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Friday, January 15, 2021

CEO Spotlight

Profile- Business of Stars: Jennifer Lopez’s new beauty line and the end of the collaboration with the Kohl’s

Ten years ago Jennifer Lopez decided to collaborate with the Kohl’s Corporation launching a line of clothing, called the Jennifer Lopez Collection. The clothing line includes sportswear, dresses, handbags, jewelry, shoes, sleepwear, bedding, and towels. The American lifestyle brand is sold exclusively at Kohl’s department stores and at Kohls.com in the U.S. In Mexico, it is sold at department store Coppel.

The partnership was announced in November 2010 and Lopez’s then-husband Marc Anthony was also included in the deal. They were the first celebrity couple to simultaneously design collections for one retailer and the collection was aimed at including men’s and women’s clothing. When Lopez and Anthony divorced the lines were marked as two separate brands.

The above deal was one of the most successful for Lopez and for the history of the retail industry. Lopez signed many business deals during all these years concerning the retail sector. Her net worth is about $400 million with all these accomplishments. The line’s items range in price from $20 to more than $100. More specifically, the line includes casual tops to gorgeous dresses, jeans, and comfy shorts.

However, 2020 was a very difficult year and this collaboration between Jennifer Lopez and the Kohl’s Corporation came to an end. Kohl’s made the decision to remove Jennifer Lopez’s eponymous line after a very dramatic dip in sales across their stores. It is worth mentioning that this line was consistently a top seller for the department store. If you try and visit Kohl’s.com there are still plenty of items from Jennifer Lopez’s collection that you can buy. Obviously, it is until stocks run out.

Nevertheless, Lopez does not give up. Her ambitions are to build her brand name into an empire. Last August, the singer posted two selfies on her Instagram account, in which her skin radiates, while she points out in the description that this is a no-makeup photo. Her fans started wondering how she preserves her skin in such a good condition. And somehow, the news leaked. From December 2019, an Instagram account called “JLo Beauty” was created, which remained closed until recently, which opened to the public, confirming the first beauty line with Lopez’s signature. The page already has thousands of followers and likes.

A short video shows the star talking about beauty, emphasizing that has no expiration date, a motto that she adopts and inspires in her new venture. In fact, in one of the photos of “JLo Beauty” we see the mother of the singer, who has told her many beauty secrets. Visiting the website jlobeauty.com people who are interested can have a look at all the beauty products. As Jennifer Lopez describes at the website for many years women asked her about her skin. “I felt almost an obligation to share what I’ve learned. It’s taken 20 years to realize this dream, because I knew that when we launched, it had to be amazing because it has my name on it. I’ve been involved in all aspects of development, because JLo Beauty has to authentically mirror my values and reflect who I am, what I believe in, and how I live my life”. With the above words Jennifer Lopez describes her new achievement. As she says her goal was to create luxurious but accessible skincare products.

At the same time Jennifer Lopez has plenty of others brand partnerships. J.Lo’s been the face of the brand Guess since 2018. Jennifer Lopez has partnered with the sunglasses brand, Quay Australia, on at least two collections. The second, according to Forbes, launched in 2019. One of Jennifer Lopez’s more recent brand partnerships involves the shoe retailer, DSW. Jennifer Lopez’s line launched in March 2020. In November 2019 was announced a deal with Coach. The singer was the face of their ad campaigns.

As you see from the above Jennifer Lopez shows no signs of slowing down. She continues her successful business deals that allow her to add more and more money to her bank account.

Maria Gourtsilidou
Maria Gourtsilidou is Senior Editor of Research and Data Analytics at the CEOWORLD magazine. She is responsible for driving thought leadership, using data analytics to showcase the company’s products and services, and fostering knowledge sharing between CEOWORLD magazine and client organizations. She studied Public Administration (Economics Of The Public Sector) in Greece and holds a Bachelor’s in Public Administration from the Panteion University of Political & Social Studies. Follow Maria Gourtsilidou on Twitter. Write at maria-gourtsilidou@ceoworld.biz.
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