The actress-slash-singer-slash-fashionista is shuttering her contemporary label Sweetface after six years of remixing, rebranding, replacing, rejiggering and relaunching. The only "re" she didn't do was retail.

According to a company statement: "In light of some new company strategies, we have decided to put the Sweetface line on hiatus while we prepare to reintroduce the brand in the near future with new messaging points and an entirely new fashion point of view."

Reintroduce? In this economy? Really?

That leaves her six successful fragrances by Coty in stores (a seventh scent is due later this year) and her shoe line sold through Victoria's Secret catalogs. There is also a JLO by Jennifer Lopez costume jewelry line at Macy's, but tick tock sweetie. Tick tock.This is all an about-face from when Lopez burst onto the fashion scene in 2001 with runway shows duringfashion week. In 2007 the JLO by Jennifer Lopez junior line was stopped in the U.S., with some sales action outside the country. She tried replacing it with justsweet, but by then the heat was off. By the time Lopez came out with the Sweetface hip-hop influenced collection in 2003, no one seemed to care.

At least not here in the States.The JLO by Jennifer Lopez line is still sent to about 40 other countries and she has 38 freestanding stores under franchise.