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Stan Lee Cologne Lets Users Smell Like Superheroes With A Sprint Of Villainy, Geekiness

Create a fragrance that smells heroic with a touch of villainy — that’s what Andrew Levine’s Lutherville company set out to do.

Considering the name on the bottle, it makes sense.

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The brand new Stan Lee’s Signature Cologne trades on the geek popularity of a comedian-guide-trade icon who had a hand in creations spanning the good-evil continuum — from Spider-Man, the Avengers and the X-Males to Loki, Magneto and Physician Doom.

Lee wished the fragrance to scent like they’d scent. If they were actual and wore cologne.
“We wanted to do something, we talked about it, and he said, ‘I never thought about my characters, what they smelled like,'” stated Levine, chief govt of JADS Worldwide. “He stated, ‘Everyone could be fairly good except the Hulk.'”

This is the niche JADS has worked since Levine founded the company 21/2 years ago. Past fragrances include a line of Avengers colognes — sure, the Hulk has one, appropriately referred to as “SMASH” — as well as Star Trek and Star Wars scents aimed at tapping two intense fan bases. (“Sulu Pour Homme,” for instance, which “permits you to release your own Intergalactic Man of Mystery.”)

The corporate also will launch a Wipeout body spray next month to tap into the (probably different) fan base for the ABC obstacle-race present. It is a younger enterprise that is not worthwhile yet, however Levine hopes to nurture it into one thing like his final business, which he sold off.

Celeb fragrances make up just 4.5 percent of the so-called prestige market of fragrances sold in department stores, in response to market analysis agency NPD Group. But in both department stores and less prestigious retailers, you can find lots of celebrity scents, said Helen M. Caldwell, a professor at Providence College in Rhode Island who studies luxury marketing.

You once had to be an enormous star to get your own fragrance — think White Diamonds by Elizabeth Taylor — but now the Snookis of the world have their own strains, too.

In that light, Caldwell mentioned, a Stan Lee cologne seems a bit much less bizarre than it in any other case would possibly. But its pool of potential patrons can’t compete with the masses willing to shell out for a fragrance associated with, say, Justin Bieber.

“It is extremely niche — a very, very niche market,” Caldwell stated. “And I am sure they do not expect to do extremely well with it.”

Levine does determine the Wipeout physique spray has bigger sales potential. He expects to sell that product in grocery stores and other retailers across the country, while the Stan Lee cologne — $24.Ninety nine for a 100-milliliter bottle — is available on the JADS website, at select comic-book outlets and at comic-e book conventions.

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

Lee, ninety, is well-known in sure circles for his work on the Marvel comedian guide traces. His followers love him — they line up by the tons of to get his autograph and await his the place’s-Waldo cameos in Marvel motion pictures with bated breath.

“I hugged him at a convention as soon as, and that i really feel like his pure pheromones made me manlier for the remainder of the day,” joked the anonymous writer of the popular Geekologie blog, 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 reverse Bergamot, ginger, white pepper, basil and violet with “accords of cedar, vetiver and musk.” A contact stone island dark grey sweatshirt spicy, Levine defined.

“You wish to feel like Iron Man … however you wish to have somewhat bit of Loki,” he added, referring to the supervillain who clashed with the Avengers in final yr’s blockbuster film.

By e-mail, Lee defined his reasoning: “I felt a contact of villainy added to the scent would make it extra fascinating and be of greater appeal to females who always find a villain interesting if he’s wealthy and handsome — and smells good.

“In an ideal world, I would additionally need so as to add a whiff of comicbook retailer aroma — the scent of newsprint and coloured ink, the rush of enthusiasm and the thrill of discovery,” Lee added.

Levine sent six fragrance candidates to POW! Entertainment, Lee’s Beverly Hills-based company, to let Lee and his workers select the winner. Yuka Kobayashi, POW!’s director of recent media, stated it got here right down to a poll.

“We wished to pick a fragrance that was more on the unisex side,” she said. “I think we came up with a good choice out of the six.”

Levine had a background in fragrances earlier than he began his three-particular person firm, simply not the type you dab behind your ear. His previous firm made cleaning products for stone, granite and other hard surfaces, which meant a familiarity with scents and how they work.

He sold Stone Care Worldwide to a personal-fairness agency eight years in the past, stayed on for just a few extra years and did a two-yr stint as executive director — on a volunteer basis — of the Baltimore Humane Society’s Reisterstown shelter.

And then he decided to get into the fragrances that you do dab (or spray) on.
Levine’s small team does the upfront work and contracts with manufacturers for manufacturing — a Southeast Baltimore company handled the Stan Lee line.

JADS branched out this spring with Sunscreen Bands, a wearable product that changes color to indicate when it’s essential to reapply sunblock or get inside, however the corporate did not abandon its niche. The band styles include the Hulk and Spider-Man.

So there’s a definite Stan Lee theme at play. Perhaps it was inevitable that Levine and Lee would crew up.

Levine met Kobayashi and Lee on the Philadelphia Comedian Con a year ago, and the topic of scent naturally came up, what with Levine’s massive Avengers-fragrance banner and his exhibit space full of wares.

Kobayashi was intrigued. She’s been to a variety of Comic Cons, and “it is the first 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 because Stan has an excellent sense of humor,” she said.

Lee joked by email that his initial stone island dark grey sweatshirt reaction to the idea was, “A Stan Lee cologne !! Who’re they kidding “

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

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