With a new single recently launched and yet more promotional deals under her wing there is little doubt that J Lo is officially back!

With a bag of million dollar companies giving her their full backing, Mrs Lopez will never again need to purchase Gillette Venus razors, Gucci Clothing, L’Oreal shampoo or mascara again!

After seeing an article in the Daily Mail about Jennifer Lopez ‘flaunting’ her long legs whilst promoting L’Oreal’s new mascara there has been a backlash as to why she continues to keep herself in the lime light. The most obvious assumption would be to keep her at the forefront of people’s mind but it does bring into question the impact this may have on the brands she promotes if consumers start to find her overexposed.

Big brands love the idea of using celebrities to endorse their products because there are so many people out there who will buy products hoping to achieve the look of their favourite celebrity icon. I myself have bought fake eyelashes in the past to achieve the long luscious lashes of Cheryl Cole. There are quite a few products on the market that have been created by the same company and repackaged but I am a firm believer that if the same product was also promoted by Davina McCall I would still opt for the one with Cheryl on the packaging, even though I think Davina is hilarious. The reason behind my choice would simply be because she is almost double my age and married with kids. This is why she is a perfect for a product like Garnier Nutrisse where the advertisement showed her on the phone to her ‘mum’ discussing how to cover grey hair. Although this did backfire a little bit when it came to light she hadn’t spoken to her mother for years…

Brands like Garnier clearly value their customers but it is starting to become quite worrying how some brands are appearing to forget that they need the right face for their audience, leaving them isolating their original fans.

Take Nivea, for example. To celebrate 100 years of skin care Nivea chose Rhianna as their official spokeswoman. Nivea was originally seen as a prominent skincare range for the older, mature woman. By introducing Rhianna it became apparent they were trying to attract a younger clientele. In order to entice a new audience but by still making themselves come across as appreciative of their loyal followers they would have been better off introducing two spokespeople, as opposed to someone half of their original consumers would never have heard of or can relate to.

This makes me question their loyalty. Are they trying to sell products, sell the stars as ego pieces to the company directors or, for once try to really give their loyal customers more bang for their buck.