Joe Jonas has officially stepped into the role of global brand ambassador for Kenneth Cole, launching the new men’s fragrance, Inspire. The singer and member of the Jonas Brothers is not just promoting the product; he brings his distinct personal flair to the campaign, which reflects his evolution in fragrance preferences over the years. Inspire will be available at various retail outlets, including Nordstrom Rack and select Nordstrom stores, as well as online.
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In a candid conversation with PEOPLE, Jonas revealed his pride in maintaining a pleasant scent. He recalls a time during his school days when he overdid it with cologne in an attempt to impress his first crush. “I remember going to see my brother perform at a musical theatre and I sat next to her, and you could probably smell me five rows back,” he quipped, demonstrating how his understanding of fragrance has matured since those adolescent years.
The 37-year-old singer has shifted from wearing a single fragrance to embracing variety. He explains that his perspective on scents has evolved. Initial sentiments of sticking to one fragrance after receiving it as a gift have given way to an appreciation for the option to explore different aromas. This newfound appreciation made it an easy decision for him to become involved with Inspire, a woody aromatic fragrance designed primarily for men.
The new fragrance, developed by perfumer Christine Hassan in collaboration with Parlux, features a well-crafted composition. It boasts top notes of bergamot, lemon, and grapefruit, while its heart reveals hints of rosemary, cypress, and black pepper. The base completes the scent with rich notes of cedarwood, oakmoss, and amber. Inspire is available as an eau de toilette with prices ranging from £15 to £75, meeting various consumer preferences.
The promotional campaign includes a theatrical commercial directed by renowned filmmaker Anthony Mandler, known for his past work on a Jonas Brothers concert film. Interestingly, the concept for the ad is credited entirely to Joe Jonas. The promotional spot opens with a model display of Inspire’s sleek black bottle, before transitioning into a performance where Jonas sings an original song, showcasing both his acting and musical talents. The playful vibe of the advertisement aims to depict the joy of finding one’s perfect scent.
Jonas is enthusiastic about the final product, highlighting the collaborative effort with Kenneth Cole and Mandler to craft something unique in the fragrance advertising landscape. He aims to steer clear of the more conventional sexy ad tropes, opting for a whimsical approach that retains the essence and integrity of the fragrance.
Reflecting on his participation, Jonas expressed excitement for the public to witness this playful take on fragrance advertising. He also speculated on how his brothers, Kevin and Nick, might react to his eccentric portrayal. “I think they’re going to get a laugh out of the commercial and be like, ‘This is exactly what you should be doing,’” he remarked.
Scents hold significant meaning for Jonas and his siblings, particularly as they travel and perform. He shared that finding the right fragrance is essential, especially during quick changes between shows. With two hours of performing, the backstage environment resembles a ‘cologne factory,’ illustrating their shared appreciation for smelling good.
In addition to fragrances, Jonas finds inspiration in various aspects of life, such as food and fond memories. He noted that certain aromas would evoke feelings of warmth and comfort, especially as autumn approaches. Recently, he found joy in spending quality time with his father, hinting at ambitions to open a coffee shop based on their shared experiences.
For Jonas fans eager to see him perform, the Jonas Brothers are currently on The Burning Up Tour All Over Again, which wraps up later this month in New Jersey. As he balances his music career with his new partnership with Kenneth Cole, Joe Jonas continues to embrace the complexity and joy that scents can bring to everyday life.