Joe Jonas is Kenneth Cole’s new Global Brand Ambassador. And he’s not just lending his face to the American fashion designer’s latest scent, INSPIRE – he’s fronting the whole campaign.
The new men’s fragrance was developed alongside beauty manufacturer Parlux. What’s surprising? Its launch campaign is played for laughs, and Jonas had a hand in shaping it.
The ‘Cake by the Ocean’ star helped build the concept from the ground up. The result is a cheeky parody of classic fragrance ads, complete with cinematic visuals and a brand-new power ballad sung by Jonas himself.
“Fragrance campaigns have a history of feeling very serious and very sexy, so naturally we decided to take that very seriously,” said Joe Jonas.
“Kenneth Cole really let me have fun with this and make it feel like me.
“We took everything you expect from a fragrance campaign and pushed it a little further.
‘I love how it turned out and, most importantly, INSPIRE smells really good.”
New Yorkers won’t be able to miss it. The woody aromatic scent is taking over the city with branded pedicabs, a huge One Times Square takeover and a splashy launch event.
The launch campaign for INSPIRE includes a parody power ballad performed by Joe Jonas
For Kenneth Cole, Chairman and CEO of Kenneth Cole Productions, the tongue-in-cheek approach fits the brand perfectly.
“I have always believed convention is more fun to challenge than follow – in fashion, in business and in how we show up in the world,” he said.
“We created INSPIRE to bring that spirit to fragrance, and Joe is our creative partner in bringing it to the world.
“He shares the confidence, creativity and belief in not taking oneself too seriously.
“INSPIRE breaks a few of the category’s rules while staying true to what matters: individuality, self-confidence and being comfortable in your own skin – or at least smelling like you are.”
Parlux is equally thrilled. Lori Singer, the company’s President, added: “Joe Jonas was the perfect choice for INSPIRE, not only for his undeniable star power, but because he wanted to be a true creative partner from day one.
“We saw an opportunity to go beyond a traditional fragrance campaign and create something that would genuinely capture attention, spark conversation and invite people into the world of INSPIRE.
“At its core, INSPIRE is about confidence, individuality and not taking yourself too seriously, and Joe embodies that spirit naturally.
“He brought his personality, humor and creative instincts to every stage.
“Together, we have created a campaign that we believe will bring a new audience to Kenneth Cole Fragrances and build meaningful momentum for the brand.”
So, how does it actually smell? INSPIRE pairs bright citrus and aromatic spice with warm woods and amber.
It opens with zesty bergamot, lemon and grapefruit. Then rosemary, cedarwood, oakmoss and amber settle in to round things out.
Prefer something lighter? Alongside the Eau de Toilette, INSPIRE’s also launching as an All Over Body Spray.
RRP: from US$15 to $75, kennethcole.com
