• September 15, 2008

Cosmetics firm Coty has launched the first element of its multi-platform push for its first men's fragrance under the Jennifer Lopez brand, Deseo for Men.

The cologne, which follows the launch of the women's Deseo earlier this year, will get an integrated campaign, including a new Web site via Story Worldwide, N.Y., touting Deseo with a sweepstakes offering a trip to Puerto Rico. The effort will also include print and offline marketing, promotions and CRM.

The set reportedly comprises eaux de toilette in two sizes, 1.7 oz. for $45 and 3.4 oz. for $55; a 3.4-oz. aftershave balm, $40, and a 2.4-oz. deodorant, $16.--Karl Greenberg