Glow by JLo is a women's fragrance endorsed by American entertainer Jennifer Lopez, and released through Cotyorporated. It was conceived as far back as 1998 when Lopez announced a lifestyle line that would include a fragrance. Contradictory to assumptions that it would be unsuccessful, it performed extremely well, becoming America's top-selling fragrance. Glow Industries filed a lawsuit against Lopez and Coty to not use the term "Glow", however, a judge denied their request. Along with products from Lopez's fashion and lifestyle line, it brought in over $300 million by 2004. Subsequently, Glow became a successful woman's fragrance line.
Glow has spawned several flankers, with the first being Miami Glow, and the most recent being L.A. Glow. In May 2012, she released her eighteenth fragrance, Glowing by JLo, which was described as the "evolution" of Glow and marked her 10-year anniversary working with Coty. Since Glow, Lopez has been credited with influencing other celebrity endorsements of fragrance, which has included Halle Berry, Beyoncé, Lady Gaga and Madonna, among others.
Conception and scent
On April 2, 1998, it was announced during a press conference that Lopez would be launching a clothing line, entitled J.Lo by Jennifer Lopez, in time for the holiday season. The line, which would eventually also include eyewear, swimwear, accessories and a fragrance, was backed up by an investment group led by Andy Hilfiger and Larry Stemmerman. Of the fragrance, Lopez said: "I wanted Glow to be fresh and clean, but still sexy and sensual – something that feels like you just came out of the shower and are the sexiest person in the world." Glow by J.Lo contains notes of: orange, grapefruit, jasmine, orris, irises, vanilla and musk. Lopez said the fragrance was created to fit what she would want to wear herself. The perfume is a combination of Lopez's favorite scents. The fragrance is packaged in a clear white bottle, with curvaceous lines to look like a woman's body. Lopez's "J.Lo" logo is written in rhinestones on the bottle. It comes with a complimentary chain inspired by Lopez's style.
Release and impact
The fragrance is sold at every-day shopping outlets like Macy's and pharmacy chains. A limited edition extended play was released alongside the fragrance, featuring the "Everbot's Showtime Edit" of Jenny from the Block and the "Alt. Main New Hook" version of "The One".
The release of Glow by JLo succeeded expectations, becoming the second-highest seller in the American market. In 2004 Lopez's clothing lines J.Lo by Jennifer Lopez and Sweetface, and her fragrances Glow by JLo and Still Jennifer Lopez together brought in more than $300 million in revenue, making her the nineteenth richest person under 40, according to Fortune magazine. The release of Glow by JLo "spawned a wave of new celebrity fragrances". Collectively with her fragrances Glow By JLo and Still Jennifer Lopez, the fragrance brought in over $100 million in the space of 2005 alone. Julie Naughton and Pete Born of WWD noted that Benrd Beetz, Coty's CEO, said that with Glow by JLo, Lopez started the trend of celebrity-endorsed fragrances, writing: "Beetz credits the successful Lopez project for laying the groundwork for the company's other celebrity brands, which include Halle Berry and Beyoncé, and the upcoming Lady Gaga and Madonna fragrances. While some have been sounding a death knell for the celebrity category over the past few years, Beetz remains adamant that it is a sustainable business model. “We're going to prove it again with Madonna. We're going to prove it again with Lady Gaga. The fragrance is a defining tool to create an image for an artist or a celebrity. It is not an afterthought. It is a central part of building a brand. And if you build it one way it's going to extend in other areas." Lopez has been credited with the resurrection of celebrity's endorsement of fragrances. Chief executive of Coty, Bernd Beetz, stated that he believes Lopez could last longer than Elizabeth Taylor and her fragrance, White Diamonds.
Lawsuit
In 2002 Glow Industries filed a lawsuit against Lopez and Coty asking that Lopez and her company to stop using the name as their own perfume, which would be released in August 2003, as it can cause confusion. A judge denied their request; as Glow Industries hadn't demonstrated how consumer confusion would occur, or even a likelihood for it. Lopez and Coty's representative, Lisa Pearson, argued that the two separate products had completely different packages and wouldn't even be sold in similar outlets.