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Stan Lee Cologne Lets Users Smell 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 firm got down to do.

Considering the name on the bottle, it is smart.
The new Stan Lee’s Signature Cologne trades on the geek recognition of a comedian-e-book-industry icon who had a hand in creations spanning the great-evil continuum — from Spider-Man, the Avengers and the X-Males to Loki, Magneto and Physician Doom.

Lee wanted the fragrance to smell like they might odor. If they had been actual and wore cologne.
“We wished to do something, we talked about it, and he said, ‘I never thought of my characters, what they smelled like,'” stated Levine, chief government of JADS International. “He mentioned, ‘Everybody could be fairly good besides the Hulk.'”

That is the niche JADS has worked since Levine based the company 21/2 years ago. Past fragrances include a line of Avengers colognes — yes, the Hulk has one, appropriately called “SMASH” — in addition to Star Trek and Star Wars scents aimed toward tapping two intense stone island size large fan bases. (“Sulu Pour Homme,” as an illustration, which “allows you to launch your individual Intergalactic Man of Thriller.”)

The corporate additionally will launch a Wipeout body spray next month to tap into the (most likely totally different) fan base for the ABC impediment-race present. It’s a younger enterprise that isn’t worthwhile but, however Levine hopes to nurture it into one thing like his last enterprise, which he offered off.

Celeb fragrances make up simply four.5 percent of the so-referred to as prestige market of fragrances sold in malls, in keeping with market research agency NPD Group. But in each department shops and less prestigious retailers, you could find lots of celeb scents, said Helen M. Caldwell, a professor at Providence Faculty in Rhode Island who studies luxury advertising and marketing.

You once needed to be a giant star to get your own fragrance — think 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 seems a bit much less bizarre than it otherwise might. However its pool of potential patrons can’t compete with the masses prepared to shell out for a fragrance associated with, say, Justin Bieber.

“It is very niche — a very, very area of interest market,” Caldwell stated. “And I’m certain they don’t count on to do extraordinarily effectively with it.”

Levine does determine the Wipeout physique spray has greater gross sales potential. He expects to promote that product in grocery shops and different retailers throughout the country, whereas the Stan Lee cologne — $24.Ninety nine for a 100-milliliter bottle — is accessible on the JADS webpage, at select comedian-book outlets and at comedian-e book conventions.

But Levine is counting on the product to grab numerous consideration. He launched the cologne last week, and “we’re getting calls from everywhere in the nation already.”

Lee, 90, is well-known in certain circles for his work on the Marvel comic e book traces. His fans love him — they line up by the a whole lot to get his autograph and await his the place’s-Waldo cameos in Marvel films with bated breath.

“I hugged him at a convention as soon as, and that i feel like his natural pheromones made me manlier for the rest of the day,” joked the anonymous creator of the popular Geekologie weblog, explaining why the cologne ought to have been made to smell like Lee himself.

So — what’s 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 touch spicy, Levine defined.

“You want to really feel like Iron Man … however you want to have slightly little bit of Loki,” he added, referring to the supervillain who clashed with the Avengers in final year’s blockbuster movie.

By email, Lee defined his reasoning: “I felt a contact of villainy added to the scent would make it more fascinating and be of higher appeal to females who at all times find a villain attention-grabbing if he’s wealthy and handsome — and smells good.

“In an ideal world, I’d additionally want so as to add a whiff of comicbook retailer aroma — the smell of newsprint and colored ink, the rush of enthusiasm and the thrill of discovery,” Lee added.

Levine despatched six fragrance candidates to POW! Leisure, Lee’s Beverly Hills-based mostly company, to let Lee and his employees choose the winner. Yuka Kobayashi, POW!’s director of recent media, stated it came right down to a poll.

“We wanted to select a fragrance that was extra on the unisex side,” she said. “I feel we came up with a superb choice out of the six.”

Levine had a background in fragrances before he began his three-person company, simply not the kind you dab behind your ear. His earlier agency made cleaning merchandise for stone, granite and different hard surfaces, which meant a familiarity with scents and the way they work.

He offered Stone Care Worldwide to a non-public-equity agency eight years in the past, stayed on for a couple of extra years and did a two-yr stint as government director — on a volunteer basis — of the Baltimore Humane Society’s Reisterstown shelter.

After which he determined to get into the fragrances that you just do dab (or spray) on.
Levine’s small group does the upfront work and contracts with manufacturers for manufacturing — a Southeast Baltimore company dealt with the Stan Lee line.

JADS branched out this spring with Sunscreen Bands, a wearable product that changes color to point when you have to reapply sunblock or get inside, but the corporate did not abandon its area of interest. The band kinds include the Hulk stone island size large and Spider-Man.

So there is a definite Stan Lee theme at play. Perhaps it was inevitable that Levine and Lee would group up.

Levine met Kobayashi and Lee at the Philadelphia Comic Con a year ago, and the topic of scent naturally got here up, what with Levine’s massive Avengers-fragrance banner and his exhibit area full of wares.

Kobayashi was intrigued. She’s been to numerous Comedian Cons, and “it is the primary time I’ve seen a cologne specifically targeted 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 superb sense of humor,” she mentioned.

Lee joked by e-mail that his preliminary reaction to the idea was, “A Stan Stone Island Fleecewear Lee cologne !! Who’re they kidding Should you have almost any inquiries regarding where as well as the best way to utilize Metal, you are able to email us at the web site.”

The box and bottle has his trademark aviator sunglasses and mustache, alongside along with his signature. Additionally in the field: a “private message” for purchasers — and no, the businesses aren’t saying what’s in it.