Kenneth Cole has tapped Joe Jonas as its new Global Brand Ambassador, with the singer fronting the campaign for the latest scent launch by the American fashion designer, INSPIRE.
The new men’s fragrance, created in partnership with beauty manufacturer Parlux, has been brought to life through a comedic campaign, shaped by Jonas himself.
The 'Cake by the Ocean' singer worked with the brand to develop the campaign concept, which takes the form of a parody of traditional fragrance advertisements, centered around cinematic visuals and a new power ballad performed by Jonas.
“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."
The campaign for the woody aromatic scent will be rolled out across New York City through branded pedicabs, a major One Times Square takeover and launch event.
The launch campaign for INSPIRE includes a parody power ballad performed by Joe Jonas
“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,” said Kenneth Cole, Chairman and CEO of Kenneth Cole Productions.
"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."
Lori Singer, President of Parlux, 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."
INSPIRE balances bright citrus and aromatic spice with warm woods and amber, with opening notes of bergamot, lemon and grapefruit balanced with rosemary, cedarwood, oakmoss and amber.
Alongside the Eau de Toilette, INSPIRE will also launch in an All Over Body Spray format.
RRP: from US$15 to $75, kennethcole.com
Related content:
- Tommy Hilfiger taps Camila Cabello for first prestige women’s fragrance launch in more than a decade
- Nick Jonas’ skin care brand launch rumours debunked after Schick ambassador reveal
- Rapper Ice Spice enters beauty with first-ever fragrance In Ha Mood
- Prada Beauty signs Zendaya as Prada Paradoxe Ambassador to mark ‘bold new chapter’
