Advertising and promotional plans include a national print campaign featuring Lopez, shot in Islamorada, Fla., by Peter Lindbergh. The image is intended to capture a woman at her most vulnerable, said Walsh of the photo of Lopez curled in a hammock. The campaign will break in February fashion, beauty and lifestyle magazines.

Deseo samples have been distributed at all of Lopez's stops on her most recent concert tour with husband Marc Anthony. "We hope this will get people excited about what's to come," said Lopez.

No personal appearances are currently planned, although Lopez hasn't completely ruled them out. "I will certainly participate in promoting the fragrance," she said. "It is important to me to support my brand and assure the customers that it is every bit my creation."

Deseo will also be the source of another first for Lopez: her first men's scent, at some point next year. "I've always known that I wanted to launch a fragrance for men, but it hasn't really made sense up until now," said Lopez. "Since Deseo is all about desire and sensuality, it seems perfect to develop a male counterpart for it. But that's all I can reveal at this point."

It's been rumored for years that Lopez would eventually do other beauty categories, but she warns fans not to hold their breath waiting. "Right now I have enough on my plate," she said. "But I would certainly consider it in the future if it made sense."