THE WHAT? Jennifer Lopez has announced the launch of her own beauty line, JLo Beauty. The range is described as a ‘luxurious skin care collection’, and was developed by Ascendant Beauty.

THE DETAILS The range is built around the singer’s own beauty philosophy, dubbed The Five S’s – namely sleep, sunscreen, serum, supplements and sano (health). Formulated with Olive Complex, a four-part olive blend of squalene, fermented oil, extra virgin oil and leaf extract, the eight-piece collection comprises a cleaner, serum, mask, wonder cream, SPF30 moisturiser, eye cream, complexion booster and dietary supplement.

“I want people to know that this is deeply meaningful for me, that it’s personal. Now I want to share what I’ve learned with people everywhere. You want to know how I got my skin, how I look this way? This is how. This is how I live my life and it’s pretty simple,” said Jennifer Lopez, Founder, JLo Beauty

THE WHY? Celebrity skin care is the new make-up and perfume. With a strong wellness lean (note the supplement), the range has been pitched to appeal to today’s consumer.