Adam Levine Reveals Promo for 'Anti-Celebrity' Fragrance

Ruven Afanador
Adam Levine

The “Voice” coach previously tweeted that all star-endorsed scents should be “punishable by death.”

It’s official: Adam Levine has his own celebrity scent.

Having previously tweeted that star-endorsed fragrances should be “punishable by death” (as unearthed by former The Voice co-coach Christina Aguilera on Thursday), Levine has unveiled the first promo for his own line of scents.

“All right, I typically hate celebrity fragrances. It’s not that I hate celebrities and it’s not that I hate fragrances. It’s that when I see them, I don’t necessarily believe the people who were promoting them were particularly connected to what they were making,” the Maroon 5 frontman says in the spot.

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Describing his brand as “the anti-celebrity fragrance,” Levine describes his scents -- available for men and women -- as  “basic” and “classic.”

“You don’t want to be alarmed by a scent,” he says. “You want to be alluring or mysterious in some way. You don’t want to feel like you ripped a page out of a magazine and rubbed it all over your body. You want to have something that is uniquely your own, and that’s how I feel about a lot of things.”

Meanwhile, in celebrity fragrance land, Justin Bieber has released the first promo image for his latest perfume: The Key.  

Watch the Levine ad here.