Twitter never forgets, just ask Adam Levine.
Appearing in a promo video for his new duo of fragrances, Levine addresses the backlash created when he announced plans for his own fragrance collection in 2012… just one year after he sent a tweet disparaging the celebrity perfume industry. “I also would like to put an official ban on celebrity fragrances,” Levine declared via Twitter in March 2011. “Punishable by death from this point forward.”
Now that his eponymous scents are hitting stores, Levine renounces his ban on star-endorsed perfumes — or at least attempts to justify his decision to create his own — in the new video. “I typically hate celebrity fragrances,” begins the Maroon 5 frontman, as images of orchids, models clad in fetish wear, and cartoon explosions flash on the screen. “Now, 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 that the people who were promoting them were particularly connected to what they were making.”
What sets Levine’s perfume apart? “It’s very basic and very classic, the anti-celebrity fragrance.”
“I like to feel like, whether you’re writing a song or wearing a shirt or walking down the street, whatever it is you’re doing, it kind of feels to go feel like you’re doing it in a different way. This philosophy definitely plays when you’re talking about something that I have always considered to be an over-extension for someone in my position,” Levine muses. “But because I love it, and because I’m involved in the process, I think I really created two different scents that are bold and unique, and make people feel good about themselves. God, I mean, that’s a good thing to do.”
Watch the full video below.