One overriding trend we've spotted among our Latina celebs has been a huge branding boom!
From Selena Gomez's clothing line for Kmart to Eva Mendes's home line for Macy's to J.Lo (the star who started it all) landing a historic branding deal with Kohl's—our girls expanded their empires at a break-neck pace in 2010.
In case you missed this phenomenon, check out our round-up of Latina moguls and moguls-in-the-making.
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Jennifer Lopez started it all, in fact she may have started the branding boom for celebrities across the board! Her fragrances have amassed billions of dollars in sales, she saw the rise (and fall) of not one, but two fashion empires—and it turns out she was just getting started. From her fashion line with Kohl’s to her deal with L’Oreal (even twins Emme & Max got in on the act modeling for Gucci Kids!), it looks like La Lopez has no plans to slow down anytime soon.
It seemed like Eva Longoria was everywhere this year, and we mean before news broke that she was divorcing her hubby of three years, NBA star Tony Parker. Longoria spent a ton of time in Washington D.C stumping for MALDEF, speaking up for the creation of the National Museum of the American Latino and winning awards for her philanthropic endeavors. But she also launched her own fragrance (called, simply enough, Eva) and expanded her fine dining empire, Beso, becoming the first Latina to own a restaurant/club on the Las Vegas strip.
If we had to pick the hardest working Latina in show biz right now, we’d have to tip our hat to Selena Gomez. The 18-year-old had a banner year; starring in her first feature film (Ramona & Beezus), dropping her sophomore album A Year Without Rain, and launching her first clothing line Dream Out Loud for Kmart.
Shakira has long lent her name and celebrity power to philanthropic causes, but this past year—in addition to basically becoming the face of the 2010 World Cup—she also released her first fragrance. Called S by Shakira, the pop singer had high hopes for the scent, saying, "I hope people will feel they are sharing my essence.”
Eva Mendes told us that she is reluctant to just slap her name on any old brand, which makes it all the more special that she created a gorgeous home line exclusively for Macy’s department stores called Vida. The sultry cubana has also been the face for Calvin Klein, a job that got her into some hot water when her TV commercial for the Obsession fragrance was banned. But all the controversy did was confirm Eva as one of the hottest actresses on the planet!
Christina Aguilera branched out into the celebrity fragrance field with a really cool new concept, two scents that represent the two sides of her personality. The first: An everyday girl-next-door scent featuring fruit sorbet, jasmine and vanilla with an eponymous name. The second: A sexy, feminine scent with tangerine, vanilla flower and peach tones called Christina Aguilera by Night.
Daisy Fuentes has one of the most successful lines sold at Kohl department stores, in addition to a fitness empire that has adapted from workout videos to Wii video games (Daisy Fuentes Pilates). Daisy is used to breaking barriers and she continues to find new ways to build her brand, from writing books like Unforgettable You: Master the Elements of Style, Spirituality, and True Beauty to expanding her philanthropic endeavors.