Jette Joop, the daughter of German fashion designer Wolfgang Joop, has created her first scent, Jette, which includes gentle notes of coriander, pear and pepper, the "soft oriental" goes almost straight to its heart of exotic iris and Bulgarian rose, with a soft drydown of musk, Tonka bean and cedar.
The perfume will hit the stores of Europe in August, and six month later it will appear in the Mideast, Australia, Canary Islands, and eastern and northern Europe.
Some sources estimate that the scent can generate up to 20$ mln. within the first year.
Joop license holder Lancaster is hoping that Jette will involve the younger customers thanks to the glamour, accessibility and the brand’s name.
Jette Joop isn’t only the author of the scent, the body in the ad and the face behind it - she also deigned the skewed bottle from the pale purple glass in the shape of the heart. The Jette fragrance collection will consist of eaux de toilette in 30-, 50- and 75-ml. sizes, which are priced at 25 euros, or $32.20; 35 euros ($45.10, and 43 euros, or $55.40, respectively). There's also a body lotion and a shower gel, each 150-ml. and priced at 14.95 euros, or $19.30.
Lancaster considers the launch of Jette "the most important event of our second quarter."
Although Joop spent ten years living in the US, none of them – neither the designer, nor the company is planning to expand to the USA, at least for this scent. "Everyone dreams about the American market, but it's very tough, and the merger of Federated and May just made distribution tougher. Advertising is extremely expensive, too," Françoise Mariez, senior vice president of fragrance marketing for Lancaster, told WWD. However, her line of in-line skates is already expanding to the States. Jetta is also planning to target the American market with her accessories and jewelry.
The biggest hopes are connected with Germany as her name is very popular there.
The alumni of Oxford and California design schools Jetta worked for Neiman Marcus and Bergdorf Goodman before designing jewelry for Barry Kieselstein-Cord, and then briefly for Ralph Lauren. Still Germany remains her native country…