Nowosc- Joop! Jump (ang.)

[forevermore79]

Zdjecia brak, ale kompozycja zapowiada sie intrygujaco- heliotrop i mrozona
wodka.
z moodiereport.com:

"GERMANY. Lancaster Group unveiled the new men’s fragrance from German brand
Joop! at a recent press event in the Seychelles. Joop! Jump will make its
debut in March 2005.
A new premium suncare range from Lancaster, called Precious Sun, was also
previewed, in addition to a revamped sun make-up collection and a new anti-
ageing treatment called Reversible.

Described as an “unconventional new fragrance for men”, like Joop! fashion,
Joop! Jump offers consumers a scent that is classic with a twist.
“It is all about the unexpected,” explained Vice President Parfums Joop!
Stephanie Fitzgerald. “Always civil, but never quite civilised — that is the
concept of the fragrance.”
The key words used to described Joop! Jump are unconventional, energetic and
vivid. “Men today are regarded as grey and uniform; they wear a suit, work in
an office and behave in a very specific way,” said Fitzgerald.

“We want to take men to a different type of world, where there is sensuality,
creativity, and always something that is a little bit unexpected. So the
Joop! Jump man might wear a suit, but not in the way that you would think.”
Fitzgerald is referring to the ad campaign for the fragrance, which features
a man with his shirt and tie bursting off. The strap-line is “Joop! Jump.
Leap out of your suit.”

“We really listened to our male colleagues, who said that when men take off
their tie, for example after a stressful meeting, it changes their whole
attitude,” explained Fitzgerald. “This is what we wanted to express in the
advertising.

“At the end of the day, or whenever you want to de-stress from a situation
and change your attitude, you take off your tie, and that is what you do with
Joop! Jump.”

The print campaign was shot by Nathaniel Goldberg. “Because we really believe
in this fragrance and we want to make it big, we have for the first time in a
long while created a 20-second TV spot too,” pointed out Fitzgerald.
In terms of target, the key market is men aged 25 to 39. “We took as our
inspiration men…who are young, international and urban,” commented
Fitzgerald. “They like to wear designer clothes and fragrances. They have a
classic side to them, but they give it their own little twist. They bend the
rules a bit, and have a really eclectic lifestyle.”

The fragrance packaging was inspired by how the fashion has so successfully
gone back to its roots. Hence the bottle and outer carton sport a metallic
version of the Joop! signature cornflower blue. The name is embossed on the
front in an eye-catching white and citrus green.
The flacon, which is curved at the back, is topped with a more modern version
of the familiar mushroom-shaped Joop! cap. “When you put Joop! Jump next to
Joop! Homme and Le Bain, there is coherence,” said Fitzgerald. “You can see
that they belong to the same family.”

The juice, created by IFF, is described by the company as “reassuringly
masculine”. A fougere, it opens on top notes of rosemary, thyme and
grapefruit.
However, in line with the Joop! “twist” concept, there is a frozen vodka note
in the heart. This is complemented by heliotrope, which is more usually found
in feminine fragrances. “Bringing in a flower was right,” stated
Fitzgerald. “It is dry, and not too sweet.” The base features Tonka bean,
musk and vetiver.
The fragrance line-up — the only part of the project that is totally classic,
according to Fitzgerald — comprises a 50ml and 100ml edt spray, a 100ml
aftershave splash, a 200ml Tonic Hair and Body Shampoo, and a 75ml deo stick.
The price points are described as mid-market."

I jeszcze wywiad+ Jette Joop

[forevermore79]

"TALKING HEADS: THE MOODIE REPORT INTERVIEWS LANCASTER GROUP’S AXEL DIETZ AND
FRANCOISE MARIEZ

The Moodie Report: What do you consider the Joop! brand brings to the Lancaster
Group portfolio?

Lancaster Group Senior Vice President Marketing Fragrances Françoise Mariez: A
lot. It is very special for us. It appeals predominantly to Germans, the UK
market and Australia. And it combines the classic on one side, but always
contrasted with a twist. With it, we can do different things, in more extreme,
outré ways.

What this means is that it does not cannibalise our other brands. It is
complementary. We are very committed to working this way, to paying specific
attention to each and every licensor.

Lancaster Group Senior Vice President Commercial Axel Dietz: What is
interesting is that in the Germanic markets, [the designer] Wolfgang [Joop]
himself is very well known. He is in himself a big brand. But in other markets,
such as the UK, he is not known, and so there the brand is known through the
fragrance; the fragrance itself is the strength.

The Moodie Report: Certain Lancaster brands are known for being particularly
strong in certain regions: where do you anticipate the new Joop! fragrance will
perform best and what are your objectives for it?

Mariez: In the core countries, we are looking for top positions. In Germany and
Australia, I would say top five; in the UK I will be more careful and say top
10. Brazil is another strong country. It depends on the individual market, but
our objective is to launch the fragrance where we know we have a good market
position already, either because of Wolfgang, or the fashion, or the fragrances
that have gone before.

What I will say for Joop! is that there are no small markets. Either we are
very strong or we are nowhere — there is no middle ground.

The Moodie Report: What is the strategy for travel retail?

Dietz: We will mostly follow where the Germans and the British go. Obviously
that means London and Frankfurt will be key doors, but so will Johannesburg and
the Canary Islands.

The Moodie Report: How will the launch be supported, in terms of promotions?
Will there be some unusual initiatives, in line with the ‘uncivilised’
fragrance concept?

Mariez: We aim to be very creative with the support, and there will be some
unconventional activities. One of our ideas is to hold a competition for the
best way to get undressed, to take off your suit.

We have given guidelines to each of the markets, and they will give us their
ideas and feedback soon, so it’s still a little early. But we want to emphasise
the non-conformist element. And that gives us a lot of scope.

The Moodie Report: What can you tell me about the new licensing agreement that
has been signed with Jette Joop, Wolfgang’s daughter?

Dietz: The first fragrance will come next summer. At this stage we don’t want
to say too much more. Jette has her own design company. She is very creative,
and designs jewellery as well as fashion.

In the key German market in particular, Jette is very visible and well known.
She is the heiress of the Joop dynasty; she represents the next generation.

Importantly, the development is perfectly in line with [Coty CEO] Bernd Beetz’
strategy of pursuing new licensing agreements in order to build the overall
business.

Mariez: And obviously, signing Jette is a great way to build the feminine side
of the Joop! brand. To date Joop! is mostly about men.

The Moodie Report: Given its masculine focus, might Joop! one day become more
than just a fragrance brand? Are there plans to enter the burgeoning men’s
skincare market?

Mariez: In the short term, there is nothing imminent, although I would never
say no for ever. I think at this stage, Joop! does not have enough legitimacy
to expand in this way. There are other brands within the Lancaster Group
portfolio, such as Davidoff and Jil Sander, which might be better suited to
such developments."

Jette Joop bedzie druga, odrebna marka- to nieliczny z przykladow, kiedy ojciec
i corka beda miec wlasne perfumy, i to w ramach tego samego koncernu.