Over a month ago, Jennifer Lopez was on track for a triumphant return with the release of her first album in ten years, This is Me… Now.

This project was a sequel to one of her biggest hits and was accompanied by both a documentary and a movie that celebrated her love story with Ben Affleck.

Jennifer Lopez warns women who flirt with Ben Affleck: “Don?t play with me”

However, 2024 has proven to be a challenging year for the artist, with her popularity not at its best, as brand experts have noted.

A brand expert who spoke to the Daily Mail suggested that Lopez‘s diminishing appeal could be attributed to her failure to “keep up with the times.”

“The backlash against JLo has been brewing for a while,” said Emily Austen, director at the public relations agency Emerge.

“Over the last decade, despite her well-publicized love life, there was still an air of mystery around her, like a megastar.

“The first major backlash moment came when the Super Bowl documentary, Halftime, was released in 2022.

“Her seemingly inflexible and complaining demeanor, having to share the stage with Shakira, was not well-articulated, making her appear unlikeable.”

The impact of Ben Affleck

According to expert, Ben Affleck and his famously gloomy demeanor have negatively impacted Lopez‘s public image.

They believe that the optics of their marriage have “shattered the fourth wall” that typically surrounds successful celebrities.

“In the shadow of the beloved and long-suffering Jennifer Garner,” Austen added.

“Much of what we’ve seen from JLo has been mundane: car rides with Ben, arguments on the sidewalk, fast food takeaways.

“Often looking miserable. This has broken the fourth wall, one that we had all bought into. We didn’t want her to be a regular person.”

This shift in public perception highlights a broader issue facing celebrities who open up their personal lives to the public: the loss of mystique can sometimes lead to a decrease in popularity.

For Lopez, her connection with Affleck might have brought her personal life too much into the public eye, removing the veil of glamour that often benefits mega stars.

As 2024 unfolds, it remains to be seen how this dynamic will affect her career and public standing further.