Still Jennifer Lopez

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Still Jennifer Lopez
Miami Glow by JLo

Still Jennifer Lopez is a women's

celebrity endorsement of fragrance. The release of Still Jennifer Lopez was not anticipated due to the negative publicity generated from Lopez's film Gigli (2003) and a fall-out with her manager Benny Medina
. Several fragrance industry experts noted that it could ruin the success of Glow by JLo. It was also noted that her public image at the time would have irreparable effects on the fragrance's performance.

The promotion of Still Jennifer Lopez and the scent were met with positive feedback, with many comparing it to her song "Jenny from the Block". The fragrance was aimed at a female demographic above the age of 25, a shift from Glow by JLo, which was aimed at teenagers and females in their early twenties. Its theme is about Lopez still being herself, despite what the media reports.[1] The bottle was a commercial success, collectively bringing in over $300 million with its predecessor Glow by JLo.

Background and development

In October 2002, Lopez released her first signature fragrance

Beyoncé Knowles have followed.[5] In July 2003, it was reported by MTV News that Lopez was to release her second fragrance, which is "directed at a more upscale market" than Glow by JLo.[6] Reaction was mixed; it was initially believed that the release of Still Jennifer Lopez could harm the success of Glow by JLo, which had grossed $40 million in under two months alone.[7]

At the time of the fragrance's release, Lopez's film

bombed at the box office. It was for this reason why many considered the fragrance to be at risk if it failed.[1] Additionally, controversy arose after Lopez fired her manager Benny Medina that summer, causing the public to read more negative publications about Lopez.[1] Design and brand strategist Kathy Feakins stated: "The easy way to view this is to witness what happened to Martha Stewart", further opining: "Once someone is strongly associated with a product or service, what happens to their image can have an impact on the product."[1]

"This is the second step of building the Jennifer Lopez beauty house. She's not a one-shot deal."

—Michele Scannavini, Coty's fragrance division president, on the fragrance (2003)[8]

Lancaster, however, kept an eye on the public scrutiny surrounding Lopez. Olivier Van Doorne, worldwide creative director at Select Communications, said: "Whenever you take a celebrity into a commercial venture, which more and more people are doing, there's enormous risk [...] It doesn't take much to turn the public around overnight." Mark Malinowski, director for entertainment marketing at

About.com.[11]

The president of Coty's fragrance division, Michele Scannavini, stated that Lopez, who worked at a department store as a teenager, "has a very good nose".[12] Scannavini also noted that Lopez was "involved in every step of the perfume's development".[12] In a press release issued to announce Still Jennifer Lopez, Lopez made the following statement: "It means no matter what happens, I am 'still' myself. I am 'still' Jennifer Lopez. But it also means that the game's not over yet. I am 'still' growing and 'still' working to do the best I can."[11]

Packaging and scent

According to Lopez's

earl grey, pink freesia, honeysuckle, orange flower, sandalwood, amber and orris.[13] Michele Scannavini stated that the scent's "unusual" top note of sake was Lopez's idea.[12] The bottle is shimmering and personalized with a removable complimentary diamond faux ring at its neck, which was included because of Lopez's love for jewelry.[14]

As of 2020 the package was redesigned and no longer has faux ring.

Release

Promotion

The advertisement for Still Jennifer Lopez features Lopez in a vintage gown. The perfume's

People, Harper's Bazaar Vanity Fair and Time among several other publications.[1][7] The campaign also expanded to radio.[1]

Response

The fragrance is described by Steal Their Style as a "feminine and flowery fragrance".

Forbes.[15] The Fragrance Foundation's FiFi Awards named it the "Celebrity Fragrance of the Year" in June 2003.[12] Several writers compared the theme of Still Jennifer Lopez's promotional campaign to her hit-song "Jenny from the Block" (2002), in which she declared "I'm Still, I'm Still Jenny from the Block / Used to have a little now I have a lot / No matter where I go, I know where I came from."[1][12][16] Speaking about the fragrance's slogan, The New York Times wrote that it is "a line that refers partly to her 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 her old self from South Bronx."[1]

Products

The products for Still Jennifer Lopez:[13]

  • Eau de Parfum Spray 3.4 fl oz / 100 ml
  • Eau de Parfum Spray 1.0 fl oz / 30 ml
  • Eau de Parfum Spray 1.7 fl oz / 50 ml
  • Shower Gel 6.7 fl oz / 200 ml
  • Body lotion 6.7 fl oz / 200 ml

See also

  • List of celebrity-branded fragrances

References

  1. ^ a b c d e f g h i j "Still, Jennifer Lopez needs to keep her Glow". The Sydney Morning Herald. Fairfax Media. August 14, 2003. Retrieved October 7, 2012.
  2. ISSN 1535-7465
    . Retrieved November 7, 2012.
  3. ISBN 9780191609619
    . Retrieved November 7, 2012.
  4. ISBN 9780538746892
    . Retrieved October 22, 2012.
  5. ^ Naughton, Julie (February 9, 2012). "Getting to the Heart of J.Lo". Women's Wear Daily. Fairchild Fashion Media. Retrieved October 21, 2012.
  6. ^
    Raidió Teilifís Éireann
    . July 28, 2003. Retrieved November 7, 2012.
  7. ^
    Time Warner. Archived from the original
    on August 11, 2016. Retrieved March 4, 2012.
  8. Sydney Morning Herald. Fairfax Media
    . July 29, 2003. Retrieved July 15, 2013.
  9. ^ "JLo Goes Glam With New Scent" (PDF). Wwd.com. July 24, 2003. p. 14. Retrieved April 11, 2022.
  10. The McClatchy Company
    ), October 21, 2004
  11. ^ a b c Murray, Rebecca (October 2003). "Jennifer Lopez Expands Her Empire With Launch of New Fragrance". Movies.about.com. Retrieved March 4, 2012.
  12. ^ a b c d e f "Lopez Still Fragrant". The Tuscaloosa News. Halifax Media Group. July 25, 2003. Retrieved January 29, 2012.
  13. ^
    Coty, Inc. Archived from the original
    on July 26, 2013. Retrieved March 4, 2012.
  14. ^ a b "Jennifer Lopez Fragrance Guide". Steal their Style. Archived from the original on July 27, 2013. Retrieved July 11, 2013.
  15. ^ Tyrangiel, Josh (August 22, 2005). "Jennifer Lopez - 25 Most Influential Hispanics in America". Time. Time Inc. Archived from the original on September 1, 2010. Retrieved October 22, 2012.
  16. Sony Music Entertainment. 2002.{{cite AV media notes}}: CS1 maint: others in cite AV media (notes) (link
    )

External links
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