NEW YORK — Prestige beauty company Designer Parfums on Monday announced a new partnership with actress, singer, entertainer and producer Jennifer Lopez to expand her fragrance house. She will work alongside the company’s chairman and CEO Dilesh Mehta to create a new brand strategy and innovation to drive growth for her fragrance franchise.
Lopez launched her debut fragrance in 2003, and has launched 23 fragrances since.
“Jennifer has always had a clear vision when it comes to her fragrance, knowing trends and delivering scents the public love, all while encompasses her authenticity and vision,” Mehta said. “The teams at Designer Parfums are hugely excited to be working with Jennifer and her team and having a long, successful and beautifully scented partnership.”
The partnership will see Lopez’s product line’ position in the Europe, U.S., Asia and Middle East fragrance markets strengthened, the company said.
"Through our partnership with Ms. Lopez, we will use our combined brand equities to further strengthen our position in these markets, and expand into new territories," Mehta said. "The goal is for Designer Parfums expertise to drive the next phase of Lopez's fragrance development and position this business for future growth."