CELEBRITY BRANDING: DOES IT MAKE YOU CRY OR BUY?

Posted by Dorene Kaplan 10.13.09

Photo Credit: Macys.com

By Guest Bag Lady Jessica Schiffman

EAU DE LO

In 2001, Jennifer Lopez was already the talk of the town. She had recently released her first album “On the 6” and her film career was blossoming after an award winning performance in “Out of Sight.” Lopez had also received additional media publicity after her Grammy presentation in a scandalous green dress that left little to the imagination. Couple all this with a much-awaited appearance in the upcoming film “The Wedding Planner,” and JLo had paparazzi snapping her every move.  So it didn’t take much for her perfume or clothing line, first named “JLo By

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