When JLo Beauty launched in Jan. 2021, the concept was all about offering products to achieve Jennifer Lopez’s iconic facial glow. Now, customers can buy a new product to help them replicate her equally iconic body.
On Sunday, July 24, JLo Beauty debuted its first body care product, called Booty Balm, which sells for $65 on the brand’s DTC e-commerce site. It will land at Sephora, its exclusive retail partner, on Sept. 6. Lopez revealed the launch of the Booty Balm in a splashy nude photoshoot on her personal Instagram account where she has over 200 million followers. July 24 also coincided with Lopez’s 53rd birthday. The 18-month-old brand has experienced triple growth in sales year-over-year, said Lisa Sequino, CEO and co-founder of JLo Beauty.
“We see body care as a high-growth category. We see [Booty Balm] as a tremendous opportunity to gain a foothold in that space. JLo [is known for her] glow, but also her body,” said Sequino. “When we thought about the next product, it had to be body as an actual [beauty] step.”
Body-care products continue to outpace facial skin care, in terms of sales growth, according to NPD Group’s latest second-quarter prestige beauty sales report. Body-care products and brands have grown partly by adding vitamin C, retinol and other traditional facial skin-care ingredients into their formulations. Booty Balm includes ingredients like squalane, hyaluronic acid and avocado seed extract.
“We give all this care and attention to the skin on our face, but we sometimes neglect the body. It was important to me to create a skin-care routine for the body to address its specific and unique needs,” said Lopez.
Notably, Sequino said JLo Beauty’s core customers are Latinx women and around 35- to 55-years-old. One unique aspect of the Booty Balm is the inclusion of users’ “confidence claims,” which are featured in marketing and product descriptions alongside the brand’s clinical claims. The claims are centered on how the product impacted users’ self-esteem. Confidence claims were first added to The Overnight Hustle resurfacing serum when it launched in April and will be included in all future product launches. Confidence claims for Booty Balm include that 76% of users experience “restored confidence” after eight weeks of use.
“[Older women] is a large consumer base that has been ignored. They don’t want to hear about ‘anti-aging,’ they want to be about pro-living and being their best at every stage of their life,” said Sequino. “We have the opportunity to really speak to the modern woman who’s sexy and amazing at any age, particularly 30 years and older.”
As part of the launch, JLo Beauty will also launch out-of-home advertising, with print ads and billboards in New York City and Los Angeles throughout the summer. The brand teased the launch on July 5 when Lopez shared a video on her personal Instagram account. Starting the week of July 18, the brand further teased the launch via e-mail marketing; it has plans to promote the product with additional e-mail, SMS text messaging and Instagram Live sessions with Lopez post-launch. Sequino declined to share what other category launches JLo Beauty is planning but said customers are specifically asking for makeup, hair care, health care and fitness products.