Stan Lee Cologne Lets Customers Scent Like Superheroes With A Sprint 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.
Contemplating the title on the bottle, it is sensible.
The brand new Stan Lee’s Signature Cologne trades on the geek recognition of a comedian-guide-trade 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 needed the fragrance to odor like they might odor. If they had been actual and wore cologne.
“We needed to do one thing, we talked about it, and he mentioned, ‘I by no means considered my characters, what they smelled like,'” mentioned Levine, chief government of JADS Worldwide. “He mentioned, ‘All people can be pretty good besides the Hulk.'”
That is the area of interest JADS has labored since Levine based the corporate 21/2 years in the past. Previous fragrances embody a line of Avengers colognes — sure, the Hulk has one, appropriately called “SMASH” — as well as Star Trek and Star Wars scents aimed toward tapping two intense fan bases. (“Sulu Pour Homme,” as an example, which “means that you can launch your individual Intergalactic Man of Thriller.”)
The corporate additionally will launch a Wipeout body spray next month to tap into the (in all probability different) fan base for the ABC obstacle-race show. It’s a younger enterprise that is not worthwhile but, however Levine hopes to nurture it into one thing like his final enterprise, which he bought off.
Movie star fragrances make up just 4.5 % of the so-called prestige market of fragrances sold in department shops, in accordance with market analysis agency NPD Group. However in each malls and fewer prestigious retailers, you will discover a number of celeb scents, said Helen M. Caldwell, a professor at Providence College in Rhode Island who research luxurious advertising and marketing.
You as soon as needed to be an enormous star to get your individual fragrance — suppose White Diamonds by Elizabeth Taylor — however now the Snookis of the world have their very own strains, too.
In that gentle, Caldwell mentioned, a Stan Lee cologne seems a bit much less bizarre than it in any other case would possibly. However its pool of potential patrons cannot compete with the lots prepared to shell out for a fragrance related to, say, Justin Bieber.
“It is extremely area of interest — a really, very niche market,” Caldwell mentioned. “And I am certain they do not anticipate to do extraordinarily nicely with it.”
Levine does determine the Wipeout physique spray has larger sales potential. He expects to promote that product in grocery stores and different retailers across the nation, whereas the Stan Lee cologne — $24.Ninety nine for a a hundred-milliliter bottle — is offered on the JADS web site, at choose comedian-ebook outlets and at comic-e book conventions.
But Levine is counting on the product to seize a whole lot of consideration. He launched the cologne final week, and “we’re getting calls from all around the nation already.”
Lee, ninety, is well-known in sure circles for his work on the Marvel comedian e-book strains. His fans love him — they line up by the a whole lot to get his autograph and await his where’s-Waldo cameos in Marvel films 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 nameless creator of the popular Geekologie blog, explaining why the cologne should have been made to smell 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 contact spicy, Levine defined.
“You wish to really feel like Iron Man … but you need to have a little bit bit of Loki,” he added, referring to the supervillain who clashed with the Avengers in last year’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 better appeal to females who always find a villain interesting if he’s rich and handsome — and smells good.
“In a perfect world, I might additionally need stone island hat sale so as to add a whiff of comicbook store aroma — the odor of newsprint and colored ink, the rush of enthusiasm and the fun of discovery,” Lee added.
Levine sent six fragrance candidates to POW! Entertainment, Lee’s Beverly Hills-based mostly company, to let Lee and his staff choose the winner. Yuka Kobayashi, POW!’s director of latest media, mentioned it came all the way down to a poll.
“We needed to choose a fragrance that was more on the unisex side,” she said. “I believe we came up with a great choice out of the six.”
Levine had a background in fragrances earlier than he started his three-person company, just not the kind you dab behind your ear. His previous firm made cleansing merchandise for stone, granite and different exhausting surfaces, which meant a familiarity with scents and the way they work.
He bought Stone Care International to a private-equity firm eight years ago, stayed on for a few more years and did a two-year stint as executive director — on a volunteer basis — of the Baltimore Humane Society’s Reisterstown shelter.
And then he determined to get into the fragrances that you just do dab (or spray) on.
Levine’s small team 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 point when you should reapply sunblock or get inside, but the corporate did not abandon its area of Stone Island Hoodies interest. 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 12 months ago, and the subject of scent naturally came up, what with Levine’s massive Avengers-fragrance banner and his exhibit house stuffed with wares.
Kobayashi was intrigued. She’s been to lots of Comedian Cons, and “it’s 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 match for his sensibility as a result of Stan has a superb sense of humor,” she stated.
Lee joked by e-mail that his preliminary response to the concept was, “A Stan Lee cologne !! Who are they kidding “
The box and bottle has his trademark aviator sunglasses and mustache, along with his signature. Also within the field: a “non-public message” for purchasers — and no, the companies aren’t saying what’s in it.