|The January-February 2013 Maxim USA cover. (Maxim Magazine)
Men's magazine Maxim is set to be the first of the 'lad mags' to launch a fragrance line.
Maxim has signed a deal with fragrance marketer and distributor Omni Scents to introduce the first ever men's fragrance collection for the famed magazine, one of the largest men's lifestyle magazine brands worldwide.
Set to debut in fall 2013, the Maxim Fragrance Collection from Omni Scents will be distributed globally in department stores and fine fragrance retailers. The brand is aiming to produce a scent with "tremendous appeal to the global Maxim consumer," said Jack Kliger, executive chairman of Maxim's owners, Alpha Media Group.
"Maxim is more than a magazine. It is a lifestyle brand that resonates with men all over the world," said Neil J. Katz, the President and CEO of Omni Scents. Founded as part of the 'lad mag' wave of the 1990s, Maxim was launched in the UK in 1995 and first appeared in the USA in 1998. The magazine, aimed at young heterosexual men features a mixture of women, technology, sports and entertainment. There are currently 17 international editions, and the magazine is distributed in 85 countries. This is the first time they have released a branded scent.
The fragrance will play with the Maxim brand's focus on "excitement, fun and suggestiveness" added Katz, and he was already excited about the upcoming project: "this launch should be a heck of a ride."
Omni Scents also recently announced that it would be partnering with Miss Universe for a trio of scents set to launch in 2013, called Miss Universe, Miss USA, and Miss Teen USA.
Maxim might be the first men's magazine to launch their own fragrance, but they're not the first publication to get in on the beauty game. Back in 2011, Look Magazine in the UK unveiled a range of cosmetics which saw two percent of sales donated to cancer charity Look Good Feel Better.