Guess what? News just in reports that 41 year old pop icon Jennifer Lopez has just signed to become the new global brand ambassador for L'Oréal Paris. Interesting news bearing in mind that Lopez has undeniably lightened the load of her performing career since giving birth to twins Emme Maribel Muñiz and "Max" David Muñiz in February 2008. Moreover, there’s no denying that J-Lo’s undeniably picky when it comes to the endorsement deals, holding out for only the best (we’re thinking of the Gucci charity campaign she did with her kids earlier this year, and way back in 2003 she starred in the Louis Vuitton ad campaign). But with the announcement of the new contract and her new album "Love" due to be released next year, it looks like 2011 will be considerable busier for La Lopez.
Her first campaign for cosmetics giant L’Oréal is set to be EverSleek, a new smoothing line of hair products, and a first for the brand in terms of hair-care.
'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.'
Rumour has it that Lopez's campaign will signal a change in tone for L'Oréal's advertising in 2011 – the brand are aiming to make it more personal and conversational. J-Lo’s first ad will air on TV in January 2011, while print ads will make their debut in February's mags.
Global Brand President of L'Oréal Paris Cyril Chapuy told WWD that, '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.'
- Rose Beer