NEW YORK — The Lancaster Group hopes to renew the glow of its Jennifer Lopez fragrance brand in February.
That’s when Miami Glow, the latest addition to the red-hot star’s fragrance franchise, will bow. As reported, it was previewed to global retailers at October’s Tax Free World Association conference in Cannes, France.
Miami Glow extends its targeted audience to a younger consumer than the original Glow — 13- to 25-year-olds as opposed to Glow’s early-20s target — and its juice is completely different, noted Catherine Walsh, senior vice president of marketing for cosmetics and American licenses for Lancaster Group Worldwide.
“We see this as a separate launch for Glow, given the different age targets and different juices,” said Walsh, noting that her team’s goal is to move the franchise back into the top 10. “We don’t believe that Miami Glow will cannibalize existing Glow business, given these differences. In fact, we believe very strongly in the Glow concept, and think that it has a lot of legs. I think we could have many Glows.”
Walsh didn’t dispute NPD numbers that showed the two-year-old Glow franchise has lost ground at retail lately, but also pointed out that the original scent — said to have done $100 million at retail globally in its first year — set an extremely high benchmark.
“Glow was said to have been the second-largest fragrance launch ever, behind CK One,” Walsh said. “We also launched a second scent, Still, the next year. Now, we’re going back and bringing newness to the original franchise. We believe very strongly in Jennifer Lopez, and we believe in her for the long-term.” A third pillar is likely for next year or beyond, Walsh said, although precisely when it might launch has not yet been determined.
For now, Walsh and Dennis Keogh, vice president of marketing, U.S., for Lancaster, are focusing on Miami Glow, which will be available for one year only. “Its target customer is very young and wants constant newness — so having a limited-time availability made sense as a strategy,” Walsh said. Added Keogh: “It’s a fun, fresh, sexy cocktail.” Lopez, who has just sold her L.A. digs to live full-time in her Miami abode with new husband, Marc Anthony, wanted the scent “to be warm, like a beach at night,” added Walsh.
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