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Stan Lee Cologne Lets Customers Smell Like Superheroes With A Dash Of Villainy, Geekiness

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

Considering the name on the bottle, it is smart.
Reflective Print Cotton T-Shirt in Navy GreenThe new Stan Lee’s Signature Cologne trades on the geek reputation of a comic-e book-industry icon who had a hand in creations spanning the nice-evil continuum — from Spider-Man, the Avengers and the X-Males to Loki, Magneto and Physician Doom.

Lee wanted the fragrance to scent like they’d odor. In the event that they have been real and wore cologne.
“We wanted to do one thing, we talked about it, and he stated, ‘I by no means thought about my characters, what they smelled like,'” stated Levine, chief executive of JADS Worldwide. “He mentioned, ‘Everyone could be fairly good except the Hulk.'”

This is the area of interest JADS has labored since Levine founded the corporate 21/2 years ago. Previous fragrances embody a line of Avengers colognes — yes, the Hulk has one, appropriately known as “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 release your personal Intergalactic Man of Mystery.”)

The corporate also will launch a Wipeout body spray subsequent month to faucet into the (probably different) fan base for the ABC impediment-race show. It is a young enterprise that isn’t profitable but, but Levine hopes to nurture it into something like his final business, which he offered off.

Superstar fragrances make up just four.5 % of the so-called prestige market of fragrances bought in department stores, in response to market analysis firm NPD Group. However in both department stores and fewer prestigious retailers, yow will discover numerous movie star scents, mentioned Helen M. Caldwell, a professor at supreme x stone island camp cap Providence College in Rhode Island who studies luxurious marketing.

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

In that light, Caldwell mentioned, a Stan Lee cologne appears a bit less bizarre than it otherwise may. But its pool of potential buyers cannot compete with the lots prepared to shell out for a fragrance associated with, say, Justin Bieber.

“It is rather niche — a very, very niche market,” Caldwell said. “And I am sure they do not expect to do extraordinarily nicely with it.”

Levine does figure the Wipeout physique spray has bigger 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 one hundred-milliliter bottle — is offered on the JADS website, at choose comic-e-book shops and at comic-e book conventions.

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

Lee, ninety, is famous in sure circles for his work on the Marvel comic e book lines. His followers love him — they line up by the hundreds 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 really feel like his natural pheromones made me manlier for the remainder of the day,” joked the nameless author of the favored Geekologie weblog, explaining why the cologne should have been made to odor like Lee himself.

So — what’s the aroma of heroism with a dash of its polar reverse 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 … but you need to have just a little bit of Loki,” he added, referring to the supervillain who clashed with the Avengers in last yr’s blockbuster movie.

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

“In a perfect world, I might also need so as to add a whiff of comicbook store aroma — the odor of newsprint and coloured ink, the rush of enthusiasm and the joys of discovery,” Lee added.

Levine sent six fragrance candidates to POW! Leisure, Lee’s Beverly Hills-based firm, to let Lee and his staff choose the winner. Yuka Kobayashi, Stone Island Clothes POW!’s director of recent media, mentioned it came all the way down to a poll.

“We wanted to choose a fragrance that was extra on the unisex side,” she said. “I believe 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 sort you dab behind your ear. His earlier agency made cleansing products for stone, granite and different onerous surfaces, which meant a familiarity with scents and the way they work.

He offered Stone Care International to a private-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 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 crew does the upfront work and contracts with manufacturers for production — a Southeast Baltimore company dealt with the Stan Lee line.

JADS branched out this spring with Sunscreen Bands, a wearable product that modifications shade to indicate when it’s good to reapply sunblock or get inside, however the company did not abandon its area of interest. The band styles 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 group up.

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

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

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

Lee joked by e-mail that his initial response to the concept was, “A Stan Lee cologne !! Who’re they kidding “

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

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