Friday, December 3, 2010

Jennifer Lopez Named L'Oréal Paris Global Brand Ambassador

Jennifer Lopez is the new global brand ambassador for L'Oréal Paris. Photo: Frederick M. Brown/Getty Images

J.Lo is coming to a drugstore near you.

The 41-year-old pop culture icon has just signed a multi-million dollar contract to become the new global brand ambassador of L'Oréal Paris, where her first campaign will tout EverSleek, a new smoothing line debuting under the brand's Ever franchise of hair care products.

"You can't help that when you work collaboratively with a team where you are the focus, that how you look and feel is very important to how you portray something," Lopez told WWD. "So what I wear and how the hair and makeup is and how I move...says a lot for the product and what we are trying to portray."

The ad was shot on November 13 and 14 in New York's Silvercup Studios, and will first air on January 16, during the annual Golden Globes telecast. Print ads will make their debut in February's fashion magazines.

Brand execs say that Lopez's campaign will signal a change in tone for L'Oréal's advertising outreach in 2011, which they are aiming to make more personal and conversational.

"The script was written from day one with Jennifer in mind. It was never just another commercial, it was designed for Jennifer's personality. She is the one speaking directly to the camera, there is no voice-over, and she speaks in her own words," Global Brand President of L'Oréal Paris Cyril Chapuy told WWD.

Lopez has appeared to lighten the load of her performing career since giving birth to fraternal twins Emme Maribel Muñiz and Maximilan "Max" David Muñiz in February of 2008. But with the announcement of the contract and a new album -- "Love" -- set to debut in 2011, the new year could signal a big bang for Mama Lopez.

While the L'Oréal Paris contract marks the first of the cosmetics kind for the singing diva, Lopez has already made a very profitable step into the fragrance industry.

After debuting her first scent Glow in 2002 under the wings of beauty giant Coty Inc., Lopez has netted $150 million in retail sales for the best-seller since. Her fragrance empire has gone on to include about 16 scents, for a cumulative sales number of approximately $1 billion over the years.

Now that's a far cry from the Bronx-born singer's humble beginnings.

Lopez has also famously dabbled in fashion, having launched Sweetface Fashions along with Andy Hilfiger in 2001. Though the line of urban jeans, accessories and eyewear shuttered in 2009, Lopez and husband Marc Anthony just debuted an affordable new clothing venture with Kohl's in November.

As for her own inspirational style icons? Lopez points to Barbara Streisand, Ava Gardner and Elizabeth Taylor. "I don't think it's a secret how I choose to wear and present myself with Old Hollywood glamour looks from the forties and fifties," said Lopez.

When it comes to taking a turn on the red carpet, Lopez says she mostly reaches for Marchesa, Gucci, Balmain, Dolce & Gabbana, and Roberto Cavalli. Yet, wearing an unknown name is always a possibility if it has the right fit and a "little bit of a dramatic something," she adds.

"I'm not going to have the Lady Gaga hat on. That is not my style."

We're going to guess she'll skip out on the Lady Gaga shoes as well -- which recently had our own editor tumbling around the StyleList offices.

Hair News Network

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