Byredo’s best-selling fragrance ‘Mister Marvelous’ challenges contemporary associations with masculinity, offering an enchanting medley of mandarin leaves, neroli, and bergamot. Hints of bamboo and lavender are mixed in with amber and cedar, creating an intoxicating musky scent. The campaign features entrepreneur, father, and professional Super Bowl LVI champion Odell Beckham Jr in an artistically designed series of photos.
Beckham embodies the aesthetics and charm of the ‘Mister Marvelous’ fragrance, commenting on the product: "Mister Marvelous’ reminds me of a Renaissance man. Winning the Super Bowl, becoming a dad, and going into my 30s, I’m in a happy place. That’s what Mister Marvelous exudes — a well-rounded happy guy. I love the brand. The candles are all over the house, and I recently started using the fragrances."
Football Player-Backed Fragrances
Byredo Taps Odell Beckham Jr. for 'Mister Marvelous' Cologne
Trend Themes
1. Athlete-endorsed Fragrances - There is an opportunity for fragrance companies to partner with professional athletes, using their influence to market a fragrance to a broader target market.
2. Gender-fluid Fragrances - Fragrance companies can disrupt the traditional associations with masculinity and femininity by offering gender-neutral fragrances.
3. Scented Lifestyle Products - There is an opportunity for companies to expand their product offerings and create scented candles, room sprays, and other lifestyle products based on their best-selling fragrances.
Industry Implications
1. Fragrance Industry - Fragrance companies can leverage athlete endorsements and create gender-fluid fragrances to appeal to a broader target market.
2. Professional Sports Industry - Professional athletes can further monetize their personal brand by partnering with fragrance companies to create and market their own signature fragrance.
3. Home Goods Industry - Home goods companies can leverage the popularity of scented candles and room sprays and partner with fragrance companies to offer a line of scented lifestyle products to their customers.