Adam Levine Fragrance
The singer’s edgy new fragrance launch includes both women’s and men’s scents in cleverly designed microphone-inspired bottles.
Who would have thought that Adam Levine, 33, would come out with a celebrity fragrance — never mind two! After all, it wasn’t too long ago that he sent out a Tweet joking, “I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” So what changed? ”I didn’t want it to be another bulls**t celebrity fragrance that I was hocking, that I didn’t believe in,” he told WWD. “At the end of the day, I can definitely say I wanted to change the perception of that. On paper, I’m not a fan of the [genre], but I got excited having conversations with ID Perfumes.”
With a new celebrity fragrance launch coming out practically every other second, Adam understands that his own fragrances have to be a cut above the rest. He once even justified the stigma of celeb launches to People magazine, saying “I know there’s a stigma attached to it. A stigma that I fully understand because I, too, hate the idea of a celebrity fragrance, absolutely, 100 percent.” But his change of heart came with the chance to create something really cool to contribute to the fragrance world, saying “I kind of thought to myself, ‘Well I’m interested in fashion and there’s a lot of things about it that could be really cool if done properly. So I want to do a thing that’s never done properly. That’s my goal.”
This February 2013, Adam’s two new fragrances will start rolling out in Macy’s stores, with a more widespread launch to follow. His collection consists of one women’s eau de parfum and a men’s eau de toilette.The women’s version is a spicy, woody floral with notes of, Indian jasmine petals, Australian sandalwood and rose petals, and vanilla. The men’s version is a warm citrus scent with notes of mandarin, grapefruit and lemongrass with amber, sandalwood and cedarwood.
Adam described his scents and his process to WWD, saying, “I wanted to do something understated and elegant — something that people I revere in that world, like Tom Ford, would do, and something I’d be attracted to. I like basic fragrances. I didn’t want to smell like a department store. And there’s an intimacy level that you have to think about. You don’t really want someone to smell you unless they’re really close to you.”
True to his musical background and fashion aesthetic, both of Adam’s fragrance bottles are crisp and clean designs. The bottle toppers look just like microphones. How fun!