Stan Lee Cologne Lets Customers Odor Like Superheroes With A Dash Of Villainy, Geekiness
Create a fragrance that smells heroic with a contact of villainy — that is what Andrew Levine’s Lutherville company got down to do.
Considering the identify on the bottle, it is smart.
The brand new Stan Lee’s Signature Cologne trades on the geek recognition of a comic-book-industry icon who had a hand in creations spanning the nice-evil continuum — from Spider-Man, the Avengers and the X-Males to Loki, Magneto and Physician Doom.
Lee wanted the fragrance to scent like they’d scent. In the event that they had been real and wore cologne.
“We wanted to do one thing, we talked about it, and he stated, ‘I by no means thought about my characters, what they smelled like,'” mentioned Levine, chief government of JADS Worldwide. “He stated, ‘Everyone could be fairly good besides the Hulk.'”
That is the niche JADS has worked since Levine based the company 21/2 years in the past. Past fragrances include a line of Avengers colognes — sure, the Hulk has one, appropriately called “SMASH” — as well as Star Trek and Star Wars scents geared toward tapping two intense fan bases. (“Sulu Pour Homme,” as an illustration, which “allows you to launch your own Intergalactic Man of Thriller.”)
The corporate additionally will launch a Wipeout physique spray next month to tap into the (most likely totally different) fan base for the ABC impediment-race present. It is a younger enterprise that isn’t worthwhile yet, however Levine hopes to nurture it into one thing like his last enterprise, which he offered off.
Superstar fragrances make up simply 4.5 percent of the so-referred to as prestige market of fragrances sold in malls, in response to market research agency NPD Group. But in each malls and less prestigious retailers, yow will discover a lot of celebrity scents, said Helen M. Caldwell, a professor at Providence Faculty in Rhode Island who research luxury advertising.
You once needed to be a big star to get your own fragrance — suppose White Diamonds by Elizabeth Taylor — however now the Snookis of the world have their very own traces, too.
In that light, Caldwell said, a Stan Lee cologne appears a bit much less bizarre than it in any other case might. However its pool of potential patrons can’t compete with the masses prepared to shell out for a fragrance related to, say, Justin Bieber.
“It is very area of interest — a really, very area of interest market,” Caldwell mentioned. “And I am certain they don’t anticipate to do extremely well with it.”
Levine does determine the Wipeout physique spray has greater gross sales potential. He expects to promote that product in grocery stores and different retailers throughout the country, whereas the Stan Lee cologne — $24.Ninety nine for a one hundred-milliliter bottle — is accessible on the JADS webpage, at select comedian-e book outlets and at comedian-e-book conventions.
But Levine is counting on the product to grab numerous attention. He launched the cologne last week, and “we’re getting calls from all around the country already.”
Lee, ninety, is well-known in sure circles for his work on the Marvel comedian guide traces. His fans love him — they line up by the hundreds to get his autograph and await his where’s-Waldo cameos in Marvel motion pictures with bated breath.
“I hugged him at a convention once, and i feel like his pure pheromones made me manlier for the remainder of the day,” joked the anonymous writer of the favored Geekologie blog, explaining why the cologne should have been made to odor like Lee himself.
So — what is the aroma of heroism with a sprint of its polar opposite Bergamot, ginger, white pepper, basil and violet with “accords of cedar, vetiver and musk.” A contact spicy, Levine defined.
“You need to really feel like Iron Man … however you need to have slightly bit of Loki,” he added, referring to the supervillain who clashed with the Avengers in final year’s blockbuster film.
By electronic mail, Lee explained his reasoning: “I felt a touch of villainy added to the scent would make it extra interesting and be of larger attraction to females who all the time find a villain fascinating if he is rich and handsome — and smells good.
“In an ideal world, I might additionally want to add a whiff of comicbook store aroma — the odor of newsprint and coloured ink, the rush of enthusiasm and the thrill of discovery,” Lee added.
Levine despatched six fragrance candidates to POW! Entertainment, Lee’s Beverly Hills-primarily based firm, to let Lee and his workers select the winner. Yuka Kobayashi, Stone Island Clothes POW!’s director of latest media, mentioned it got here all the way down to a poll.
“We wished to select a fragrance that was more on the unisex side,” she said. “I believe we got here up with a great selection out of the six.”
Levine had a background in fragrances before he began his three-particular person company, simply not the sort you dab behind your ear. His previous agency made cleansing merchandise for stone, granite and other onerous surfaces, which meant a familiarity with scents and how they work.
He sold Stone Care Worldwide to a non-public-fairness firm eight years in the past, stayed on for just a few more years and did a two-year stint as government director — on a volunteer basis — of the Baltimore Humane Society’s Reisterstown shelter.
And then he decided to get into the fragrances that you just do dab (or spray) on.
Levine’s small staff does the upfront work and contracts with manufacturers for production — a Southeast Baltimore company handled the Stan Lee line.
JADS branched out this spring with Sunscreen Bands, a wearable product that modifications shade to indicate when that you must reapply sunblock or get inside, however the company did not abandon its niche. The band kinds embrace the Hulk and Spider-Man.
So there is a particular Stan Lee theme at play. Maybe it was inevitable that Levine and Lee would crew up.
Levine met Kobayashi and Lee on the Philadelphia Comic Con a yr ago, and the topic of scent naturally came up, what with Levine’s massive Avengers-fragrance banner and his exhibit area stuffed with wares.
Kobayashi was intrigued. She’s been to numerous Comic Cons, and “it is the first time I’ve seen a cologne specifically focused at this market.” So why not a Stan Lee fragrance
“We thought it was a cute fit for his sensibility as a result of Stan has a wonderful sense of humor,” she mentioned.
Lee joked by email that his initial response to the concept was, “A Stan Lee cologne !! Who’re they kidding “
The field and bottle has his trademark aviator sunglasses and mustache, alongside together with his signature. Also in the box: a “personal message” for purchasers — and stone island navy hooded jacket no, the companies aren’t saying what’s in it.