By  on October 26, 2007

With her new scent, Deseo, Jennifer Lopez presents a diamond in the rough — or at least, that's what the bottle is intended to resemble. The fragrance is the first of Lopez's beauty projects to reference her Latino heritage. Due out in February, it could generate more than $20 million at retail in the U.S. in its first year on counter.

Five years after the launch of her first blockbuster scent, Glow by JLo, Jennifer Lopez is shifting the focus of her beauty business to complement her personal life.

"I have a lot of synergy happening in my life right now that is taking me back to my roots and to everything that I'm about and how I was raised," said Lopez. "This is what I really find my heart is into. It's the first time I have decided to use a Spanish word for one of our fragrances. We really look at where I am at in my life and what is important to me at that time. But the one thing that we have always concentrated on from the beginning is to be as truthful as we can." (And no, Lopez still has no comment on the pregnancy rumors which have been swirling since early September.)

Her new scent, Deseo, references Lopez's Latino heritage, unlike most of her earlier scents — which include Glow, Still Jennifer Lopez and Miami Glow. It will be launched in February.

Lopez admits that her ride through the beauty world has been quite the education. In 2002, she single-handedly revived the celebrity genre by racking up first-year global sales of $100 million with her maiden fragrance, Glow.

Since then, the category has had a rush of entrants, including Gwen Stefani, Sean "Diddy" Combs, Usher, Sarah Jessica Parker and Mariah Carey.

"The celebrity fragrance category is huge now and it's very competitive — it has changed a lot [since my entry into it]," said Lopez. "I really had no clue what to expect when I created my first fragrance, but like every other artistic endeavor I do, I just listened to my gut and made sure that I expressed myself completely. I was lucky that I found the right partner with Coty — who encouraged my creativity and really brought my vision to life."

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