Andrea Zelinski
Andrea Zelinski

What does it look like when JLo is your godmother? Expect some pampering.

Virgin Voyages likes to take cruising in its own direction, namely with a twist of the norms. The company is not a cruise line, its guests are "sailors," travel agents are "first mates" and the godmother is, at least on the Scarlet Lady, is not the godmother but the Chief Entertainment and Lifestyle Officer.

"Godmother just didn't feel right and didn't encompass how integrated her role truly is," CEO Tom McAlpin said.

Virgin named Jennifer Lopez to the role in March. Through that partnership, Virgin is giving away a thousand cabins to her fans so they can sail on the Scarlet Lady or its sister ship, the Valant Lady.

But thus far, JLo's biggest influence on the Scarlet Lady has come in the form of beauty products.

The Virgin line began featuring Lopez's new line, JLo Beauty, on the Scarlet Lady last May, featuring seven types of serums, creams and cleansers. These products are available exclusively on the ship's High Street Shops.

JLo isn't the only high-profile entertainer to sell beauty products on a ship. Actress Gwyneth Paltrow paired up with Celebrity Cruises in 2020 to offer her Goop beauty products and wellness retreats. In addition to beauty products, Paltrow's Goop team will host an event on Sept. 24 on the Celebrity Beyond that includes on-demand wellness classes on cabin TVs, a detox smoothie and promises of elevated wellness experiences. Paltrow is expected to make an appearance.

So, what else will JLo bring to the table? Virgin tells me that over the next year they will be weaving in Lopez-influenced wellness and culinary experiences. They wouldn't give me any hints of what that might be, though.

As Virgin sees its relationship with Lopez as an evolving experience rather than that of a figurehead who smashes a bottle into a ship, I'm eager to see how else this household name in entertainment will bring value to the Virgin brand's experience.

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