Stan Lee Cologne Lets Users Odor Like Superheroes With A Dash Of Villainy, Geekiness
Create a fragrance that smells heroic with a contact of villainy — that’s what Andrew Levine’s Lutherville firm got down to do.
Contemplating the name on the bottle, it makes sense.
The brand new Stan Lee’s Signature Cologne trades on the geek recognition of a comedian-ebook-industry icon who had a hand in creations spanning the great-evil continuum — from Spider-Man, the Avengers and the X-Men to Loki, Magneto and Physician Doom.
Lee wanted the fragrance to smell like they might odor. 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 never considered my characters, what they smelled like,'” said Levine, chief govt of JADS Worldwide. “He stated, ‘Everyone would be fairly good besides the Hulk.'”
That is the area of interest JADS has labored since Levine founded the corporate 21/2 years ago. Past fragrances include a line of Avengers colognes — yes, the Hulk has one, appropriately known as where is stone island clothing made “SMASH” — in addition to Star Trek and Star Wars scents aimed at tapping two intense fan bases. (“Sulu Pour Homme,” for instance, which “lets you launch your own Intergalactic Man of Thriller.”)
The corporate additionally will launch a Wipeout physique spray subsequent month to tap into the (probably different) fan base for the ABC obstacle-race present. It is a young enterprise that isn’t profitable yet, however Levine hopes to nurture it into one thing like his last enterprise, which he bought off.
Celebrity fragrances make up just 4.5 p.c of the so-referred to as prestige market of fragrances offered in department shops, in line with market analysis agency NPD Group. However in both shops and less prestigious retailers, you could find lots of movie star scents, mentioned Helen M. Caldwell, a professor at Providence College in Rhode Island who research luxurious advertising.
You as soon as had to be a giant star to get your own fragrance — assume White Diamonds by Elizabeth Taylor — however now the Snookis of the world have their very own traces, too.
In that mild, Caldwell mentioned, a Stan Lee cologne appears a bit much less bizarre than it in any other case would possibly. However its pool of potential consumers cannot compete with the lots keen to shell out for a fragrance related to, say, Justin Bieber.
“It is extremely area of interest — a very, very niche market,” Caldwell mentioned. “And I’m positive they don’t count on to do extraordinarily properly with it.”
Levine does figure the Wipeout body spray has bigger gross sales potential. He expects to promote that product in grocery stores and other retailers throughout the country, whereas the Stan Lee cologne — $24.Ninety nine for a a hundred-milliliter bottle — is out there on the JADS webpage, at select comedian-e-book shops and at comedian-guide conventions.
But Levine is counting on the product to grab plenty of consideration. He launched the cologne final week, and “we’re getting calls from everywhere in the nation already.”
Lee, 90, is well-known in sure circles for his work on the Marvel comedian e-book traces. His fans love him — they line up by the a whole bunch 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 rest of the day,” joked the nameless creator of the popular 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 reverse Bergamot, ginger, white pepper, basil and violet with “accords of cedar, vetiver and musk.” A touch spicy, Levine explained.
“You need to really feel like Iron Man … however you wish to have a bit of bit of Loki,” he added, referring to the supervillain who clashed with the Avengers in final 12 months’s blockbuster film.
By e-mail, Lee defined his reasoning: “I felt a touch of villainy added to the scent would make it more fascinating and be of higher appeal to females who all the time find a villain attention-grabbing if he is rich and handsome — and smells good.
“In a perfect world, I’d additionally need to add a whiff of comicbook retailer aroma — the odor of newsprint and colored ink, the rush of enthusiasm and the thrill of discovery,” Lee added.
Levine despatched six fragrance candidates to POW! Entertainment, Lee’s Beverly Hills-based mostly firm, to let Lee and his workers choose the winner. Yuka Kobayashi, POW!’s director of latest media, said it got here all the way down to a poll.
“We wished to choose a fragrance that was more on the unisex facet,” she said. “I believe we got here up with an excellent selection out of the six.”
Levine had a background in fragrances before he began his three-individual company, just not the sort you dab behind your ear. His previous firm made cleaning merchandise for stone, granite and other hard surfaces, which meant a familiarity with scents and the way they work.
He offered Stone Care Worldwide to a private-fairness agency eight years ago, stayed on for a number of more years and did a two-year stint as govt 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 group does the upfront work and contracts with manufacturers for production — a Southeast Baltimore firm handled the Stan Lee line.
JADS branched out this spring with Sunscreen Bands, a wearable product that modifications color to indicate when you could reapply sunblock or get inside, but the company didn’t abandon its niche. The band types embody the Hulk and Spider-Man.
So there’s a particular 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 12 months in the past, and the topic of scent naturally came up, what with Levine’s large Avengers-fragrance banner and his exhibit space stuffed with wares.
Kobayashi was intrigued. She’s been to loads of 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 match for his sensibility as a result of Stan has a superb sense of humor,” she mentioned.
Lee joked by email that his preliminary reaction to the thought was, “A Stan Lee cologne !! Who’re they kidding “
The box and bottle has his trademark aviator sunglasses and mustache, alongside with his signature. Additionally within the field: a “private message” for purchasers — and no, the companies aren’t saying what’s in it.