Jay Z launches fragrance

Called Gold Jay Z

Shawn 'Jay Z' Carter is following in his wife Beyonce’s footsteps and launching a fragrance called Gold Jay Z.

The men’s scent is launching exclusively into Barneys New York on Nov 20 before it rolls out nationwide in the US at the end of the month.

While Beyonce has a fragrance deal with Coty, her husband is working with liscencing company Parlux LTD. Donald J. Loftus president of Parlux Lrd revealed how involved the rapper has been in the debut scent, after rejecting a whopping 3200 possible names for the fragrance, Jay Z picked up the bottle and said 'This is the sh*t, it’s gold,' revealed Loftus and there the name was born.

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The campaign surrounding the fragrance will avoid the traditional magazine advertising route, going for a digital strategy instead adverts for Gold Jay Z will be positioned on social media platforms Facebook, Yahoo Sports, Spotify and ESPN.com.

'We’re going to make a big noise,' Loftus told WWD.com. 'For the 30 days before Christmas it will be impossible not to know he has a fragrance'.

The scent inside the bottle is a white fougère created by Ilias Ermenidis of Firmenich. While the fragrance is amped up to 18 percent, the concentration is described as a toilette, even though it could pass for a parfum. The team felt the term toilette was more masculine. There will also be ancilliary products – aftershave, deodorant and shower gel.?An international rollout is planned, but we’ll have to wait until the third phase of launches. Jay Z Gold will enter Canada in January with launches in Germany, Mexico, Northern Scandinavia, Australia and the UK following in the spring.

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