BEAUTY Jennifer López, the most popular Latin entertainer in the US, is set to début her beauty line in January. We look through the clues that López has left about her new line since she first teased it in August
While Huda Kattan heads the leaderboard in our article on beauty-tip influencers, come January 1, 2021 she will have a rival in the beauty stakes as Jennifer López launches her beauty range in association with the US firm Guthy–Renker.
Superstar López has already teased the line on her Instagram (@jlo) where she boats 133 million followers. While details are few at press time, the new venture has already set up a new Instagram account at @jlobeauty and netted a six-figure following. Two clues presently are the rose gold packaging, and that she will offer skin care and cosmetics. López comments occasionally on the Beauty account, and the two share related content—such as López’s use of JLo Beauty’s lipstick as part of her look at the People’s Choice Awards in November 2020, to keep interest high.
López has publicly said on her Instagram, ‘This isn’t just a passion project, it’s a 30-year dream. I can’t wait to share my skincare secrets with you.’ There are numerous references to ‘glow’, which is likely to form part of the messaging, and the tagline is expected to be ‘Beauty has no expiration date.’
She also said, ‘As women, people are so ready to write us off. I just kept waiting for that to happen, and I realized, no, I’m not gonna let that happen. It’s about being limitless. It’s about being powerful and understanding beauty really doesn’t have an expiration date.’
Fans will be able to access some early details about her line on December 8 after signing up via a link she shared on both accounts.
López, 51, is well known for her ageless beauty, maintaining her looks over decades of being in the public eye.
She endorses some products, but fewer than many celebrities. In 2015, Lucire reported on her Endless Jewellery collaboration, working with the Danish brand as it promoted its Jennifer López Collection. She has lent her name to watches, before endorsing Guess Watches earlier this year. And there have been Jennifer López clothes for the mass market.
JLo Beauty is not her first foray into the beauty sector: she has lent her name to perfumes since 2002. The first, Glow, was developed by Coty that year, working with the company till 2016. Her most recent two fragrances, Enduring Glow and Promise, were collaborations with the English-based sa Designer Parfums Ltd., which also creates fragrances for Naomi Campbell and Cerruti 1881. Promise, her most recent, is her 25th fragrance since 2002.
But skin care and cosmetics are new areas for the singer and actress, once rated by Forbes to be the most powerful celebrity in the world. •
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