US. The Lancaster group is poised to unveil the second women’s fragrance from US singer/actress/superstar Jennifer Lopez. The collaboration’s first foray into fragrance – Glow by JLo – was introduced last autumn and has enjoyed phenomenal success worldwide, reportedly generating retail sales of over US$40 million in its first year of launch. Hopes are even higher for Still Jennifer Lopez, which will make its debut in the Americas this October. The fragrance will begin rolling out to the Asia/Pacific region by the end of the year, followed by European markets next February.
Still, which will target an older consumer than its predecessor Glow, is being positioned as a sensual, sophisticated and altogether more glamorous scent – as illustrated by the advertising. Shot by Nick Knight, the print campaign features distinctly Monroe-esque shots of Lopez reclining seductively across a chaise-longue, and swirling a full skirt around her body – decidedly more elegant images than the “nude” steamy, shower visual that so ably promoted Glow.
The Still juice, described by the company as a sheer floral, was created by Quest. It features notes of sake, white pepper, mandarin and Early Grey tea, combined with honeysuckle, amber and sandalwood. The full product line-up comprises 30ml, 50ml and 100ml edp sprays, a 200ml shower gel and a 200ml body lotion.
The rounded fragrance flacon is faceted to resemble a precious jewel. In place of the rhinestone JLo bracelet that was draped around the bottle of Glow, an imitation-diamond ring adorns the collar of Still. The outer carton is coloured a dusky rose-beige.
In line with its older target market, the price points for Still will be about 10-15% higher than those of Glow.
