“The ‘What doesn’t kill you makes you stronger’ story of the phoenix is something … that I think fits really well with a man’s cologne,” country star Keith Urban tells WWD. “Certainly, I can relate very strongly to that — going through hard times and coming out the other end of it much, much stronger for the experience.” Hence the inspiration for his very first fragrance, Phoenix, launching to fans in mid-September on keithurban.net.
The masculine scent contains notes of blackberries, cognac and dark chocolate, finishing with an amber gourmand, which hints at the smell of leather. Urban describes the fragrance as “not too rugged and not too soft — it’s somewhere in the middle ground.” Echoing that, the bottle has vertical lines along the back — designed to resemble guitar strings — and there’s an etched phoenix on the front, a nod to the Hopi Indian thunderbird tattoo Urban has on his left forearm. The cap is circled by brown leather.
Available in three sizes — 1 oz. for $24, 1.7 oz. for $35 and 3.4 oz. for $48 — Urban is excited to present it to fans before it hits store shelves in October. “I have the greatest fans in the world — I know every artist says that, but I actually do,” he says with a laugh. “I wanted to give them the first inhale of it … Scents instantly create a memory, just like a melody is a memory. In the end, it’s all about allowing people to feel good and feel their best and feel something.”