Jenny from the (Auction) Block

Pop star and actress Jennifer Lopez is getting a lift from Overstock.com Auctions to launch Sweetface, her new fashion label. Overstock.com will host several auctions of samples from the Sweetface line, along with VIP tickets to the Sweetface store opening.

The 12 auctions will run from August 25 through the first of September. In addition to tickets to attend the opening of Jennifer Lopez’s first U.S. Marshall Field’s boutique in Chicago, Sweetface samples like a fur-trimmed poncho, brown knit shorts, and four-inch heels are on the block. The proceeds of each auction will go to Children’s Hospital of Los Angeles, Lopez’s charity of choice. Financial details of the partnership weren’t disclosed.

Auctions of this stature get special treatment on Overstock.com Auctions. “We make a special landing page, put it on the home page, [it will be in] emails, we buy keywords,” Overstock Auctions SVP, Holly MacDonald-Korth told ClickZ News. The company’s auction division will also encourage affiliates to link to the auction. “We try to get all the traffic we can, especially for charity auctions.”

On the site itself, the Lopez auctions will have prominent visibility. Links will appear on the main page and alongside related items. There is also a splash page dedicated to this series.

Overstock.com Auctions will also capitalize on events like the Video Music Awards that will take place while the auctions are active.

“We hope that tens of thousands of people will take a look. It’s also timed with the Video Music Awards, Jennifer Lopez is up for an award,” said MacDonald-Korth. “It will help drive traffic, having auctions coordinated with these events.”

The online auction house is looking to gain prominence with marketing-oriented auctions, which were pioneered by eBay. Overstock has held celebrity auctions including one to benefit the John Entwistle Foundation, and another for Solace International.

“In a couple weeks we’re gong to be doing a group of auctions to benefit the Tsunami Foundation,” said MacDonald-Korth. “There will be 25 paintings by local artists from Indonesia.”

Meanwhile, eBay is gearing up for another of its own celebrity auctions to benefit charity. Sixteen authors, including Stephen King, Rick Moody, John Grisham and Dave Eggers, are offering readers the chance to have their name in their upcoming books. Readers can bid on the opportunities in an eBay auction created to raise money for The First Amendment Project. The auction will run from September 1 to 25.