Adam Levine Debuts "Anti-Cologne" Line of Fragrances: "I Want to Compete With Dior"

USMagazine, Thursday, February 7, 2013, 5:15pm (PST)

Ah, the sweet smell of success! Adam Levine is hoping to nose his way into the fragrance market with a new eponymous line of scents for both men and women. On Wednesday, Feb. 6, the Voice coach debuted his brand at a private party in West Hollywood (complete with Veuve Clicquot champagne!), where he talked to Us Weekly about why his products are different from the perfumes other stars endorse.

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"I thought it would be nice to have something real and long-lasting and something that can compete with any fragrance, let alone celebrity fragrances," he told Us at the bash. "I'm not a fan of celebrity fragrances."

(Indeed, Levine famously tweeted in 2011 that he wanted to "put an official ban on celebrity fragrances. Punishable by death from this point forward.")

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"I'd much rather be bold and try to do something that competes with hugely iconic fashion fragrances," he added. "I want to compete with the real ones, I want to compete with Dior, I want to compete with people who I revere. To me, that's what's cool about this."

With that in mind, the singer took pains to really involve himself in the creation of the scents, so each one reflects his own personal tastes and preferences. "I think what's interesting is, because I don't really enjoy wearing cologne, I want to create kind of anti-cologne, something you could wear as an alternative or as an answer to a lot of the things that are out there," he explained to Us.

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"The men's [fragrance] is very kind of simple and citric and it feels almost, like, refreshing instead of musky. I don't like that kind of heavy, musky cologne. I like it to be something you don't smell a mile away," he continued. "Same with the women's [fragrance]. With the women's, it's something you can enjoy if you're in close proximity to a woman and smell her neck or her arm or something...I don't like being bombarded by a whole flower garden or marshmallows."

This article originally appeared on Usmagazine.com: Adam Levine Debuts "Anti-Cologne" Line of Fragrances: "I Want to Compete With Dior"