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By Night: The Glam Side of Jette

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.

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.”