Jennifer Lopez has launched her third fragrance, Miami Glow by JLo, at her first ever runway show, which also promotes her new fashion line, Sweetface.
The fragrance is said to have been inspired by the US city of the same name. "For me it's the essence of Miami captured in a bottle," said Lopez.
Jennifer Lopez has used her image as a leading pop star and actress to front a series of products, including clothing lines, restaurants as well as fragrances.
Lopez moved into the world of fragrance with the launch of Glow by JLo in 2002, which was followed by Still Jennifer Lopez. As with the other two launches, Lopez has teamed up with Lancaster, part of the global Coty group, which specialises in licensing agreements for fragrances.
Coty currently has a portfolio of fragrance and fashions brands that include leading names such as Davidoff, Jil Sander, JOOP!, Nikos, Vivienne Westwood, Kenneth Cole.
In September of last year, Coty also announced another marketing agreement with Baby Phat to develop and market a series of fragrances using the name, which is synonomous with the 'urban market'.
The US runway show, which was attended by 700 guests, featured leading fashion names such as Naomi Campbell, to promote both the new clothing line and the fragrance. Both Bernd Beetz, CEO, Coty, and Catherine Walsh, SVP Cosmetics & American Licences, Lancaster Group Worldwide, attended the show to oversee the fragrance launch.
The event will also be broadcast as a one hour-long MTV special, 'Jennifer Lopez: Beyond the Runway', which will show footage of Lopez's hands-on approach to developing her fragrance. The show is set to air in the US on Thursday, February 24.
Miami Glow by JLo is said to be a tropical cocktail full of the scents of lush fruits, fresh flowers and sun-baked sand - fragrances that are said to be synonemous with the city itself.
The fragrance will be launched in stores internationally during the the course of February 2005.