Still by Jennifer Lopez, set to be on counters in October, is the celebrity’s second fragrance in as many years. And the owner of Lopez’s fragrance license — Lancaster Group Worldwide, a division of Coty Inc. — is banking on a runaway success on the order of Lopez’s first fragrance, Glow by JLo, that was released here last September. That fragrance was said to have rung up global retail sales of more than $40 million in its first four months on counter in 16 markets, with $29 million of that in the U.S.
Last December, Bernd Beetz, chief executive of Coty, told WWD that Glow had joined a club of only about four other fragrances that had sold more than $40 million in their first year on counter — and that he believed Glow was on target for a $100 million launch year. Glow is currently available in about 2,000 U.S. department and specialty store doors, and it is expected that Still will follow Glow into the same distribution.
Lancaster president Michele Scannavini and Catherine Walsh, vice president of marketing for cosmetics and American licenses at Lancaster, are set to begin presenting the fragrance to U.S. press Wednesday, but are keeping mum on the specifics of the new juice. However, before the official statement, some details about the fragrance have begun to seep out. WWD has learned that Still’s silvery-faceted bottle contains a new form of floral (said to be by Quest International, which also developed the first fragrance) that is intended to appeal to a slightly — but only slightly — older age group than Lopez’s first fragrance. Glow’s primary age target, the company said at launch, was 15-to-25-year-old women, with a secondary target of 10 to 15 year-olds. While Glow was more about flash, Still is said to be more about uptown glamour and elegance. The different positionings, it is thought, will avoid cannibalization of the original’s market.
And like its predecessor — which features a rhinestone JLo insignia dangling from the bottle’s neck that doubles as a bracelet — Still also contains a piece of J.Lo-style bling: a fake-diamond ring placed in the neck of the bottle and held on by the bottle’s cap.