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, 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.
blog comments powered by Disqus
  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Free and Clear

    Free and Clear

    Melissa Meisel, Associate Editor||October 17, 2016
    OY-L aims for zero-chemical skin care.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Restoring Rembrandt

    Restoring Rembrandt

    Christine Esposito, Associate Editor||September 26, 2016
    Ranir LLC has acquired Rembrandt, an iconic name in teeth whitening, and plans to make it a staple in the value segment.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Jam On It!

    Jam On It!

    Melissa Meisel, Associate Editor||September 19, 2016
    Jamberry sees success in artsy nail accessories.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Vintage Glamour Rules the Runways at NYFW

    Vintage Glamour Rules the Runways at NYFW

    Melissa Meisel, Associate Editor||September 12, 2016
    A look at trends in cosmetics and hairstyling.

  • Rock n Roll

    Rock n Roll

    Melissa Meisel, Associate Editor||September 6, 2016
    A new sunscreen applicator is slowly making noise in the industry.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • The Butler Does It

    The Butler Does It

    August 15, 2016
    A new green cleaning product at your service.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • It

    It's a Shoe In!

    Melissa Meisel, Associate Editor||August 8, 2016
    Butter London links up with footwear designer for special collaboration.

  • The Power of Three

    The Power of Three

    Melissa Meisel, Associate Editor||August 1, 2016
    Iles Formula tri-system for tresses garners a celebrity following.