fragrance - deseo

A Garden By The Beach & The American Dream

In the often decried world of celebrity fragrances, Jennifer Lopez has managed to be both a 21st century trend-setter and standard-bearer of good quality mass-marketed perfumes that aim to please without being condescending to the masses. Balance, prettiness, even beauty, and quality ingredients can be expected from her brand. Deseo continues to keep these values active.

Deseo in terms of semiotics or image is a significant departure from the rest of the Jennifer Lopez franchise as its packaging is unique to the brand, seems to break loose with the amphora-inspired flacons, and the name, for the first time, pays homage to JLo's Hispanic heritage. The bottle was designed by JLo herself together with the Coty Prestige team. Deseo means "desire, wish, dream" or "I desire".

From the name to the shape of the flacon, Deseo positions itself as an aspirational perfume. While it is more usual to see aspirational fragrances for the individual, Deseo is clearly an aspirational perfume designed for a whole community, the Hispanic one, with possible identification for the rest of the potential customers through representations of social mobility, general experience of immigration, or the luster associated with celebrity glamour....