragrance portfolio includes Glow by JLo, launched in September 2002; Still Jennifer Lopez, launched in October 2003, and Miami Glow, launched this February. The new addition launches in October. "[I see it as] a complex and still changing, evolving spirit with a constancy that is the fast-paced living, sexy, vibrant energy I express through anything I commit to."
The plan to head back to her roots, so to speak, was hatched after the decision was made to launch a new Lopez scent project. "When we decided to do a new fragrance, we looked back to what we had already," said Lopez. "Glow by JLo is about natural beauty, skin, youth. Still Jennifer Lopez is more sophisticated and for unique moments. So when I thought about what I really love, it clearly appeared that I had to say something about dance, the very first artistic passion I had and still have. I wanted to transmit all that energy; you know, the rhythm, that feeling of being totally in control.
"This fragrance is really complementary of the previous ones," continued Lopez. "All of them are different, but at the same time, a facet of my personality. [For instance,] Glow was more about intimacy, while Still was about sophistication and glamour."
The successful Lopez franchise is Lancaster's second-largest after Davidoff, and Catherine Walsh, senior vice president of cosmetics and American licenses for Lancaster Group Worldwide, has every intention of making Live as large as its predecessors. "We feel, hands down, that this fragrance will be very trendsetting — it goes to the core of who Jennifer is," said Walsh, noting that the brand did significant consumer research among a large database of Lopez fans at its jenniferlopezbeauty.com site.
As far as age targets go, Walsh noted that they're somewhat fluid. "With Glow, we had positioned it at 18- to 24-year-olds, and we saw 14- and 15-year-olds buying it; for Miami Glow, it was the same thing. Still Jennifer Lopez we'd positioned for the 25-plus market, and 18-year-olds bought it. No matter what we do, [we] found that this brand is youthful. Hands down, it starts around 18, but doesn't quite go to the 45-year-olds that Glow did at first."
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