THE WHAT? Jennifer Lopez has announced the first category expansion of JLo Beauty with the launch of a new body care range.
THE DETAILS Lopez will launch the Firm + Flaunt Targeted Booty Balm, which is said to help improve skin elasticity and fade the appearance of stretch marks in targeted areas like the bottom, hips and thighs with a blend of active ingredients such as Guarana Seed Extract and Pink Pepperslim.
The actress and singer marked the launch with a omnichannel marketing campaign, including bi-coastal billboards, print ads, e-mail, SMS, exclusive social content, LIVE moments with Jennifer, influencer campaigns, activations with exclusive retailer Sephora, and partnerships with select JLo superfans.
THE WHY? Lopez said, “We give all this care and attention to the skin on our face, but we sometimes neglect the body. It was important to me to create a skincare routine for the body to address its specific and unique needs. It’s all the power and science behind JLo Beauty – now for body.”