Adam Levine Really Believes In His New Perfume

We used to know Adam Levine primarily as the frontman of Maroon 5, but these days, his initial gig seems to be taking a backseat to a wide-ranging host of other projects. At present, he’s a vocal coach on the popular NBC series The Voice, he takes a pretty brutal beating as a character on FX’s bloodbath of a show, American Horror Story, and last week, he hosted a (somewhat lackluster) episode of Saturday Night Live.

Now, he’s infiltrating our bathroom cabinets and launching a new perfume line.

Levine has been snooty in the past about other celebrities peddling products, but he rather conveniently believes his project to be different. “I didn’t want it to be another bulls–t celebrity fragrance that I was hocking, that I didn’t believe in,” he told 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.” Hmmm.

The scent is available for dudes and ladies both, and comes in a bottle inspired by the details of — get this! — a microphone.

Lots of new professional forays for Mr. Levine. What’s next? Cooking show? Sex tape? Endorsement deals with Education Connection?

[WWD]

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