Once is never enough for Jennifer Lopez.
The soon-to-be-Mrs. Affleck is again expanding her multihyphenate empire with the release of Still Jennifer Lopez, the second J.Lo-inspired fragrance.
Lopez's first perfume, Glow, attracted mass appeal among the singer-actress' Jenny from the Block minions. This time around, she's looking to attract a more sophisticated and mature customer, according to Michele Scannavini, president of Coty's prestige fragrance division.
"This is the second step of building the Jennifer Lopez beauty house," Scannavini told the Associated Press. "She's not a one-shot deal. The idea behind the new product is that we want to present a different face of Jennifer Lopez--she is a multifaceted artist."
Like Glow, Still Jennifer Lopez will be hocked by J.Lo herself via a series of magazine ads. This time, Lopez will be fully dressed (the last ad featured a naked shot of the actress obscured by a frosted glass).
"J.Lo is a little bit like Marilyn Monroe, she's glamorous and sensual," said Scannavini.
In fact, Lopez be channeling her inner Marilyn, getting dolled up like the breathy movie queen as she pitches the slogan, "In the eye of the storm, I am still Jennifer Lopez."
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Still Jennifer Lopez also emulates Glow in its jewelry-themed packaging. Each bottle of Still Jennifer Lopez sports a fake diamond ring around the neck of the bottle (nope, it's not a copy of the monster engagement rock from Ben). Glow comes with a necklace.
Ironically, Still Jennifer Lopez's scent seems to be timed to coincide with the likely stinker Gigli. Hopefully, the perfume performs better than many show-biz insiders believe the movie will.
Already beset with problems and bad publicity (the film has changed its name from Gigli to Tough Love and then back again; its opening date has changed four times--it was originally set to open last November; and filmmakers had to reshoot the ending after disastrous test screenings), the hit-man comedy, costarring Ben Affleck, has already been deemed a dud by some early critics.
"Never have I seen such a disastrous film as this," ranted Harry Knowles in an early review on the Ain't It Cool News Website. "Avoid this like the plague."
With her perfume, movies, music and multiple television interviews with fiancé Affleck professing their love for each other, many wonder if the market has hit J.Lo saturation."It will reach a point where, like anything else, there may be overexposure," Mark Malinowski, director for entertainment marketing at Ketchum, told the New York Times.
It remains to be seen if that prediction will prove true. But for now, Lopez is moving full steam ahead.
Gigli opens next Wednesday. "Baby I Love U!" the fourth single off the This Is Me...Then album, has also just been released along with a video featuring Gigli footage. J.Lo then reteams with Affleck again a few months later for release of Jersey Girl.
And God only knows what will happen when the Jen and Ben wedding occurs.