Jay Z Rejected 3,200 Fragrance Names Before Landing on 'Gold'

Jay Z is following up his first major fashion collaboration with his first fragrance, dubbed "Gold Jay Z," a men's eau de toilette.
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Jay Z is following up his first major fashion collaboration with his first fragrance, dubbed "Gold Jay Z," a men's eau de toilette.
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Jay Z is following up his first major fashion collaboration with his first fragrance, dubbed "Gold Jay Z," a men's eau de toilette.

The fragrance, which is designed to smell "ultra luxurious," was created with Firmenich perfumer Ilias Ermenidis. Here's how it's described in a statement to press:

Inspired by an icon, the white fougere fragrance is perfected through a layered blend of yellow ginger, white cardamom and grapefruit with a hint of blueberry. At the heart, a refined infusion of violet leaf, cypress, lavender and luxurious vetiver with a thread of pink pepper gives a tailored, modern signature. A rich note crafted with golden amber, patchouli, teak and bourbon vanilla give a final shot of gilded sensuality.

Elaborate, no? But it turns out more effort may have gone into the fragrance's seemingly simple name than the press release that describes it.

We're told Gold, which will launch at Barneys on Nov. 20, has been in the works for well over a year, during which time Mr. Carter rejected "multitudes" of names.

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In fact, Donald J. Loftus, president of Parlux Ltd (which is distributing the fragrance), tells WWD that the number of rejected fragrance names reached 3,200, until, finally, Jay picked up the bottle and declared, "This is the s--t; it’s gold."

It's understandable that he'd be particular about the name, since it sounds like we're going to be seeing it everywhere in the coming months. Nine days after it launches at Barneys, it hits department store chains nationwide, accompanied by advertisements on billboards, bus shelters, malls and digital devices. Macy's will even have interactive windows promoting the scent, according to WWD.

The bottle is refreshingly simple, and looks a bit like an alcohol bottle or flask. It also reminds us just a tad of Tom Ford's Violet Blonde fragrance bottle. Given the stars' mutual admiration for one another, we're sure there are no hard feelings, though.