Hellmann's Will Levis No. 8 is the World's First "Parfum De Mayonnaise"
Laura McQuarrie — August 13, 2024 — Marketing
References: willlevisnumber8
Last summer, quarterback Will Levis went viral for putting mayonnaise in his coffee and signed a deal for a lifetime supply of mayonnaise with Hellmann's, and one year later, the pair dropped the world's first parfum de mayonnaise, Will Levis No. 8. As Levis says, "I've eaten mayo, drank mayo, and now I can smell like mayo."
The novel fragrance captures the scent of the brand's beloved condiment with a scent profile that promises "bold, savory notes of tart, mayonnaise accord, musk and vanilla with coffee undertones." This on-brand scent is arriving just ahead of football season and fans can pick up the unconventional fragrance for just $8, while supplies last. The 30ml bottle's coloring references Hellmann's blue, and otherwise resembles timeless, sleek and sophisticated fragrance packaging for men.
The novel fragrance captures the scent of the brand's beloved condiment with a scent profile that promises "bold, savory notes of tart, mayonnaise accord, musk and vanilla with coffee undertones." This on-brand scent is arriving just ahead of football season and fans can pick up the unconventional fragrance for just $8, while supplies last. The 30ml bottle's coloring references Hellmann's blue, and otherwise resembles timeless, sleek and sophisticated fragrance packaging for men.
Trend Themes
1. Gourmet-inspired Fragrances - Fragrances inspired by popular food items such as mayonnaise introduce new olfactory experiences that merge culinary and scent worlds.
2. Celebrity-driven Product Launches - Collaborations between celebrities and brands yield unique, attention-grabbing products like Will Levis' mayonnaise-scented fragrance.
3. Unconventional Scent Profiles - Fragrances with surprising scent profiles such as mayonnaise and coffee challenge traditional perfume ingredients and user expectations.
Industry Implications
1. Fragrance Industry - The creation of mayonnaise-inspired perfume highlights opportunities for innovation in scent formulation and marketing strategies.
2. Celebrity Endorsement Market - Leveraging celebrity endorsements for unconventional products opens new avenues for fan engagement and brand differentiation.
3. Food and Beverage Branding - Transforming food products into fragrance lines exemplifies cross-industry branding and product diversification opportunities.
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