Adam Levine, Who Called for 'Death' of Celeb Fragrances, Creates One of His Own
On March 5th of last year, Maroon 5 singer Adam Levine boldly announced his displeasure and disapproval with star-studded smells on Twitter. "I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward."
It seems Mr. Levine has had a change of heart, even if it took almost a year: On March 7, 2012, he announced that he will be launching his own line of fragrances. Christina Aguilera was the first to point a jesting finger at her fellow "Voice" judge tweeting, "Haha @AdamLevine. What a difference a year makes. Welcome to the celebrity fragrance family!"
Titled 222 by Adam Levine, the new fragrance is set to hit stores in May 2013. "I'm not going to lie, I cringed the first time I heard about [the offer of doing my own fragrances]," he mused to WWD. "I like to think that I have decent taste, so why not try it and do a good version? Just to say no and not to try to elevate this is a cop-out."
The 33 year-old 'Moves Like Jagger' hitmaker insisted on creative control of the 222 perfumes through its development, explaining, "I've seen cool, sexy, inspiring things in fragrances. If I'm emulating those things, then I love it."
Levine also admitted that money played a huge factor in the making of 222. "People do this to make money, I'm not going to lie to you," he admitted. "Obviously, there's a financial part to this as well. But there are other things that come into play, too, and I'm not just going to sign off on something if I don't love it."