I agree with diddi. Startups need every little bit of marketing help (as well as a lot of luck) in order to succeed. If you can get your product into the hands of a mega star (whether you like J-Lo or not) you will more than likely get more than tenfold back in relation to cost associated with the star. If you don't think it will help boost sales (even if they are mainly currently online only), you are fooling yourself.
Please do your own Due Diligence and do not take what I write as a Buy or Sell directive. Your buying and selling habits have nothing to do with what I have said - they are your own choice. If you buy or sell based on what I say - it's your fault.