Adam Levine Commits Sin He Once Wanted “Punishable By Death”

A celebrity fragrance!

1. That was then…

Adam Levine @adamlevine

I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.

6:21 PM - 5 Mar 11

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2. This is now…

Source: wwd.com

The fragrances for men and women range in price from an absurd $35 to $65, and are available at Macy’s, which is where celebrity fragrances go to die. He spoke to WWD about his change of heart:

“I didn’t want it to be another bulls—t celebrity fragrance that I was hocking, that I didn’t believe in,” he said in a phone interview with WWD. “At the end of the day, I can definitely say I wanted to change the perception of that. On paper, I’m not a fan of the [genre], but I got excited having conversations with ID Perfumes,” his fragrance licensee.

The benchmark he set for himself: “I wanted to do something understated and elegant — something that people I revere in that world, like Tom Ford, would do, and something I’d be attracted to. I like basic fragrances. I didn’t want to smell like a department store. And there’s an intimacy level that you have to think about. You don’t really want someone to smell you unless they’re really close to you.”

The staggering interview continued:

Of acting, he noted, “As far as acting goes, it’s going to be on a case-by-case basis. I don’t have an agenda, but it’s fun to live an adventurous life and try new things, be unafraid — and that’s what I’m doing. I don’t have this drive to take over the world. But [as far as products go] I’d like to expand on that and offer that creatively. Yes, they’re products, and, yes, you’re selling something that’s well-made and good, and hopefully in good taste.”

Don’t most celebrities just give up on the taste thing after about two years? No one minds, evidently.