Another Celebrity Fragrance....

It seems like there's a new celeb fragrance hitting counters everyday.

Honestly, the only celeb fragrances that I've actually purchased was Baby Phat & Beyonce's True Star.

The main floor at Macy's is turning into a celebrity red carpet event.

Usher, Sean John, Sarah Jessica Parker, J-LO, Mariah, Kimora, Celine, Trump, Paris, Britney(well I'm sure hers will be departing soon)....

Do Celebrities really influence your purchasing at the fragrance counters at your favorite department stores?

Couretsy WWD

With her new scent, Deseo, Jennifer Lopez presents a diamond in the rough - or at least, that's what the bottle is intended to resemble. The fragrance is the first of Lopez's beauty projects to reference her Latino heritage. Due out in February, it could generate more than $20 million at retail in the U.S. in its first year on counter.

Five years after the launch of her first blockbuster scent, Glow by JLo, Jennifer Lopez is shifting the focus of her beauty business to complement her personal life.

"I have a lot of synergy happening in my life right now that is taking me back to my roots and to everything that I'm about and how I was raised," said Lopez. "This is what I really find my heart is into. It's the first time I have decided to use a Spanish word for one of our fragrances. We really look at where I am at in my life and what is important to me at that time. But the one thing that we have always concentrated on from the beginning is to be as truthful as we can." (And no, Lopez still has no comment on the pregnancy rumors which have been swirling since early September.)

Her new scent, Deseo, references Lopez's Latino heritage, unlike most of her earlier scents — which include Glow, Still Jennifer Lopez and Miami Glow. It will be launched in February.

Deseo's top notes are of watery bamboo leaves, garden yuzu, Sicilian bergamot and freesia; the heart is composed of star jasmine, pink geranium flower, orange blossom and French mimosa, and the drydown is of warm amber, oak moss, sensual musks, creamy sandalwood, atlas cedarwood, patchouli and mineral accord.

The collection will include eaux de parfum in two sizes, 1.7 oz. for $46, and 3.4 oz. for $56.

One ancillary, Desirable Body Lotion, will be introduced. It will retail for $27.50 for 6.7 oz.

The outer carton is wrapped in shimmery yellow-gold textured linen, with the Deseo name in bright blue. A lush floral pattern is splashed across the inside of the carton.

Deseo will be distributed in about 1,800 U.S. department and specialty store doors.