Call it the scent of sexy: Jennifer Lopez is launching her first men’s fragrance in September, and it’s all about passion.
“I wanted to capture the intimate and personal nature of a man who is sexy, yet strong,” Lopez said of Deseo for Men, a counterpart to Deseo for Women, launched last September. “Deseo means desire. Desire is a universal word that expresses passion between two people. I wanted to take this meaning and put it behind the idea of one desiring another. The smell is warming and creates a provocative and sensual texture.
“We are always looking to create something new and exciting, and one thing that I had yet to do was a men’s fragrance,” Lopez continued. “After creating Deseo for Women, I was inspired to create a men’s fragrance that complemented it.”
Added Emily Bond, senior director of global marketing for the Jennifer Lopez beauty franchise: “The new men’s scent leverages the sexiness of the Deseo women’s brand. This vehicle was the perfect match to take the Jennifer Lopez Beauty brand into the men’s market. If we’d done it any sooner, it would have been premature.”
The juice, developed by Lopez and Firmenich’s Ellen Molner and Jim Krivda, has top notes of lemon, yuzu, red berries and cedar leaf; a heart of tobacco leaves, guaicwood and orris, and a drydown of sandalwood, cedarwood, patchouli, amber and vanilla.
The collection comprises eaux de toilette in two sizes, 1.7 oz. for $45 and 3.4 oz. for $55; a 3.4-oz. aftershave balm, $40, and a 2.4-oz. deodorant, $16. The bottle is a carbon gray version of the Deseo for Women bottle. “It’s intended to represent a crystallized piece of carbon — referencing how diamonds are created,” said Bond.
The fragrance will be rolled out in the U.S., Canada, Latin America and travel retail. In the U.S., it will be sold in about 2,000 department and specialty stores, including Macy’s, Dillard’s and Ulta. In total, worldwide, it will be sold in about 4,800 doors.
While Bond and Lopez declined to discuss sales figures, industry sources estimated that Deseo for Men will do about $13 million at retail globally in its first year on counter, with the bulk of the business expected to be done in the U.S.
This story first appeared in the May 9, 2008 issue of WWD. Subscribe Today.
National advertising in men’s lifestyle magazines will begin in September. The ad, shot by Peter Lindbergh, “continues the story we began telling with Deseo for Women,” said Bond. It features a barely dressed Lopez in a skimpy brown bikini and a male model lounging behind her in a hammock. Its tag line is “Let desire lead you.”
In December women’s fashion, beauty and lifestyle magazines, Coty will run a masterbrand campaign featuring both Deseo projects.
Coty is aiming for 25 million scented impressions for Deseo for Men, and plans vials on cards, scent strips and an Internet promotional campaign at jenniferlopezbeauty.com offering samples at launch.