She’s mastered the art of franchising her singing/acting career into a multi-million-dollar merchandising Mecca, and Jennifer Lopez is just getting started.

The “Love Don’t Cost A Thing” songstress was spotted earlier today (September 29) at the swanky launch for her new fragrance “Deseo for Men” at Macy’s Herald Square in New York City.

And J. Lo was looking her best, as usual, hamming it up in a pure white sleeveless belted minidress teamed with a pair of beaded heels.

Ever since giving birth to her twins, Lopez has been on a mission to get in better shape than ever. And it looks like a mission accomplished.

Gossip Girls

Enjoy the pictures of Jennifer Lopez launching her new fragrance (September 29).