# Mayo-Inspired Fragrances Hellmann's Will Levis No. 8 is the World's First "Parfum De Mayonnaise" By Laura McQuarrie | Published 2024-08-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/will-levis-no-8 References: [willlevisnumber8](https://willlevisnumber8.com/)  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](https://www.trendhunter.com/trends/hellmanns-mayonnaise-blanc), and one year later, the pair dropped the world's first [parfum de mayonnaise](https://www.trendhunter.com/trends/eau-de-passion), 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](https://www.trendhunter.com/trends/afternoon-delight-latte)." 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 Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 92% | Activity: 96% | Freshness: 27% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Gourmet-inspired Fragrances:** Fragrances inspired by popular food items such as mayonnaise introduce new olfactory experiences that merge culinary and scent worlds. - **Celebrity-driven Product Launches:** Collaborations between celebrities and brands yield unique, attention-grabbing products like Will Levis' mayonnaise-scented fragrance. - **Unconventional Scent Profiles:** Fragrances with surprising scent profiles such as mayonnaise and coffee challenge traditional perfume ingredients and user expectations. ### Where This Applies - **Fragrance Industry:** The creation of mayonnaise-inspired perfume highlights opportunities for innovation in scent formulation and marketing strategies. - **Celebrity Endorsement Market:** Leveraging celebrity endorsements for unconventional products opens new avenues for fan engagement and brand differentiation. - **Food and Beverage Branding:** Transforming food products into fragrance lines exemplifies cross-industry branding and product diversification opportunities. ## Related on Trend Hunter - [Wine-Shaped Mayo Bottles](https://www.trendhunter.com/trends/hellmanns-mayonnaise-blanc.md) - [Quirky Athlete-Centric Mayo Campaigns](https://www.trendhunter.com/trends/mayotivations-campaign.md) - [Mayo-Inspired Denim Capsules](https://www.trendhunter.com/trends/house-of-hellmann.md) - [Condiment-Inspired Manicures](https://www.trendhunter.com/trends/mayo-mani.md) - [Mayonnaise-Carrying Fashion Bags](https://www.trendhunter.com/trends/white-margaret-bag.md) - [Meaty Mouth-Watering Perfumes](https://www.trendhunter.com/trends/kfc-6.md) - [Honey Sriracha Perfumes](https://www.trendhunter.com/trends/honey-sriracha-perfume.md) - [Herbaceous QSR Fragrances](https://www.trendhunter.com/trends/eau-duardo.md) - [Mayonnaise-Toting Bags](https://www.trendhunter.com/trends/margaret-bag.md)