NEW YORK — Jennifer Lopez is encouraging fans of her fragrance franchise to reach for its indulgent side and live a little this fall.
Lopez, who kicked off the celebrity fragrance craze in 2002 with her first scent, Glow by JLo, will release her sixth fragrance, Live Luxe Jennifer Lopez, in August in the U.S. and in the U.K., said Charlotta Perlangeli, vice president of global marketing for the Jennifer Lopez brand, Coty Prestige Worldwide-Paris. The scent will enter most other global markets in September.
While the naysayers may snipe that Lopez’s fragrances aren’t going to last forever, her first fragrance is nearing its fifth birthday — an eternity in a market that lately has created a lengthy parade of scents, launched them and taken them off the market in, say, three years. “When we started with Jennifer Lopez, people thought it would be one, two, maybe three years [before the fragrance was out of the market],” said Bernd Beetz, Coty’s chief executive officer, at WWD’s CEO Summit in May. “But we’re now in the fifth year and going stronger than ever. So I think there is an element in there which you get into a certain franchise — but then it’s up to you as a creator of beauty products to really make the consumer loyal. Just don’t give her a reason to leave your franchise.”
One way Coty has chosen to do this is by launching new products to accompany each of Lopez’s major scent brands — Glow by JLo, Still Jennifer Lopez and Live Jennifer Lopez — with flankers such as Miami Glow and Love at First Glow, keeping interest high by continually introducing newness at counter, noted Perlangeli. As well, Coty maintains a Lopez Web site, jenniferlopezbeauty.com, which entices customers not just with fragrance news, but also with interactive questionnaires and giveaways — last Christmas, Coty gave away 20 video iPods as part of a promotion on the site.
And, said Perlangeli, the strategy is working. “We’re having our biggest Jennifer Lopez scent business to date,” she said, adding that the Lopez fragrance franchise is up about 27 percent year-to-date — in part due to the launch of the Live Jennifer Lopez scent in October. “The business is continuing to grow each year.”
Live Luxe Jennifer Lopez, concocted by Lopez in cooperation with Claudette Belnavis of Takasago, has top notes of juicy pear and luscious peach; a heart of muguet, amethyst freesia and honeysuckle, and a drydown of precious diamond musk, amber, vanilla and sandalwood. Eaux de parfum in two sizes, 50 ml. for $42 and 100 ml. for $52, will be offered, as will Shimmer Touch Body Lotion, 6.7 oz. for $25. The collection will be sold in 2,260 department and specialty store doors in the U.S.
Along with Guy Williams, Lopez also helped to create the bottle, a more richly colored version of the original Live bottle.
Print advertising will begin running in September fashion, beauty and lifestyle magazines. Olivier Van Doorne served as creative director, with Jean Baptiste Mondino overseeing photography and TV direction. TV is not scheduled for the U.S. at this time, although it will be shown in selected global markets. Close to nine million scented strips and an equal number of blow-ins will be distributed.
While none of the executives would comment on projected sales or advertising spending, industry sources estimated that Live Luxe could generate worldwide sales of $30 million at retail in its first year on counter.