Belfast Telegraph

Jay Z going for gold

Jay Z is preparing for his first fragrance launch.

Men's scent Gold will hit the shelves at Barneys New York on November 20, as part of his fashion collaboration with the store.

The initial drop will be followed by a 2,000 store rollout on November 29, led by Macy's, Sephora Nordstrom, Dillard's, Belk, Bon-Ton and Ulta.

"We are going to make a big noise. For the 30 days before Christmas, it will be impossible not to know he has a fragrance," Donald J. Loftus, president of Parlux Ltd. (Jay's fragrance licensee) and executive vice president of Perfumania Inc, told WWD.

"Jay stressed that he didn't want to do what had been done before," continued Donald. That included sticking to the traditional August-to-October launch window.

The 43-year-old hip-hop star also rejected 3,200 possible names for his signature scent. Finally he picked up the bottle and declared “This is the sh*t; it's gold," Donald revealed.

The bottle is a white fougère created by Ilias Ermenidis of Firmenich, with Jay's name embossed across the front.

The fragrance remains an eau de toilette, despite the strong concentration. It's been reported that eau de parfum was deemed not masculine enough.

Prices range from $39 - $70 for the three different sized bottles. There are also plans for a deodorant and shower gel to accompany the original fragrance.

An international rollout is being planned for 2014.

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