Well, now we know what Joe’s idea was!
Just days ago, fans were trying to crack the mystery behind This Was All Joe’s Idea, the countdown Joe Jonas launched that had fans guessing everything from new music and merch to a possible DNCE revival, or even a fragrance. Turns out, that last theory was onto something.
Joe Jonas has officially teamed up with Kenneth Cole as the face of INSPIRE, the brand’s new men’s fragrance, and he’s having some fun with everything we’ve come to expect from an overly dramatic cologne campaign in the process.
You know the formula… moody lighting, intense staring., sexy poses, and everyone taking themselves VERY seriously. Joe knows it, too. “Fragrance campaigns have a history of feeling very serious and very sexy, so naturally we decided to take that very seriously,” Joe joked of the campaign.
Rather than simply starring in another traditional fragrance ad, Joe says Kenneth Cole gave him the freedom to have fun with the concept and make it actually feel like him.
“We took everything you expect from a fragrance campaign and pushed it a little further,” he said in an official press release. And according to Joe, there’s another important selling point: “INSPIRE smells really good.”
The fragrance was created by Givaudan perfumer Christine Hassan and is described as a modern woody aromatic fragrance. The scent combines bright citrus and aromatic spice with warm woods and amber, balancing something fresh with a warmer finish.
Following its U.S. launch, INSPIRE is available to shop online now, with plans for the fragrance to roll out at select international retailers before expanding into wider distribution both in the U.S. and globally.
XO Diva D 