"I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward," declared Maroon 5 frontman/The Voice judge Adam Levine on March 5th, 2011, in a moment of candor on Twitter. Oh, how things change: on March 7th, 2012, he announced that he will be launching his own line of fragrances, seemingly reversing his stance. Fellow Voice personality Christina Aguilera wasted no time in pointing out the irony. “Haha @AdamLevine," she tweeted. "What a difference a year makes.Welcome to the celebrity fragrance family!"
In any case, the fragrance line – 222 by Adam Levine, due in May 2013 – has received early buzz from industry bible WWD. The singer clarified his perfume politics with the publication last week, stating, "I'm not going to lie, I cringed the first time I heard about [the offer of doing my own fragrances]." But who was he to deny himself a bankable opportunity?
"I like to think that I have decent taste, so why not try it and do a good version?" he continued. "Just to say no and not to try to elevate this is a cop-out." He indicated that the line will demonstrate good taste, calling the design of the fragrances "architectural, very basic craftsmanship — simple and elegant. "
Refreshingly, Levine admits that money is a big part of the 222 incentive. "People do this to make money, I'm not going to lie to you,” he says. "Obviously, there's a financial part to this as well. But there are other things that come into play, too, and I'm not just going to sign off on something if I don't love it."
• 'The Voice' Recap: One Name Wonders