Adam Levine Is Lifting His Ban on Celebrity Fragrances To Launch His Own

Adam Levine famously tweeted back in 2011, “I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” We're assuming he has no plans on killing himself over his fragrance, though, which launches this month.
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Adam Levine famously tweeted back in 2011, “I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” We're assuming he has no plans on killing himself over his fragrance, though, which launches this month.
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Adam Levine--Maroon 5 front man, The Voice coach and chronic modelizer--now officially has his own fragrance.

But he's not like every other fragrance-hawking-celeb OK? “I didn’t want it to be another bulls--t celebrity fragrance that I was hocking, that I didn’t believe in,” Levine told WWD. "On paper, I’m not a fan of the [genre], but I got excited having conversations with ID Perfumes."

The singer famously tweeted back in 2011, “I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” We're assuming he has no plans on killing himself over his fragrance, though. (People are allowed to change their minds. We get it.)

The eponymous line (it was orginally rumored to be called "222") is not just one fragrance, but rather a "masterbrand," including both men's and women's fragrances. It will launch this month at Macy's in the US and with wider distribution planned later in the year. The women's scent is described as a "woody floral," and both come in bottles that look like microphones. Prices will range from $35 to $65, and industry sources told WWD that the brand could sell $25 million its first year, though Levine declined to comment on sales projections.

Levine set his sights pretty high while developing the fragrance. “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," he told the trade. (He and Tom Ford do share the same taste in facial hair, though we're not sure Ford would ever do a bottle shaped like, say, scissors.)

Do you want to smell like Jagger Adam Levine?