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Stan Lee Cologne Lets Users Scent 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.

Considering the name on the bottle, it makes sense.
The brand new Stan Lee’s Signature Cologne trades on the geek reputation of a comic-ebook-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 Doctor Doom.

Lee wanted the fragrance to smell like they’d scent. In the event that they had been real and wore cologne.
“We wanted to do something, we talked about it, and he stated, ‘I never thought of my characters, what they smelled like,'” said Levine, chief govt of JADS Worldwide. “He stated, ‘Everyone can be fairly good besides the Hulk.'”

That is the area of interest JADS has labored since Levine founded the company 21/2 years ago. Previous fragrances include a line of Avengers colognes — yes, the Hulk has one, appropriately called “SMASH” — in addition to Star Trek and mens green stone island jacket Star Wars scents aimed at tapping two intense fan bases. (“Sulu Pour Homme,” as an illustration, which “allows you to release 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 impediment-race present. It is a younger enterprise that isn’t profitable yet, however Levine hopes to nurture it into one thing like his final enterprise, which he offered off.

Celebrity fragrances make up simply four.5 % of the so-called prestige market of fragrances sold in department shops, in response to market analysis firm NPD Group. But in both shops and less prestigious retailers, you can find lots of celeb scents, stated Helen M. Caldwell, a professor at Providence College in Rhode Island who studies luxurious advertising and marketing.

You once needed to be an enormous star to get your personal fragrance — suppose White Diamonds by Elizabeth Taylor — however now the Snookis of the world have their very own lines, too.

In that mild, Caldwell stated, a Stan Lee cologne appears a bit less bizarre than it otherwise might. However its pool of potential patrons cannot compete with the plenty prepared to shell out for a fragrance related to, say, Justin Bieber.

“It is rather area of interest — a really, very niche market,” Caldwell stated. “And I’m sure they do not count on to do extremely properly with it.”

Levine does figure the Wipeout physique spray has greater gross sales potential. He expects to sell that product in grocery shops and other retailers across the nation, while the Stan Lee cologne — $24.99 for a 100-milliliter bottle — is offered on the JADS website, at select comedian-ebook outlets and at comic-book conventions.

However Levine is counting on the product to grab a number of attention. He launched the cologne last week, and “we’re getting calls from all over the country already.”

Lee, 90, is well-known in sure circles for his work on the Marvel comedian e-book lines. His followers love him — they line up by the a whole bunch to get his autograph and await his the place’s-Waldo cameos in Marvel movies with bated breath.

“I hugged him at a convention as soon as, and i feel like his natural pheromones made me manlier for the rest of the day,” joked the nameless creator of the favored 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 dash of its polar opposite Bergamot, ginger, white pepper, basil and violet with “accords of cedar, vetiver and musk.” A touch spicy, Levine explained.

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

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

“In an ideal world, I’d additionally want so as to add a whiff of comicbook store aroma — the scent 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-based firm, to let Lee and his employees choose the winner. Yuka Kobayashi, POW!’s director of recent media, stated it got here down to a poll.

“We wanted to choose a fragrance that was extra on the unisex aspect,” she mentioned. “I think we got here up with an excellent choice out of the six.”

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

He offered Stone Care Worldwide to a non-public-fairness firm eight years in the past, stayed on for a few more years and did a two-yr stint as government director — on a volunteer foundation — of the Baltimore Humane Society’s Reisterstown shelter.

And then he determined to get into the fragrances that you simply do dab (or spray) on.

Levine’s small workforce does the upfront work and contracts with manufacturers for production — a Southeast Baltimore firm dealt with the Stan Lee line.

JADS branched out this spring with Sunscreen Bands, a wearable product that adjustments color to indicate when it’s good to reapply sunblock or get inside, but the corporate did not abandon its area of interest. The band kinds 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 yr mens green stone island jacket in the past, and the topic of scent naturally got here up, what with Levine’s huge Avengers-fragrance banner and his exhibit area filled with wares.

Kobayashi was intrigued. She’s been to numerous Comedian 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 match for his sensibility as a result of Stan has a superb sense of humor,” she stated.

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. Also within the field: a “personal message” for purchasers — and no, the businesses aren’t saying what’s in it.

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