CENTS OF SMELL: Rapper 50 Cent — aka Curtis Jackson — is teaming up with Lighthouse Beauty to create a fragrance. Due this fall, the men’s scent, dubbed Power by 50 Cent, reportedly will launch first at Macy’s. The rapper is an equity partner in the venture. Power by 50 Cent is the first launch for the newly formed Lighthouse Beauty, which is comprised of artist managers at Brand Asset Management, the celebrities they represent, and developers and distributors of luxury fragrances. “The typical musician or actor might not know much about developing a fragrance or a skin care line, but he definitely wants to capitalize on his brand potential,” said Chris Lighty, chief executive officer of Brand Asset Group and founder of Violator Management. “After spending years bringing clients to major corporations to forge partnerships, I wanted to take that synergy to the next level by establishing a destination for artists and celebrities to create and distribute their brands from start to finish. What we’ll do at Lighthouse Beauty is not only transform a name into a product, but also take that product from its inception to the shelves.” Collaborations for the company will not be limited to those celebrities represented by Brand Asset Management, he said. Lighthouse Beauty is helmed by Lighty, Howard Sherman of Mod Beauty, Philip Zellner of Product King Marketing, World Source Marketing Group, 111 Design and Edge Display, and Glenn Nussdorf, a major shareholder of Parlux, Perfumania and Quality King.
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