{"id":611711,"date":"2024-03-07T20:49:14","date_gmt":"2024-03-07T17:49:14","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/jennifer-lopezs-beauty-line-pulled-from-sephora-shelves-after-collecting-dust-since-launch-oof\/"},"modified":"2024-03-07T20:49:14","modified_gmt":"2024-03-07T17:49:14","slug":"jennifer-lopezs-beauty-line-pulled-from-sephora-shelves-after-collecting-dust-since-launch-oof","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/jennifer-lopezs-beauty-line-pulled-from-sephora-shelves-after-collecting-dust-since-launch-oof\/","title":{"rendered":"#Jennifer Lopez’s Beauty Line PULLED From Sephora Shelves After ‘Collecting Dust’ Since Launch! Oof!"},"content":{"rendered":"
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Jennifer Lopez<\/strong> isn\u2019t seeing success in the beauty industry!<\/p>\n

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After just three years, her brand JLo Beauty<\/strong> is already being pulled from Sephora<\/strong> stores in the United States, according to store associates who spoke to Beauty Independent<\/em> on Monday. Calls to the retailer\u2019s locations in the NYC area last week confirmed the skincare and body care brand was removed from stores, the outlet noted.<\/p>\n

The product line first launched at the retailer in 2021 after securing a brick-and-mortar retail exclusive deal upon launch. But now, it can only be bought on the retailer\u2019s US website and in Sephora stores outside the country. Yikes! That\u2019s a big step backwards!<\/p>\n

Related: Selena Gomez\u2019s Brand Addresses Israel-Palestine War
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To fans, this news<\/a> won\u2019t come as a shock. Five months ago, a thread on Reddit<\/a><\/strong>\u2018s Sephora subreddit group emerged with a photo of the products in the store (HERE<\/a>) and the dramatic caption:<\/p>\n

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\u201cJLO beauty ~literally~ collecting dust.\u201d<\/p>\n<\/blockquote>\n

Oof! Another critic explained the reason for the poor sales, noting:<\/p>\n

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\u201cLmao embarrassing. I don\u2019t trust J. Lo Beauty because I don\u2019t think she actually uses it. I would not trust Beyonc\u00e9<\/strong> beauty because I don\u2019t think she actually uses it. The reason we wear FB [Fenty Beauty<\/strong>] and FS [Fenty Skin<\/strong>] is because Rihanna<\/strong> actually uses it and it\u2019s something we can tell she\u2019s genuinely interested in. This is a cash grab to me.\u201d<\/p>\n

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It seems like they may have nailed the problem on its head. Rachel Roberts Mattox<\/strong>, a beauty brand developer and market strategist, believes the reason this company flopped is because the marketing was all wrong. She suggested:<\/p>\n

\u201cThe evolving Sephora demographic leans towards younger consumers who tend to be brand agnostic. Their buying behavior is driven more by a brand\u2019s virality on TikTok<\/strong>, efficacy, affordability, branding and playful packaging. JLo Beauty seems to be targeting a slightly older consumer with product strategy, branding and messaging that feels outdated in today\u2019s landscape\u2026If you look at other successful celebrity brands like Rhode<\/strong> or Rare Beauty<\/strong>, they have tapp<\/a>ed into the cultural zeitgeist in a way that JLo Beauty hasn\u2019t with cult-worthy, viral products that are safe, fun and feed-worthy.\u201d<\/p>\n<\/blockquote>\n

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But, like, the packaging does look boring AF! Nothing exciting or modern about those products at all!<\/p>\n

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A post shared by JLO BEAUTY by Jennifer Lopez (@jlobeauty)<\/a>\n<\/div>\n<\/blockquote>\n