Online Exclusives

Modern Love

By Christine Esposito, Associate Editor | January 12, 2010

Jovan is backing its new scent, Satisfaction, with a campaign that stays true to the brand�s heritage of using sex appeal to sell�this time with a modern twist.

In many ways, Jovan Musk proved the theory that sex sells. Some rather suggestive advertising helped propel this unknown fragrance to rock star status in the 1970s.Its creators were lauded for enlisting what was then considered rather provocative imagery and text to showcase the scent’s primary objective: help wearers find a mate. Print and TV spots resonated with free-lovin’ consumers, stirred up some controversy and ultimately helped sell a lot of perfume and cologne.

Fast-forward to February 2010:Jovan is ready to roll out two new scents under the Satisfaction banner—and will once again enlist love to drive in-store traffic and pique consumer interest. This time around, the plan includes the most modern of cupids: the internet

By partnering with dating website Match.com, Citysearch and American Greetings, Jovan has developed the “Satisfaction Guaranteed Toolkit,” an online widget will help consumers plan the perfect date, send out love notes, and even find that special someone. A supporting website will feature interactive videos and photo uploads that show consumers how Jovan Satisfaction will transform them.

“Jovan Satisfaction is taking the classic money back guarantee a step further, by not only guaranteeing product satisfaction, but also guaranteeing to improve our consumer's love life,” said Caroline Carter, marketing director for the Jovan brand.
 
A musky, modern floral, Jovan Satisfaction for Women combines a mix of mango, pear and warm vanilla created by Françoise Caron of Takasago. Satisfaction for Men is a modern oriental created by Domitille Bertier and Juliette Karagueuzoglou of IFF.
“We’re also doing a great deal of social media outreach to help introduce this new Jovan Satisfaction scent,” Carter continued. “Bloggers are some of the biggest influencers in the consumer arena for beauty products, their product reviews and comments about a product really resonate with other like-minded consumers.”

Bloggers should help generate some much-needed buzz among younger shoppers. Despite the success Jovan enjoyed throughout the 1970s, the brand’s launch activity slowed considerably thereafter. And while there have been some high-profile sponsorships—ala the Rolling Stones’ Tatoo You tour in 1981—today’s youth are at least a generation removed from Jovan’s biggest endeavors.In fact, when Jovan Black for Men and Women rolled out last year, it marked the end of a17-year launch drought for the company.

Still, Jovan has proved it has staying power—even in the celebrity driven mass fragrance sector. While Jovan Musk for Women and Jovan Musk for Men fell 7.7% and 13.14%, respectively, at supermarkets, drug stores and mass outlets (excluding Walmart) for the 52 weeks ended Sept. 30, 2009, both were in the top 10 in their categories, according to Information Resources, Inc., Chicago.

With back-to-back launches and this new campaign it appears Coty is ready to make Jovan more relevant than retro going forward.

“Entering the social media space is a perfect way for Jovan Satisfaction to connect to the younger consumers and keep the brand modern.” Carter told Happi. “Based on the brand's continued success, Coty felt it was time to introduce the Jovan name to a younger audience. Jovan Black and now Jovan Satisfaction offer a modern interpretation on Jovan's core values.”

Coty has tapped Robin Leedy & Associates, a Mount Kisco, NY-agency to handle Jovan, including integrated social media and PR campaigns for Jovan Satisfaction.

The new campaign and the new fragrances have a lot to live up to as the Jovan stable has garnered its fare share of FiFis, including best national advertising campaign honors in 1975 and 1978.
  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • Wensman Joins Macadamia Beauty

    February 27, 2017
    Brings experience from Paul Mitchell, Urban Decay and more.

  • Care for Your Hair

    Care for Your Hair

    Melissa Meisel, Associate Editor||February 27, 2017
    Salon expert Richard Jay talks about protecting tresses.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Coast To Coast

    Coast To Coast

    Melissa Meisel, Associate Editor||January 30, 2017
    Natural hand wash brand is aiming to make an environmental difference.

  • Switch It Up

    Switch It Up

    Christine Esposito, Associate Editor||January 30, 2017
    Chicago startup seeks to shake up the AP/deo category with a new launch that meshes sustainability, style and scent.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Pro Pigments

    Pro Pigments

    Melissa Meisel, Associate Editor||December 12, 2016
    Makeup brand Kryloan has a rich history in the industry and now open doors at a NYC flagship.

  • Fast Forward

    Fast Forward

    Melissa Meisel, Associate Editor||December 12, 2016
    Doug Cooper of IP Brands is thinking ahead when it comes to beauty trends.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Skin Care Sensation

    Skin Care Sensation

    Melissa Meisel, Associate Editor||November 7, 2016
    Circ Cell aims to be unique with formulations that uphold skin tone.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.