Jay-Z Debuts First Fragrance
Jay-Z, Barneys New York
Shawn "Jay Z" Carter is set to debut his much anticipated first men's fragrance called Gold Jay Z. The scent will first launch at Barneys New York as part of his fashion collaboration with the store on November 20. The fragrance will then launch on Nov. 29, Black Friday, at Macy's, Sephora, Nordstrom, Dillard's, Belk, Bon-Ton and Ulta.
The megastar's collaboration with Barneys is still moving forward despite calls for him to withdraw in protest due to the recent controversy. Barneys has been under fire for discrimination when New York City police officers held two black shoppers after they made expensive purchases in Barneys' Madison Avenue flagship.
When the controversy related to Carter's capsule collection with Barneys first broke, Carter posted on his Facebook page reiterating that the project was designed to raise money to help those facing socioeconomic hardships. He also said then that he was waiting to hear of the outcome of the meeting between Barneys and community leaders.
The launch itself will reject typical magazine ads in favor of digital and outdoor advertising. There will be ads on fashion magazine Web sites like GQ.com and platforms like Facebook, Yahoo Sports, the Spotify music site and ESPN.com. Plus there will be billboards plastered with the bottle and Jay Z's face around the country, bus shelters and a variety of display venues inside malls.
"We are going to make a big noise," said Donald J. Loftus, president of Parlux Ltd. and executive vice president of Perfumania Inc. "For the 30 days before Christmas, it will be impossible not to know he has a fragrance."
Loftus said Carter "stressed that he didn't want to do what had been done before." That included sticking to the traditional August-to-October launch window.
Price points for the fragrance range from $39 for the 30-ml. size, $55 for 50 ml. and $70 for 90 ml. There also will be an aftershave, a deodorant and a shower gel.