Adam Levine Explains Those Anti-Celebrity Fragrance Comments

03/14/2012 at 06:00 PM ET

Adam Levine
Jon Kopaloff/FilmMagic

No foot-in-mouth here: Adam Levine doesn’t regret his anti-celebrity fragrance commentsand he’s proud to be releasing one, too.

“I know there’s a stigma attached to it,” he tells PEOPLE. “A stigma that I fully understand because I, too, hate the idea of a celebrity fragrance, absolutely, 100 percent.”

So … why is he creating one?

“I kind of thought to myself, ‘Well I’m interested in fashion and there’s a lot of things about it that could be really cool if done properly,” he continues. “So I want to do a thing that’s never done properly. That’s my goal.”

Though Voice costar Christina Aguilera called him out for his March 2011 Tweet, which knocked star scents, Levine says her remarks were “funny and silly and friendly. I didn’t actually see that … I heard about it,” he explains. “We were just messing around.”

As for his scent — one women’s and one men’s fragrance called 222 (his lucky number) — he promises, “It’s going to be cool.”

–With reporting by Marisa Laudadio


Add A Comment

Got something to add to this post? Fill out the fields below to make a comment, ask a question or share a tip. We'd love to hear from you.

Note: If this is your first time commenting on Style News Now, your comment will need to be approved by our moderator before it will appear. Thanks for your patience, and check back again soon.

Showing 33 comments

BG on

“If it’s cool and done properly” – what exactly is he going to do that will be different? What makes his cool, and others not? Dude, admit it, you’re not doing anything different from the tons of other celebrity fragrances you criticized. And soon, the consumers will let you know 222 is just like the rest of them.

krisczer on

It’s all about the Benjamins baby!

Leslee on

“So I want to do a thing that’s never done properly. That’s my goal.”

This is why I love him, as long as he is singing or just standing there, not when he opens his mouth. His beauty fades when he speaks, he always comes across as arrogant, sadly.

Lauren on

I am not a fan of Adam. On The Voice he always brings up the fact that his team won last season. He tries to make it seem like he is super cool, but it just comes off as arrogant. His scents will be like all the others. I’m not hating, just sharing my opinion.

Adam Fan on

He’s hot and that’s all that matters. YUM!

Debby Fox on

Oh, Adam. I was really liking you a lot and now you’re turning into ONE OF THOSE celebrities that thinks that what others do is wrong but when you do it, it’s better & different. How very disappointing.

Adam Levine comenta tweet de Christina sobre fragrâncias | iLOVEaguilera on

[…] de elaborar raciocínios lógicos) viram como uma brincadeira. Agora, o próprio Adam Levine comentou para a People que não levou o tweet a […]

Spanish Fly on

IDIOT. Used to be a fan, SELL OUT. very sad.

Jessica H on

Adam has always been arrogant and now America gets to finally see it. His ego is soo inflated! His show, supermodel girlfriend and now his “different” cologne is just going to make his head explode…

yikes on

Sounds like narcissism to me. Not a good way for Adam to explain why he is hypocrite.

1 | 2 | 3 | 4 | Next | Show All

From Our Partners


Get every new post delivered to your Inbox.

Join 2,511 other followers

Sign up for our daily newsletter and other special offers.
    Choose your newsletters
Thank you for signing up! Your request may take up to one week to be processed.
    see all newsletters