PARIS — What’s meant to jump-start the next era of Joop’s fragrances for men? Jump, a scent that’s due in the spring.
The fragrance targets young-at-heart 25- to 39-year-olds.
“He’s the guy you can see in the office during the day who wears a suit and tie like everyone else,” explained Stefanie Fitzgerald, vice president, international marketing, of Joop fragrances, which is part of Coty Inc.’s Lancaster division. “But during the evening and at weekends, he never forgets he was once a little boy.” Coty, as part of a consortium including Strellson and EganaGoldpfeil, acquired Joop GmbH from bankrupt Wünsche AG last year.
Meant to capture the moment of exhilaration a man feels when he takes his tie off at the end of the day, Jump’s advertising features model Roman Seefeldt literally leaping out of his suit. Shot by Nathaniel Goldberg, the single-page ad shows Seefeldt jumping with his suit jacket slipping from his shoulders.
“We wanted to do something that is civil but never quite civilized,” said Fitzgerald.
A television campaign, consisting of 10-, 15- and 20-second spots, was directed by Laurent Chanez. The ads will break when the scent is launched in March and will be accompanied by a sampling campaign, which is to include Scentstrips, 5-ml. miniatures and 1.5-ml. spray vials.
The idea behind Jump’s bottle is for it to be classical, yet playful at the same time.
“The twist is the ‘half-bottle’ design, a key feature of all Joop flacons,” stated Lutz Herrmann, its creator. He was referring to the back of the bottle, which is meant to resemble the curve of a man’s back. “[It’s] an abstract interpretation of a man’s body,” said Herrmann.
The fragrance was concocted to reflect Joop fashion’s recent return to its roots, explained Fitzgerald. This includes the brand’s signature cornflower logo — inspired by a Prussian insignia — increasingly popping up on Joop fashion products and advertising. The leitmotif appears on Jump’s cap and outer carton as well.
The Jump scent is a fresh, fruity fougere by International Flavors and Fragrances’ Sophie Labbé, and it is meant to be unusual. Its keynotes are heliotrope flower — an unusual ingredient in a men’s scent — according to Fitzgerald, and frozen vodka. Other notes include grapefruit, thyme, rosemary, coriander, tonka bean, vetiver and musk.
Related Articles
“Men like something new, but something that isn’t too surprising,” noted Fitzgerald.
The Jump fragrance will come as 50-ml. and 100-ml. eau de toilette sprays that will retail for 43 euros and 53 euros, or $57 and $70 at current exchange, respectively. The line will also include a 100-ml. aftershave splash for 44 euros, or $58; a 200-ml. hair-and-body shampoo for 20 euros, or $27, and a 75-g. deodorant stick for 20 euros, or $27.
After hitting stores in Germany, the U.K., the Netherlands, Benelux, Switzerland and Austria in March, Jump is expected to bow in Australia, Spain, Latin America and the Mideast six months later.
Fitzgerald would not divulge projections for the scent, but industry sources estimate it will generate $15 million in retail sales in its first year.
Lauder Sings New Mellody
NEW YORK — The Estée Lauder Cos. Inc. has appointed Mellody Hobson, president of Chicago-based Ariel Capital Management LLC, to its board of directors, bringing the number of directors to 12. Hobson will serve on the audit committee. In a statement, Leonard Lauder, chairman of the board, said Hobson’s financial and marketing experience will benefit the company and its shareholders. Hobson also serves as a director for DreamWorks Animation SKG and Tellabs Inc.
Takagi Named President of Zirh
NEW YORK — Kaoru “Tim” Takagi has been appointed president of Zirh International Corp., succeeding Brian Robinson, who has left the company. Previously, Takagi was chairman of Zirh, as well as of Nars; both companies are owned by Tokyo-based Shiseido Co. Ltd.
Additionally, Kiyoharu Ikoma was appointed chairman and chief executive of Zirh. “I am extremely proud of what we accomplished at Zirh during my tenure,” stated Robinson, one of the founding executives of the nine-year-old men’s grooming brand. “Tim Takagi will make a great leader for Zirh. I believe there is significant upside within the company due to [its] great portfolio of brands and the excellent staff working on them.” Shiseido’s Zirh unit markets fragrances under license from French Connection and John Varvatos.