Superstar Jennifer Lopez is back in the beauty business.
The multi-hyphenate, whose signature fragrance once generated $100 million in one year, has teamed with Inglot Cosmetics on a limited-edition makeup line, Jennifer Lopez Inglot, which is set to launch globally on April 26. The 70-item collection includes powders, lipsticks, eye shadows, eyelashes, palettes, blush and bronzers, all designed in shades of pale, nude, gold and shimmer with Lopez’s signature “J.Lo Glow” look in mind.
Lopez worked closely with the Poland-based makeup artistry brand to develop the line, selecting colors, advising on package design, appearing in an advertising campaign and even naming items after some key career highlights — for instance, a bronzer and highlighter are named “Boogie Down Bronze” and “Livin’ the Highlight.”
A limited-edition palette featuring three eye shadows and a sculpting powder will launch for pre-sale on April 17 on inglotusa.com to tease the full collection. The palette will retail for $49, and the rest of the collection ranges from $8.50 to $26. The full collection will roll out to inglotusa.com, jenniferlopezinglot.com, Inglot’s 755 global freestanding doors and 25 Macy’s doors in the U.S. on April 26.
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Inglot declined to provide sales figures, but industry sources estimate the Jennifer Lopez Inglot collection will generate $15 million in retail sales in its first three months on shelves. Inglot is estimated to have generated $300 million in sales in 2017.
Lopez is a proven powerhouse sales-driver in the beauty industry, having launched 24 fragrances and generating close to $2 billion in sales over the course of two decades. Her blockbuster 2002 fragrance launch, Glow by J.Lo, is credited with triggering the revival of the celebrity fragrance category and was a strong seller for years, generating some $100 million in sales in 2005. But the celebrity fragrance market has since softened in favor of hyped makeup launches like Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics. Coty Inc., which launched Glow by J.Lo, last year divested Lopez’s fragrance license to Designer Parfums.
“It is something I have been wanting to do for a very long time,” Lopez said. “A makeup line seemed like a natural progression since people are always asking about the products I use and how I get the glow to my skin.”
The Inglot collection is not Lopez’s first foray into makeup — she has served as an ambassador for L’Oréal Paris since 2010. But it’s the first time she has helped develop a collection with her name on it.
“I really wanted to make it representative of what I would like, what I would use, from the color but also the quality,” said Lopez, who worked closely with Inglot to develop products such as the Lipglossy lip gloss and Viva Las Lashes Mascara. “The price point was very important to me, which is why I chose to partner with Inglot. We can create great quality products that are affordable.”
Lopez also sat for an ad campaign shoot — the images will be used to promote the collection online, on social media and in Inglot freestanding stores. There are 755 brick-and-mortar doors globally.
Additionally, a marketing campaign will kick off with an influencer trip to Las Vegas, attended by some 25 influencers from the U.S. and global markets. Inglot will also be producing how-to videos and tutorials to promote digitally and on social media, a key element that Lopez wanted for the line.
“People don’t realize how [to] use products sometimes, and how you apply them is the most important. All products are different so we’re going to try to show you how to use everything and how the collection is designed. I am a mom, I have a lot going on so sometimes it’s really about getting things done quickly and still looking awesome,” Lopez said.
A key component of the collection is Inglot’s signature Freedom System, a magnetized palette design that allows customers to select different products and shades from the collection and customize their own palettes — there more than 300,000 combination possibilities within Jennifer Lopez Inglot.
“We’re offering our signature Freedom System, which allows consumers to create their own palettes, so they can become their own version of Jennifer with [shades] of their choosing, designed by her,” said Grzegorz Inglot, vice president of U.S. operations for Inglot. “It’s pretty special because you can build any palette you want.”
Grzegorz Inglot is the nephew of Inglot Cosmetics founder Wojciech Inglot, who died in 2013. Wojciech Inglot’s brother, Zbigniew, is the company’s president.
For Inglot Cosmetics, the Jennifer Lopez collection comes at a time when the brand is attempting to raise awareness in the U.S. market while broadening its base in its fastest-growing international market — Latin America, where Lopez’s celebrity is especially resonant. In 2018, the brand will expand into Brazil and Paraguay. The makeup artistry brand, which was founded in Poland in 1983, has been working on expanding its U.S. presence since 2009, when it opened its first freestanding store in Times Square. Three years later, the brand entered Macy’s — it is now in 25 of the retailer’s doors and operates six freestanding stores in the U.S.
“She believes beauty is a great way for women to express themselves, and it’s what we believe, too,” Inglot said. “She’s more than just the face of the collection, she’s a real collaborator here.”
The collection is intended for now to remain on sale for one year, and Inglot noted that a refresh with new products will happen at some point during the year.
“I think the most important thing is that she’s real,” Inglot said. “She juggles multiple jobs and motherhood and she’s committed to empowering women.”