Jennifer Lopez On JLo Beauty

NEW YORK, UNITED STATES — Last summer, D.M. Fashion Book reported that Jennifer Lopez was launching her new brand, JLo Beauty (see it here).

The brand will launch in North America on January 1. JLo Beauty launches with eight products — six skin care, one skin-care-makeup hybrid and a supplement — that are the result of more than 100 reformulations over the past two years. The names are: That Hit Single in a Gel Cream Cleanser, That Blockbuster in a Nonstop Wonder Cream, That Fresh Take in a Fierce Eye Cream, to name a few.

Lopez said in an interview with WWD, “What I wanted to do for this initial line was to provide simple skin care that is about natural beauty and feeling great in your own skin.”

The brand will be sold direct-to-consumer via Jlobeauty.com, with Sephora as a retail partner. JLo Beauty will be available to purchase via Amazon starting Jan. 14. Prices range from $18 for an individual face mask to $79 for a serum.

The trademark for JLo Beauty was filed under Ascendant Beauty LLC, a joint venture between Lopez and Guthy-Renker.

In the past, Lopez has previously done licensing deals — most notably for her fragrance franchise worth more than $2 billion. This time, she wanted to be a co-owner.

“Artists have done [licensing deals] for a long time, and they don’t have any ownership in the things that they create,” Lopez said. “It’s important for me, at this point in my career, to own. [Guthy-Renker was] a great partner in also understanding what it is I wanted to do.”

Speaking to WWD via phone, Guthy-Renker cofounder Greg Renker called Lopez “a global cultural icon,” adding that he and his team had pursued her for “at least four years” before signing a deal.

“The opportunity to be in business with Jennifer is literally a dream come true for Guthy-Renker,” he said. “We were somewhat relentless in our persistence because we wanted to be in business with her so much.”

Renker noted Lopez’s “powerful” social reach in the U.S., calling it “a new ballgame for us relative to how prepared we have to be to meet her standards,” as well as consumer demand.

“I think one of our bigger issues may be whether or not we’ve created enough inventory on Day One,” Renker said. “We better be darn well prepared.”

Renker declined to offer a sales estimate for JLo Beauty, but industry sources expect the brand to do as much as $150 million at retail in North America in 2021.

For JLo Beauty, Lopez helped develop an olive complex consisting of squalane, fermented oil, extra virgin oil and leaf extract. The complex was inspired by a beauty secret shared with her by the women in her family.

“My mom, my aunt, my grandmother, all of them used olive oil as a beauty product [on] hair when it got too dry, on your face and your body, on the belly when you’re pregnant,” Lopez said. “What it does for the skin is amazing, [but ] nobody wants to smell like a salad. So, it was like, how do we take the olive and create something that is proprietary to us?”

That Star Filter in an Instant Complexion Booster is the brand’s skin-care-makeup hybrid, $39, that is meant to give a “finishing touch” to a no-makeup or full coverage look, Lopez said. The dietary supplement, $36, is meant to combat inflammation and signs of aging via ingredients like olive extract, vitamin E, manganese and copper.

Lopez plans to expand JLo Beauty into other categories, such as body, via creams, oils and bath items.

“There’s an expansion here that goes beyond specialized creams for different skin types,” Lopez said. “What I wanted to do for this initial line was to provide simple skin care that is about natural beauty and feeling great in your own skin.”

Photos Credit: Courtesy of JLo Beauty

Source: WWD