In 1986, Max Factor released Magic Beat, it's trio of fragrances specifically designed for teenagers in conjunction with singer Michael Jackson.
Magic Beat was under a license from Michael Jackson to use his picture and signature in promoting the line. Entertainment Properties paid $18 million for the right to market the Michael memorabilia.
Max Factor planned the availability of Magic Beat for October to coincide with the release of Jackson's new album, new music video, his young sportswear line and upcoming concert tour.
Max Factor spokeswoman, Amy Manasabitz claimed Jackson was chosen to launch the product because "he was the embodiment of teenagers...His impact on teen lifestyles in unparalleled." The advertising was androgynous, and referred to teens without mentioning which gender it was meant for.
The announcement of the latest project was made in an album like cover, with press information tucked into the jacket where an album should be. The Max Factor promotional campaign kit for stores about the Magic Beat collection of colognes: Unwind, Heartbeat and Wildfire. Included are documents about the marketing events, a calendar of events for 1986 and 1987, and the official picture-disc of Thriller (with a second sticker on it saying "for promotion only, ownership reserved by CBS, sale is unlawful").
The product line was introduced to more than 1500 stores nationwide including, JC Penney, Sears, Target and Montgomery Ward. Max Factor and Entertainment Properties did a coast to coast promotional tour to promote that fragrance, with a Michael Jackson lookalike. Jackson himself did not make any appearances because as Warren Hirsch, president of Entertainment Properties explained, "if you brought him into a retail establishment, your major problem would be crowd control."
Hirsch predicted $6 to $10 million in licensing sales.
The Fragrances:
The Magic Beat collection consisted of three different fragrances:
- Unwind, a soft fragrance with citrus, lavender and vanilla highlights is targeted to a teen's casual lifestyle.
- Heartbeat with it's rich combination of soft, light, floral and woody undertones was meant for the romantically inclined.
- Wildfire is a sensual scent with floral and amber notes, sweetened with vanilla for adventuresome types.
The Collection:
The Magic Beat line was approved by Jackson and authorized with his signature. The Magic Beat collection was housed in moon shaped bottles and star shaped packaging to capture the attention of 12-18 year old girls. Various novelty items were added to the packaging such as a 0.12 oz scented ink pen (a glorified magic marker for $4.95), a cologne mousse containing gold glitter for a shimmer highlight effect on the skin ($5.50), a perfume and Magic Star necklace gift set for $8.95. The spray on perfume cost $5.95 and the splash on cologne for $2.95.
By November, 1986, many of the products were put on sale just in time for Christmas.
The Reactions:
The December 1986 Los Angeles Times newspaper ran an article about one of their reporters who headed to a Starkey's Deli and Arcade at the Beverly Center, Beverly Hills mall, with all three of the fragrances to see what local teens had to say about the product.
Grace Chu, a 15 year old, said she "used to be crazy about Michael when he was popular." She usually wore Cacharel's soft floral Anais- Anais and voted for Heartbeat. Chu said that "it's softer than the other two. I'd wear it for anything special but not school."
Sisters Michele and Carol Clausen, ages 14 and 16, preferred Unwind because it "smelled expensive" (probably the closest fragrance to their favorite brand, Estee Lauder), and they would "wear it on a date". They did not favor Wildfire because they felt it was "too cheap smelling".
A 16 year old girl, Mahan Soleymani, chose Unwind and said she would "be attracted to a guy wearing the sexy fragrance." Already a wearer of Lagerfeld's Chloe, she chose Wildfire for herself.
An "unidentified Trivia Whiz player" could not be bothered to interrupt her video game playing to take the perfume test because, she claimed "they stink too much already and they're not even out of the bag."
What did women above the test market have to say? 21 year old Londoner Nancy Lillian said she prefers fragrances which are "light and fruity" and if she had to choose, she would pick Wildfire. However, she said it was "too light and doesn't last really." She also mentioned that Heartbeat gave her "a headache."
From a guy's point of view, 16 year old Steve Choi, was reluctant to even try the fragrances, and liked Obsession, he sad he "would not buy any of the Magic Beat perfumes." While Sean Freed, 18, said he was not a fan of Michael Jackson but he voted for Heartbeat, saying that "if a girl was wearing Heartbeat, it would get my attention, Wildfire is too bland smelling. Sweat smells better."
The Fate of the Fragrances:
By December 1986, the sales dwindled and within 2 months of it's debut, the line was considered a flop. The cause: image reduction. Everything in 1986 was Michael, Michael, Michael, not only a singer, but a conglomerate. There were scores of Michael Jackson licensed products: microphone, sportswear line, toy pets based on Michael's zoo, sunglasses, Disney movie, doll, watches, a glittering sequined glove (I actually had this), not to mention his Pepsi commercials.
Other causes were lack of target clientele and the scents themselves.
The reaction was captured from Elizabeth Garo in a December 1986 newspaper article where department store fragrance counters revealed the bad news.
Jessie Childers, manager at JC Penney in Downey, said that it "wasn't selling so I returned it to the company. I needed room for other items." Betty Larsen, manager at Lakewood JC Penney, did the same, and added that "I felt that the perfume was aimed at younger people and we don't have that kind of clientele." The Carson JC Penney never carried the Magic Beat fragrances, but an employee from the store mentioned that "we do carry the LaToya Jackson bath oil from the Mahogany line and that sells a lot."
Saleswoman from Long Beach Target, Sheri Adams, said "It's highlighted as a 'New at Target' item, so it's still on a trial basis. People are rummaging through the display but it's not really selling."
Sales at the Lakewood Montgomery Ward did not fare any better, as manager Genevea Salvero claims, I have almost as much in as when we first got it. We'll probably send it back. Customers will look at it, smell it - but won't buy it." The Torrance Montgomery Ward however reported strong responses for the Wildfire and Heartbeat perfumes.
An anonymous employee at the Sears store in Cerritos, mentioned that "People like the packaging because it's so bright, but as for smelling it, they don't like it. We have plenty of the perfumes left. Usually the kids just look at it."
A Max Factor publicist ventured that "it's still too early to discuss sales figures." In 1987, Cheryl Scott-Daniels, vice president of fragrance marketing for Max Factor explained that the failure was due to bad timing. The perfume line was scheduled to coincide with the release of Jackson's new album, however, the album was delayed by the time the perfume was introduced.
However, by 1988, the line was discontinued.
