Jo Lo is back! Via StyleList: 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.
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.