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ROCKING FRAGRANCE: Maroon 5 frontman and singer/songwriter Adam Levine is about to add another title to his resume: fragrance creator.
Levine will launch his first fragrance project, a masterbrand called 222 by Adam Levine, in May 2013. He is working with ID Perfumes, a division of Adrenalina Inc., which also handles Selena Gomez’s fragrance license.
The men’s and women’s scents are expected to be sold in department and specialty store doors in the U.S., as well as duty free. Eventually, they could expand to Canada, Mexico, South America, the U.K., Europe, the Middle East, Asia and the Far East, where ID Perfumes distributes. While ID Perfumes is keeping mum on the juice details, at the moment, the eau de parfum will be sold in 1 oz., 1.7 oz. and 3.4 oz. sizes, for $36, $45 and $65, respectively. Ancillaries are expected to follow.
“Adam is a performer with tremendous charisma — both on stage and on TV,” said Ilia Lekach, chairman and chief executive officer of ID Perfumes, noting that Levine is also a vocal coach for NBC’s “The Voice.” “Endeavoring to capture that in a bottle has thus far been very exciting and we’re certain the final products will be even more so.”