Jennifer Lopez isn’t seeing success within the magnificence trade!
After simply three years, her model JLo Beauty is already being pulled from Sephora shops within the United States, in line with retailer associates who spoke to Beauty Independent on Monday. Calls to the retailer’s places within the NYC space final week confirmed the skincare and physique care model was faraway from shops, the outlet famous.
The product line first launched on the retailer in 2021 after securing a brick-and-mortar retail unique deal upon launch. But now, it may well solely be purchased on the retailer’s US web site and in Sephora shops outdoors the nation. Yikes! That’s a giant step backwards!
Related: Selena Gomez’s Brand Addresses Israel-Palestine War
To followers, this information received’t come as a shock. Five months in the past, a thread on Reddit‘s Sephora subreddit group emerged with a photograph of the merchandise within the retailer (HERE) and the dramatic caption:
“JLO beauty ~literally~ collecting dust.”
Oof! Another critic defined the rationale for the poor gross sales, noting:
“Lmao embarrassing. I don’t trust J. Lo Beauty because I don’t think she actually uses it. I would not trust Beyoncé beauty because I don’t think she actually uses it. The reason we wear FB [Fenty Beauty] and FS [Fenty Skin] is because Rihanna actually uses it and it’s something we can tell she’s genuinely interested in. This is a cash grab to me.”
It looks like they could have nailed the issue on its head. Rachel Roberts Mattox, a magnificence model developer and market strategist, believes the rationale this firm flopped is as a result of the advertising and marketing was all improper. She advised:
“The evolving Sephora demographic leans towards younger consumers who tend to be brand agnostic. Their buying behavior is driven more by a brand’s virality on TikTok, efficacy, affordability, branding and playful packaging. JLo Beauty seems to be targeting a slightly older consumer with product strategy, branding and messaging that feels outdated in today’s landscape…If you look at other successful celebrity brands like Rhode or Rare Beauty, they have tapped into the cultural zeitgeist in a way that JLo Beauty hasn’t with cult-worthy, viral products that are safe, fun and feed-worthy.”
But, like, the packaging does look boring AF! Nothing thrilling or trendy about these merchandise in any respect!
It doesn’t assist that most individuals assume she’s extra more likely to have accomplished Botox than seen actual magnificence enhancements due to her merchandise! Yeesh! Rebecca Bartlett, founding father of a model technique company, SLAMMED the musician for this, including:
“It isn’t lost on the consumer that JLo’s youthful glow comes from the best dermatologists, doctors, trainers and wellness gurus in the world and not her skincare line.”
LOLz! Good level!
To give the Jenny from the Block singer just a little little bit of slack, the market is clearly too saturated as of late. And which will have brought on others to steer clear of the trade! According to NielsenIQ, there have been 19 celeb magnificence manufacturers launched in 2021 (the identical yr as J.Lo), however simply SIX final yr! So, this clearly isn’t as profitable of a market because it as soon as was for some. There’s simply an excessive amount of competitors!
While that is horrible information for the model, it is nonetheless out there at Macy’s on-line and in shops chain-wide, in addition to on Amazon, so it has a combating probability to outlive. Not wanting good, although. Do you employ JLo Beauty?! Sound OFF (under)!
[Image via Jennifer Lopez/YouTube]
Discussion about this post