Jennifer Lopez has announced the launch of “Promise”, the 25th scent in her fragrance empire, reports Women’s Wear Daily (WWD).
The perfume, which rolled out last Saturday, Sept. 28, is described as “the essence of a multifaceted and powerful woman.”
It features top notes of Italian tangerine, pink berries, nashi pea, a middle of orris, jasmine sambac, dewy honeysuckle and a woody, crystallized amber base.
The artist took to Instagram to share the news of the drop with her 101 million followers, posting images from the official announcement alongside the message, “Today was SOOOO special!!!”
She also offered fans a glimpse of the official campaign imagery, which sees her posing in a slinky, metallic dress.
View this post on Instagram
Today was SOOOO special!!! Big announcement 😏 and my own beautiful pop-up shop for my new fragrance, PROMISE!!! It was so amazing inside! ✨ If you’re in NYC you have to go see it tomorrow before it’s gone! #IPromise #WhatsYourPromise 34 W Little 12th Street today until 6p!!!
“Working with the force that is Jennifer Lopez to create something truly unique in the category has been inspiring,” Parag Vidyarthi, managing director of the license holder for Lopez’s fragrances, Designer Parfums, told WWD. “As the ultimate visionary and creative partner, Jennifer was steadfast in her pursuit to ensure Promise delivers the powerful emotional fragrance experience women are seeking.”
Since 2002, Lopez has built up a fragrance business including popular pillars such as “Glow” and “Live”. She is a key player in the celebrity fragrance business, which has seen a resurgence recently with the addition of scents by stars such as Kim Kardashian, Ariana Grande and Michelle Pfeiffer.
However, Lopez’s beauty industry expertise is not limited to scent — she launched a 70-piece makeup collaboration with Inglot last year, that spanned mascara, lipsticks, eyelashes, blush, eyeshadow and bronzers.
The news comes at a busy time for Lopez, who was also announced as one of the headline acts for the 2020 Super Bowl half-time show. RGA/JB