GERMANY. Coty Prestige, the world-leading beauty group, this week launched its second fragrance from German celebrity Jette Joop at a star-studded party in a trendy Munich nightclub.
Described as elegant, flirtatious and glamorous, By Night Jette is the second fragrance from the fashion designer, who is as famous as Victoria Beckham in her native Germany.
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By Night Jette, the second fragrance from designer Jette Joop, features a faceted bottle and cap, coloured in Bordeaux to pink. The launch event was held in the trendy Munich nightclub, Nektar (above right) | ||
The fragrance bottle, designed by Jette herself, is said to “capture the hypnotic dazzle of a disco ball” with its myriad ruby cut-glass facets. The cap is also faceted, while the outer packaging has a smooth satin finish. The overall colour scheme spans Bordeaux to pink, featuring light refractions.
The vanilla-oriental juice was created by the leading nose Michel Almairac of Robertet and has a topnote accord of delicate rose petals and jasmine. The heart blends woody cedar with the warm seductiveness of vanilla, softened by a milky mist of sandalwood. The drydown calls on musk for its lasting hold as well as amber for depth and sensuality.
Targeted at the “affordable luxury” end of the market, By Night Jette is available in a 50ml edp retailing at €30 and 100ml edp for €40. The bath line comprises Shimmering Shower Gel, a delicately cleansing shower gel, and Shimmering Body Gel, which is said to wrap the skin in a moisturising, subtly tinted glow. Each line is priced at €12.
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Above left: Jette Joop with Bernd Beetz, CEO of Coty Inc, and Michele Scannavini, President of Coty Prestige. Far right: Stefanie Fitzgerald, Coty Prestige’s Paris-based Vice-President International Marketing with Bernd Beetz and Birgit Bartels of Jette Gmbh | ||
Rolling out this August in European travel retail stores, the fragrance aims to capitalise on Jette Joop’s fame among German-speaking travellers. Among others, the fragrance will be carried in Gebr Heinemann stores across Germany, as well as outlets in Turkey and Spain – two popular holiday destinations for the Germans.
Jette Joop’s following also reaches into Benelux and Switzerland, where the designer’s first fragrance, Jette, has been an “overwhelming and unexpected success”, according to Stefanie Fitzgerald, Coty Prestige’s Paris-based Vice-President International Marketing.
Famous fashion photographer Michel Comte shot the smouldering advertising visuals for By Night Jette, which convey emotion and motion in a New York City nightclub.
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Tripping the light fantastic: A model emerges from a column to mark the launch at Nektar nightclub | ||
The launch party, held on Tuesday night at the fashionable Munich lounge-cum-nightclub Nektar, glittered with German stars – an array of actors, TV presenters and singers. Paparazzi jostled at the entrance in a bid to capture pictures of the tall, blonde designer and her friends.
The event was hosted by Bernd Beetz, CEO of Coty Inc, and Michele Scannavini, President of Coty Prestige, both looking elegant in suits designed by Christian Dior and Ermenegildo Zegna, respectively. Jette Joop herself wore a long, figure-hugging evening dress of her own design, accessorised with her own JJ jewellery lines.
The Moodie Report interview with Jette Joop
The Moodie Report was granted a rare interview with Jette Joop at the five-star Hotel Bayerpost in Munich.
Entering the room in the mid-afternoon dressed in a pink ruched evening gown and gold sandals, Jette Joop exudes tall, blonde gorgeousness, writes Mary Jane Pittilla. But don’t let her coolly sophisticated appearance fool you – she is one of the most down-to-earth designers this writer has ever met.
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| Top left: The Moodie Report is granted a rare interview with Jette Joop. Top right: Famous fashion snapper Michel Comte shot the sexy advertising visuals. Above left and right: Jette Joop is the star of the show as she poses for the paparazzi at her party in Nektar nightclub | |
Trained in industrial design in California, Jette Joop is the thirtysomething daughter of German fashion designer Wolfgang Joop, whose fragrances and fashion collections have accumulated a vast fortune. Jette herself is a “chip off the old block”, as the English would say, with a growing empire of her own in JJ-branded fashion apparel, fragrances, accessories, jewellery and watches. Her business nous is clear in a deal she has signed to sell exclusive lines in the German jewellery store chain Christ. She now lives in Hamburg, a city full of cool stores often visited by the international fashion pack, and has a nine-year-old daughter.
Talking about her two fragrances, Jette and By Night Jette, it is abundantly clear that Jette Joop throws her heart and soul into the projects, designing the whole image and the bottle herself, using her industrial design background to come up with unusual details in either the bottle shape or the faceting, for example. She is also keen to design affordable items targeted at the entry-level end of a leading brand.
Explaining the concept behind By Night Jette, she said: “I wanted to show another facet of my brand and personality – more sexy, more glamorous and stronger. I incorporated a dance theme, just a tad, and not too cheesy. It’s about being glamorous, sexy and dancing in the evening, feeling special and being the centre of attention. It is a very relaxed femininity, being happy and having fun.”
Jette loves telling anecdotes, and jokes about when she and her friends tried to guess which parts of a crocodile they were eating recently at a Vietnamese restaurant, or the time during the Michel Comte photo shoot when she danced for four hours non-stop. When her signature Jette fragrance was launched in Germany last year, she went out into the street in disguise, wearing a tracksuit and trainers, and demanded to know from a perfumery store saleswoman if the perfume was selling. To her relief, her fragrance went straight to the top of the perfume charts and has just been awarded a Fifi fragrance industry award.
Jette Joop may be down to earth, but her second fragrance could yet go sky-high. The travel retail world will wait and see.
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