J.Lo Glows After Dark

Jennifer Lopez

This year, J.Lo's doing it after dark. Her signature fragrance, that is.

Lopez's first scent brand, Glow, will add Glow After Dark in mid-December in the U.S. and elsewhere globally in January. While it's the third flanker to the five-year-old franchise, the others, Miami Glow and Love at First Glow, were limited-edition scents, while After Dark is a permanent addition to the line.

"The original Glow is fresh, sexy and clean, and After Dark is its nighttime, sexy sister," said Charlotta Perlangi, vice president of global marketing for Coty Prestige. It also targets a younger consumer, one 13 to 24 years old, although Perlangi believes the scent will be "universal in its appeal."

Created in collaboration with Gabriela Chelariu of Fragrance Resources, Glow After Dark has top notes of lychee melon, sparkling mandarin, white cherry and juicy passion fruit; a heart of creamy jasmine, pink peony, freesia lace, Moroccan rose and orange flower, and a drydown of soft pink musk, tree moss, Indonesian patchouli and blonde woods.

Two eaux de toilette will be offered, a 1.7 oz. for $45 and a 3.4 oz. for $56, both in a silver-sprayed version of the original Glow by JLo bottle. One ancillary, Night Bright Body Lotion, will retail for $27.50 for 6.7 oz. Like all other Lopez fragrances, After Dark will feature some bling on the bottle; for After Dark, it's a silver-tone and fake onyx necklace.

The scent will be available in about 2,400 U.S. department stores. While Perlangi declined to discuss sales projections and advertising spending, industry sources estimated that Glow After Dark would do about $30 million at retail globally, with the U.S. accounting for about half that number.

In keeping with its younger spin, the bulk of the advertising and promotional efforts for Glow After Dark are in what Perlangi calls "a living media campaign." The company is producing a reality show featuring five women who share their "after-dark secrets," said Perlangi; the show will air on jenniferlopezbeauty.com. Audition details will be released on the Web site on Dec. 15, and five winners will win an all-expenses-paid trip to New York City to film the show. Auditions with a to-be-announced retailer will take place in January, and Lopez will be a judge. The show will begin airing in March. In all, eight episodes will be produced.

Advertising, conceptualized by Olivier van Doorne and photographed by Camilla Akrans in Brazil, will be shown on the Web site but not "traditional media," i.e., magazines, said Perlangi. A large sampling campaign, aimed at disseminating 500,000 samples via the Internet and nearly 20 million more in other ways globally, is also planned.