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Jennifer Lopez has been on a massive P.R. blitz over the last few months to tout her latest project. She’s graced the covers of Elle and Allure, signed autographs in Miami, talked with influencers over Zoom, and even hawked her new venture on Instagram while she was in D.C. for President Biden’s inauguration in January.
Publicity is certainly nothing new for the 51-year-old multihyphenate. She’s released eight albums, starred in dozens of films and TV shows, and launched 25—yes, 25—perfumes under her name. But her latest push is new, albeit familiar, terrain: It’s for the launch of JLo Beauty, her skin-care line.
Want to get a glow like J.Lo? Well, she’s now selling a serum promising literally that—it’s called That JLo Glow and retails for $79—along with a Wonder Cream for $58 and a Fresh Take Eye Cream for $48, among several other products.
“I was just, like, I have to do skin care because the number one question, no matter where I went—if I was filming a movie, music, or whatever—was ‘What are you doing for your skin?’” Lopez told a group of beauty editors, including Glamour, ahead of the launch.
Stacy Jones, founder and CEO of Hollywood Branded, which brings celebrities and companies together for partnerships, thinks it’s more attractive than ever for celebrities to run their own brands—rather than just slapping their name on something via a licensing deal.
“Celebrities want an active stake in the action, where their time and energy, and association, can yield returns that far outlast a single endorsement campaign,” she told Glamour. “The sky is the limit now, thanks to social media and the massive footprint celebrities have online. From celebrities’ receiving C-suite titles to creating limited-edition lines to fully branded and owned product lines…it’s a potential financial windfall.”
How big a financial windfall are we talking about here? Many people point to Jenner’s success—selling 51% of her beauty line to Coty for $600 million—but there are other runaway success stories to point to, such as Gwyneth Paltrow’s Goop, which was valued at $250 million in 2018, and Jessica Alba’s Honest Company—now a $1 billion unicorn. Skin care is a core business for both these companies.
“A brand that is established and grows will, over time, yield more income than an endorsement or licensing deal that ends after a set number of years,” Jones points out.