Since the question was so... yeah well... ok, i really thought you were kidding and being rethorical..
Brand awareness.
Having the product linked to one of the sexiest most popular musicstars on the planet.
Getting the name out there.
Having material to advertise with both to customers at points of sales as well as to retailers and distributors...
If you can't grasp the situation and see the benefits of a small startup being associated with Jennifer F..... Lopez, then you and i are not going to have any meaningfull conversation !
Now i'm sure you're going to debate every single point i just made, but i'm not playing that game man...