How does she get that J.Lo glow?
Coty looks to help millions of Jennifer Lopez fans achieve the star’s ethereal beauty—or at the very least, her clothing style—to support the celebrity’s 10th anniversary with Coty Perfumes and the release of her 18th scent, Glowing, which launches April 29.
To deliver on this missive, Coty enlisted Jennifer’s stylists, Rob Zangardi and Mariel Haenn, to appear in a series of 10 weekly videos that will live on the Facebook pages of Jennifer and Kohl’s, her exclusive U.S. retail partner. The 30-second clips aim to offer viewers an inside look from the two people who dress the star for everything from the Red Carpet to music videos to her judging spot on American Idol. On them, Rob and Mariel suggest clothes from J.Lo’s collection at Kohl’s and other unnamed designers. At the beginning of each video, Jennifer is featured introducing the two; at the end of every video, it’s mentioned that she tops off every look with a spritz of Glowing.
In addition to the videos, tweets from J.Lo and Kohl’s will be posted from their respective Twitter handles @JLo and @ Kohls. The stylists will also be tweeting from their personal accounts.
“These days people populate and share on platforms like Facebook and Twitter more often than visiting an individual site, so we’re going to the consumer rather than trying to pull her to us,” said Emily Bond, Vice President, Global Marketing, Coty Prestige. The endeavor marks the first time Coty will have a campaign live on a licensee’s Facebook page.
The first video is scheduled to launch April 16.
To keep the campaign fresh, a sweepstakes will begin mid-June for the chance to win a shopping and styling spree with Rob and Mariel, and a $500 Kohl’s gift card.
The Glowing scent is inspired by “clean skin” with common notes of orange blossom and sandalwood. The bottle illuminates for 12 seconds every time the atomizer is depressed. “That’s how we got the name ‘Glowing,’ the packaging was our inspiration,” Emily said. Glowing eau de parfum will retail for $39 to $65; a body lotion will sell for $27.50.