Quintessence, the Chicago-based fragrance company, is taking its Jovan Musk fragrance for men to a new power. The fragrance, Jovan Musk(2), is a pheremone-based version of the original scent.
Scientists believe pheremones are invisible, biochemical substances that exude a scent signal that can affect a behavioral, physiological and sexual response in members of the opposite sex. In other words, men who douse themselves with the pheremone-enhanced scent may find women more attracted to them, or so the theory goes.
‘Jovan Musk(2) is the perfect combination of the magic of musk and the mystery of pheremones,’ said Victor Zast, president of Quintessence.
Although Foote, Cone & Belding/Chicago is the agency of record for Quintessence, Arian, Lowe, Travis & Gusick/Chicago has been tapped to create a print campaign for the new fragrance, scheduled to break in September in national magazines, including Playboy, Cosmopolitan, The Star, National Enquirer and Omni.
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