JLo Glow After Dark Show

Consumer Activation Target
Outgoing, In-The-Know Socialites

Challenge
The JLo fragrance franchise was launching its fifth product, Glow After Dark, and needed an innovative concept that engaged consumers and drove retailer acceptance.

Solution
Alcone recognized that today’s young women enjoy and have come to expect a heightened level of involvement with their favorite brands. In support of the insight, Alcone created the “Glow After Dark Show.” Part reality show, part soap opera, part docu-drama, part game show, the program kicked off with consumers submitting their “audition” and was followed by on line viewers “voting” for their favorites. The result? Five lucky women were selected to participate in a once-in-a-lifetime experience. “Living the JLo life” in New York City! Each day included unique celebrity-style challenges, with the entire competition captured and aired in a series of two-week webisodes.

Results
The Alcone generated solution established a new benchmark for success at Coty, demonstrating that a web-based concept can effectively drive retail performance. Sales along with retailer acceptance and support surpassed traditional launch benchmarks, with web traffic increases of 400%, adding nearly 250,000 JLo fans to the Coty database.