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NEW YORK — What comes first — the fragrance or the ancillaries?
This story first appeared in the May 30, 2003 issue of WWD. Subscribe Today.
For June Jacobs — unlike most fragrance creators — the answer is the ancillaries. In fact, the inspiration for her new scent, launching this summer, comes from a citrus body lotion that is one of her top sellers.
“We knew if that [could be considered] to be our test market, then people would absolutely love the fragrance,” said June Jacobs, chief executive officer of June Jacobs Spa Collection. The Collection consists of more than 100 botanical-based products, and Jacobs notes that the collection’s citrus-scented line generates sales that triple those of any other scent in the collection. According to industry sources, the citrus product line garnered sales of more than $1 million at retail last year.
Looking at the success of that line, Jacobs thought a fragrance would be a natural next step. As she developed the scent, she turned to a logical sampling base to test its success: spa directors and buyers. “We came out with small bottles, which were available to spa directors and buyers to see if they enjoyed the fragrance,” said Kimberly Pecoraro, vice president of sales and marketing for June Jacobs Spa Collection. Based on the positive feedback Jacobs received, she decided to launch a full-size fragrance, called Citrus, that will be on counter in June.
The juice, created by Takasago, contains top notes of lemon, lime, yuzu, bergamot, orange, mandarin, zesty grapefruit and juicy nectar; middle notes of magnolia, cyclamen, freesia and lily of the valley, and bottom notes of amber, sandalwood and white musk.
The fragrance is available in a 1.7-oz. eau de toilette that retails for $60 and a 1.7-oz. eau de parfum for $80. Ancillaries include Citrus Body Oil and Citrus Body Spritz; each retails for $54 for a 3.4-oz. spray bottle. The packaging was designed in France by K Design and the outer packaging is ecru with the name embossed in gold. The fragrance bottle is made of clear glass and the ancillary bottles are frosted glass. Both have the June Jacobs’ name embossed in metallic gold and the product’s name in dark purple lettering.
Industry sources estimate the company had retail sales last year of about $15 million and expect the fragrance to ring up approximately $1 million in its first year at retail.
Although distribution is still being finalized, Jacobs plans to keep the fragrance’s distribution extremely tight. In its initial rollout, the fragrance will be available at Bliss, The Peninsula Spas in New York and Chicago, Apothia at Fred Segal, The Ritz Carlton in Coconut Grove, Fla., and Canyon Ranch in Las Vegas.