TORONTO – A little more than a year after trashing celebrity fragrances on Twitter, Maroon 5 singer Adam Levine is launching his own.
In 2011, Levine expressed disdain for signature scents, calling for a ban “punishable by death.”
The pop star and coach on reality series The Voice partnered with ID Perfumes to develop scents for men and women.
“Both fragrances were shaped by Adam’s discerning nose, while the bottles and packaging reflect his particular aesthetic sensibilities,” explained Ilia Lekach, CEO of ID Perfumes, in a release.
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The bottles, with silver mesh caps, are meant to resemble a microphone.
The women’s Eau de Parfum has a floral woody scent with spice, Indian jasmine petals, Australian sandalwood, rose petals, and a base of creamy vanilla.
The men’s Eau de Toilette has mandarin, grapefruit, and lemongrass with notes of amber, sandalwood, and cedarwood.
“I have been extremely passionate about this fragrance collection from the beginning,” Levine said, in a release. “I find the things that inspire me in my everyday surroundings and express who I am as a person, which led me to the creative process of developing these scents. My goal was to create a line for men and women that is complex in its notes yet intriguing and invigorating.”
Levine will personally launch the fragrances Thursday in Los Angeles and Friday in New York City.
The fragrances will be available at Shoppers Drug Mart stores across Canada.
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