From 'The Voice' to The Scent: Maroon 5's Levine launching men's and women's fragrances

AFP Relax – Thu, Mar 8, 2012

While fans eagerly await debut perfume releases from Lady Gaga and Madonna, Maroon 5 frontman Adam Levine is the latest pop star to announce a fragrance launch.

Levine, who is also a mentor on US reality talent show The Voice, will unveil his debut scent, 222 by Adam Levine, in May 2013, with varieties available for both men and women.

According to a release, the scent will reflect his "personality and style," although details on the juice are yet to be divulged.

Levine is working with ID Perfumes on the scent, a division of Adrenalina Inc., which developed Katy Perry's debut perfume Purr by Katy Perry and also handles Selena Gomez's fragrance license.

The men's and women's scents are expected to be sold in department and specialty stores in the US, with expansion anticipated in destinations including South America, Europe and the Middle East.

Levine's fellow The Voice coach Christina Aguilera already boasts a perfume empire, with scents including Secret Potion and Royal Desire. Could co-mentors Cee Lo Green and Blake Shelton be the next musicians to venture into the realm?

Shelton's wife Miranda Lambert has previously expressed her interest in a signature scent, so perhaps a husband and wife team up like Tim McGraw and Faith Hill's Soul2Soul could happen in the future.

 

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