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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.
The scent, developed by Lopez and Givaudan’s Caroline Sabas, has top notes of pink grapefruit, coconut water, passion fruit and black currant; a middle accord of sunbaked sand, orange flower, heliotrope and cyclamen, and a drydown of sheer amber, crystal musk, vanilla orchid and blond woods. The bottle is an amber-tinted version of Lopez’s original Glow by JLo scent. Like the original, it is draped with a piece of costume jewelry — in Miami Glow’s case, a colorful charm bracelet. The outer box is done in gold and orange with a beach motif.
The range will include eaux de toilette in three sizes — a 1 oz. for $30 that will be previewed in December, and two sizes that will be offered during the regular selling period, a 1.7 oz. for $42 and a 3.4 oz. for $56. Two ancillaries — the 6.7-oz. Golden Sparkle Shower Gel for $22.50 and the 6.7-oz. Sexy Skin Body Lotion for $27.50 — will also be available at launch. The products will be available in Lopez’s full U.S. distribution — about 2,000 department and specialty stores — as well as a number of international markets, including the U.K., Australia, Asia and travel retail. Neither executive would comment on projected sales or advertising spending, although industry sources estimated that Miami Glow could do $15 million to $20 million at retail in its selling period, and that about $4 million would be spent on advertising and promotion.
The print ads further play with the beach theme. Unlike ads for the first two scents, the ad visuals for Miami Glow do not picture Lopez. Instead, a high-energy group of teenage models — including Luiza Kurtz, Pedro Bahia, Victor Ferreira, Priscila Machado, Camila Rodrigues and Vanessa Lyrio — is shown at an after-hours beach party on Miami’s South Beach. Single-page and double-page versions were shot by Enrique Badulescu and will begin appearing in March magazines, including teen books as well as fashion, beauty and lifestyle titles. The shoot was styled by Lopez, who also picked the models.
Walsh is also enthusiastic about a new project Lopez is working on with MTV that will be aired to coincide with Lopez’s first fashion show in February. The one-hour show, being filmed under the working title “J.Lo, CEO,” follows Lopez as she works on each of her licensed products — filming meetings with her beauty execs as well as those in apparel and other areas.