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Coty Not Sitting Still: J.Lo’s Second Scent Set to Bow in October

J.Lo is about to introduce her second fragrance, Still by Jennifer Lopez, and she’s aiming for a slightly older audience.

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JLo’s new fragrance

JLo’s new fragrance.

Photo By WWD Staff

NEW YORK — Jennifer Lopez is out to prove she’s still got it when it comes to scent.

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.
Still is also said to sport a slightly higher price tag than that of Glow, and several sources predict Still will produce an even greater windfall for Coty — perhaps as high as $50 million globally by the end of this year.

Glow’s stockkeeping units consist of a 1.7-oz. eau de toilette for $39.50, a 3.4-oz. eau de toilette for $53, a $25 body lotion and a $20 shower gel. Still’s price points could be significantly higher than those of Glow, although its sizes and ancillaries are expected to be similar.

At least in early versions of Still’s ad, Lopez was more covered-up than she had been in ads for Glow. The visual for Glow featured Lopez’s ostensibly nude body — complete with a steamed-up outline of that famous derriere — in the shower.

The ad for Still contains a more elegant Lopez, clothed this time. The advertising positioning is one of high glamour, with a very blonde Lopez leaning into the frame.

“I looked at it and saw Marilyn Monroe,” said one retailer, who said she was concerned by the parallel. “It’s very pinup-y,”she said, adding that it’s quite possible that Still could outsell Glow. The biggest problem with the first fragrance, she added, was staying in stock. “For all the business we did, we could have done more.”

Keeping the popular Glow in stock has proven to be a challenge for a number of retailers, especially right after its launch last fall. Beetz said in December that, while it was a challenge to keep up with demand, it was a nice problem to have.

A not-so-nice problem the original scent is facing, however, is a lawsuit filed last August by Glow Industries, the Los Angeles-based beauty brand owned by Terri Williamson. The suit, which alleged trademark infringement, trademark dilution and federal, California statutory and common-law unfair competition, had not been settled at press time, although a plaintiff’s motion for summary judgment was scheduled on the calendar of the Hon. Margaret Morrow in the U.S. District Court, Central Division of California, Monday. Results were not available at press time and calls to Williamson’s attorney and the court had not been returned.
CLARINS N.Y. OPENINGS

PARIS — Groupe Clarins will open two freestanding boutiques in New York — one on Madison Avenue in September, which will sell Clarins products on the ground floor and include a beauty institute on the second — and another in SoHo by year’s end.

It is the first time the French beauty firm will have its own retail locations. Clarins is working with French beauty retailer and manufacturer L’Occitane, in which it has a minority stake, on the project.

— Jennifer Weil