MUNICH — Jette Joop is set to party with By Night Jette, her second scent — a sexy and glamorous answer to last year's Jette, which had a sensual and romantic bent.
By Night, which is described as a seductive, vanilla oriental was composed by Michel Almairac of Robertet. It will be launched in Germany, Switzerland, Austria, Benelux and in the travel retail channel in August, and then rolled out in the fall to Eastern and Northern Europe, the Middle East, Spain and the Balearic Islands.
Industry sources suggested By Night could generate $20 million in first-year sales, noting that its predecessor, Jette, had exceeded expectations to reach almost double that figure in its first year.
Stefanie Fitzgerald, vice president of marketing for Coty Prestige, would not comment on sales targets or performance, except to say, "We had high hopes [with Jette] and these were definitely overachieved." Jette hit number one in Germany in its first month, and ended the year in the top-six ranking, she reported, as well as performing over plan in Benelux, Switzerland and Spain.
"I really think [By Night] can be as strong, as it complements the first," Fitzgerald continued. "Jette represented the sensual, romantic side. It was a private moment, whereas By Night is the outgoing, sexy, glamorous Jette."
Joop helped design the By Night bottle, which was inspired by a disco ball. The red-to-pink tones of the many-faceted, glass bottle is meant to suggest the heat rising from a crowded nightclub. Indeed, photographer Michel Comte followed Joop and an entourage on a flirtatious night out to an undisclosed New York club to shoot By Night's ad campaign.
The media plan is ambitious, especially in Germany, which accounts for 60 percent of the Jette fragrance brand's turnover. There'll be a seven-second TV spot for Douglas Perfumeries, in addition to print ads featuring a special tab jutting above the magazine page like a bookmark, as well as a separate cover wrap that can be used as Christmas gift wrapping. Sampling of By Night will include scent strips, spray vials and miniatures.
The eau de parfum is available in 30-ml., 50-ml. and 75-ml. versions priced at 27, 37 and 47 euros respectively, or $33.90, $46.40 and $58.95 at current exchange rates. Three 150-ml. shimmering ancillaries are also on hand: a shower gel, body gel and hair gel, all at 14.95 euros or $18.75. The body shimmer, which provides a sheen while evening out the skin tone, underwent unusual quality control. "When we developed it last summer, we got all these girls in white skirts to try out the various versions and find the one that didn't stain," Fitzgerald added with a smile.Well-known in her home market, where she designs a wide range of products under the Jette label, Joop was a special guest at two events to support By Night at the Müller Perfumery chain and at a Karstadt department store. A nightclub atmosphere was re-created on stage, Fitzgerald said, and Joop "talked to every single salesgirl. She said, 'These are the women who are doing the work for my brand.' In Hamburg, Jette goes into the shops to talk to the salesgirls. She's a real pro."
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty