Oh, mama: Jennifer Lopez’s latest scent, My Glow, is inspired by the experience of mothering her 17-month-old twins.
“My Glow came from where I am right now — a place of happiness and fulfillment at this intimate stage in my life,” said Lopez of the scent, which will be launched in October. “There’s a special glow women get when they’re pregnant and when they are falling in love with their babies. I wanted My Glow to connect with that intimacy and love.”
Lopez said son Max and daughter Emme have changed her worldview, inspiring her to become more involved with awareness for children’s causes, such as the Children’s Hospital of Los Angeles. “It’s a bond unlike any other — something that you can really only understand when you have little ones of your own,” said Lopez. “It’s extremely intimate, the most fulfilling relationship there is. My fragrance captures the tender, nurturing nature of this relationship; the overwhelming love and joy you feel.”
My Glow, concocted by Lopez and Firmenich’s Harry Fremont, has top notes of lavender flower, water lily and freesia; a heart of white rose, wet leaves, peony and Casablanca Lily, and a drydown of skin musk, milky sandalwood, precious woods and heliotrope.
The collection will include eaux de toilette in two sizes, 50 ml. for $49.50 and 100 ml. for $59.50, as well as My Glow Tender Body Lotion, $29.50 for 200 ml., which has been specifically formulated to allow usage on infants.
The bottle and carton were created by Lopez with Coty Prestige’s Jon Dinapoli. “I wanted the bottle to convey serenity and joy,” said Lopez. “The cherub cap [which is dual-sided, with one side a female cherub and the other a male] was inspired by a soap that I have in my nursery. It’s extremely angelic and innocent and the bottle has this gorgeous vintage detailing that is overwhelmingly feminine. The symbolism of the cherubs is that every baby is an angel. The pearlescent carton marries with the bottle’s feminine beige. It’s embossed with a stylized pattern and features a unique logo design, all inspired by our baby shower invitations.”
My Glow will be sold in about 2,000 department and specialty stores in the U.S. this fall. Later, it will roll out in the United Kingdom and Asia. Coty will also sell the scent on HSN.
Advertising, shot by Carter Smith and featuring Lopez, is intended to capture the love and intimacy between mother and baby. In the U.S., it will begin running in November fashion, beauty and lifestyle magazines. Advertising spending is expected to reach between $5 million and $7 million globally in the scent’s first year on counter.
“This project is a perfect fit for our Glow by Jennifer Lopez franchise,” said Susan Kelly, senior director of marketing for the Lopez fragrances at Coty Prestige. “It leverages the Glow name with something new and fresh — and this is a message that millions of women can relate to, especially in this economic climate. Glow is the jewel of the Lopez lineup and generates upwards of 50 percent of that business.” While she declined to discuss the total size of the business and the sales projections for My Glow, industry sources estimate that My Glow could do about $25 million at retail globally in its first year on counter, with about half that figure expected to be generated by the U.S. market.
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