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Stan Lee Cologne Lets Customers Odor 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.
Stone Island Polo Shirt TurquoiseThe 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 great-evil continuum — from Spider-Man, the Avengers and the X-Males to Loki, Magneto and Physician Doom.

Lee wished the fragrance to odor like they would scent. If they have been actual and wore cologne.
“We wanted to do something, we talked about it, and he said, ‘I never thought of my characters, what they smelled like,'” stated Levine, chief govt of JADS International. “He stated, ‘Everybody would be pretty good except the Hulk.'”

This is the niche JADS has worked since Levine based the company 21/2 years in the past. Previous fragrances include a line of Avengers colognes — yes, 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,” for example, which “lets you release your own Intergalactic Man of Thriller.”)

The corporate also will launch a Wipeout body spray subsequent month to tap into the (most likely completely different) fan base for the ABC obstacle-race show. It is a younger enterprise that isn’t profitable but, but Levine hopes to nurture it into one thing like his final enterprise, which he sold off.

Celebrity fragrances make up just four.5 p.c of the so-known as prestige market of fragrances sold in department stores, based on market analysis agency NPD Group. But in both department stores and less prestigious retailers, you can find numerous celeb scents, said Helen M. Caldwell, a professor at Providence School in Rhode Island who studies luxury marketing.

You as soon as had to be a giant star to get your own fragrance — think White Diamonds by Elizabeth Taylor — but now the Snookis of the world have their own traces, too.

In that light, Caldwell said, a Stan Lee cologne seems a bit much less bizarre than it in any other case may. But its pool of potential buyers can’t compete with the masses willing 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’m sure they do not anticipate to do extraordinarily nicely with it.”

Levine does figure the Wipeout physique spray has greater gross sales potential. He expects to sell that product in grocery stores and different retailers throughout the nation, while the Stan Lee cologne — $24.99 for a 100-milliliter bottle — is accessible on the JADS webpage, at choose comedian-e-book outlets and at comic-book conventions.

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

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

“I hugged him at a convention once, and that i feel like his natural 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 scent 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 defined.

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

By electronic mail, Lee defined his reasoning: “I felt a touch of villainy added to the scent would make it more fascinating and be of greater enchantment to females who at all times find a villain interesting if he is rich and handsome — and smells good.

“In an ideal world, I would also 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 sent six fragrance candidates to POW! Leisure, Lee’s Beverly Hills-based company, to let Lee and his employees choose the winner. Yuka Kobayashi, POW!’s director of latest media, mentioned it got here right down to a poll.

“We wished to pick a fragrance that was extra on the unisex side,” she stated. “I feel we got here up with an excellent selection out of the six.”

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

He offered Stone Care International to a non-public-equity agency eight years ago, stayed on for a number of extra years and did a two-12 months stint as government director — on a volunteer foundation — 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 team 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 coloration to point when you want to reapply sunblock or stone island reflective mesh get inside, but the company did not abandon its niche. The band kinds embody the Hulk and Spider-Man.

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

Levine met Kobayashi and Lee at the Philadelphia Comedian Con a 12 months in the past, and the topic of scent naturally came up, what with Levine’s huge Avengers-fragrance banner and his exhibit stone island reflective mesh space full of wares.

Kobayashi was intrigued. She’s been to quite a lot of Comic Cons, and “it’s the primary time I’ve seen a cologne particularly focused at this market.” So why not a Stan Lee fragrance

“We thought it was a cute match for his sensibility because Stan has an excellent sense of humor,” she said.

Lee joked by electronic mail that his initial reaction to the concept was, “A Stan Lee cologne !! Who are they kidding “

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