Joe Jonas is stepping into fragrance, joining Kenneth Cole as the brand’s new Global Brand Ambassador for the launch of INSPIRE, a new men’s fragrance pillar developed with Parlux.
Jonas is also closely involved in the campaign, contributing to its concept and performing an original song for the campaign film. Directed by Anthony Mandler, the film takes a playful approach to traditional fragrance advertising, using exaggerated visuals and humour instead of the usual serious tone.
The campaign centres on an original power ballad performed by Jonas, complete with backing vocals performed by Jonas himself.
INSPIRE is a woody aromatic fragrance created by Givaudan perfumer Christine Hassan. It combines bergamot, lemon and grapefruit with rosemary, cypress and black pepper, followed by cedarwood, oakmoss and amber.
The fragrance comes in an angular bottle with clean lines and a textured cap. The packaging features embossed silver detailing, with an outer sleeve carrying campaign imagery of Jonas.
The launch campaign also takes over parts of New York, where Kenneth Cole was founded. It includes a teaser campaign featuring Jonas, outdoor advertising, branded pedicabs and a One Times Square activation.
INSPIRE recently launched in the US on September 22 across Nordstrom Rack stores, selected Nordstrom locations and the retailers’ websites. The range includes a 100ml Eau de Toilette priced at US$75, a 30ml version at US$35, a 10ml travel spray at US$18 and a 170g body spray at US$15.
The fragrance is set to expand to selected international retailers following its US launch.
