Geena Cole/London Ent/Splash News Online; Startraks
“I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” So Tweeted Adam Levine in March 2011. We have to assume he’s changed his mind, however, because he just released his first eponymous perfume line, including a women’s and men’s scent.
What made him repeal his official death sentence for celebrity perfumers? “I wouldn’t have been able to do this if I didn’t have the creative control,” he told PEOPLE at the line’s launch in L.A. on Wednesday. “Otherwise it would have wound up being something that I didn’t endorse, and I’d be stuck standing here feeling like an a**hole.”
We think there may have been another reason he suddenly hopped on the celeb fragrance bandwagon: the testing process. “I got opinions from…all the women I could find,” Levine says of the development stage. One has to imagine “What do you think of my celebrity fragrance?” is a pretty effective pickup line.
And the end result? “It’s just a very subtle scent. It’s not something that completely overtakes a room,” he said. “I like the idea of proximity, which is that you have to be close to someone to really experience it.”
So has the Maroon 5 front man’s thoughts changed on the celebrity-endorsed beauty industry? That’s still up for debate, but he’s certainly pleased with at least one brand on the market: his own. “I’m proud to say that I do love it and I wear it.”
Adam Levine fragrances are available at Macy’s stores nationwide and macys.com with prices starting at $35. Tell us: Are you excited to try Levine’s new perfumes?
–Jennifer Cress, reporting by Gabrielle Olya