Lancaster gears up for new J' Lo perfume

NEW YORK: Good news for J'Lo fans! Lancaster Group, a marketer of cosmetics, plans to introduce the scent Still Jennifer Lopez to the 25-and-older age group this fall

The new perfume follows on the heel of the launch of Glow by JLo last September. However, a report says that the immediate challenge for Lancaster Group, the division of Coty Inc. that markets scents under Lopez's name, was to drive consumers to Still without drawing them away from Glow. Glow has been marketed primarily to 15- to 25-year-olds.

Lancaster senior VP marketing Catherine Walsh was quoted as saying that the challenge is to avoid unplugging Glow while introducing Still. The company intends the brands to succeed side by side, as part of its strategy for an assortment of fragrances to reside within the House of Jennifer Lopez.

The report adds that the sales of Glow exceeded $40 million internationally last year, according to Lancaster. In the United States, the scent was in the top 20 women's fragrances by sales last year and climbed into the top 10 in the first quarter, according to the NPD Beauty division of the NPD Group, a market information company.

The ads for Still show Lopez in elegant dresses and poses whereas the campaign for Glow showed a nude Lopez behind glass. The report says that the text reads, "In the eye of the storm I am still Jennifer Lopez," a line that refers partly to Ms. Lopez's composure under the media glare but also serves as a pitch to potential consumers. It also evokes a song from her latest album, Jenny from the Block in which she declares that despite fame, she is essentially still her old self from the South Bronx.

The US-based Select Communications handles creative duties on the account of Lopez's fragrances and six other accounts for Lancaster. Consumers will find the campaign, which will appear primarily in print and on the radio, in magazines like Harper's Bazaar and Vanity Fair as well as pop culture bibles like Us Weekly and People.

According to TNS Media Intelligence/CMR, part of Taylor Nelson Sofres, Lancaster spent $8.8 million advertising Glow in major media in the United States last year.

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