Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Coty Prestige: Latest scent in Coty's Jennifer Lopez franchise, Deseo Jennifer Lopez, is a floral, woody scent inspired by the "smell and feel of the air during a midnight walk in Jennifer's flower garden - moments before a thunderstorm," firm says. Created by Givaudan, the juice opens with top notes of watery bamboo leaves, yuzu, Sicilian bergamot and freesia, warms to a floral heart and dries down to a base of amber, oak moss, musk and woody notes, Coty says. The fragrance is housed in a bottle reminiscent of a "diamond in the rough" with hints of yellow, gold and blue. The carton is designed to exude simplicity and is covered in organic, textured linen with a blue logo and gold foil. The launch will be supported with a campaign featuring Lopez "in a moment of pure femininity, [while] the lush, serene surroundings encompass [her] in an all-consuming state of desire," Coty says. The worldwide launch - excluding Asia - will occur in February 2008. The edp sprays will retail for $46 to $56; Desirable Body Lotion will sell for $27.50. Coty's most recent launch in the Jennifer Lopez franchise was Glow After Dark by JLo in December 2006 (1"The Rose Sheet" Nov. 6, 2006, p. 5)...