He's got moves like Jagger, but he just might be eating his words. In March 2011, Adam Levine, frontman of Maroon 5 and co-host of the "The Voice," issued the following tweet: "I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward." This year, he recently announced that he's teaming up with ID perfumes to launch his own fragrance for men and women, 222 by Adam Levine.
And guess who pointed out the hypocrisy? His "Voice" co-judge, Christina Aguilera. She tweeted: "Ha ha. Adam Levine, what a difference a year makes. Welcome to the celebrity fragrance family!"
Levine, however, is laughing off the rivalry, explaining to People that the "Voice" vixen (who has fragrances of her own) was just being "funny and silly and friendly," adding, "We were just messing around." That said, he still has his qualms about celeb fragrances.
"I know there’s a stigma attached to it," he tells People. "A stigma that I fully understand because I, too, hate the idea of a celebrity fragrance, absolutely, 100 percent." So why is he making one, then?
"I kind of thought to myself, 'Well I’m interested in fashion and there’s a lot of things about it that could be really cool if done properly," he tells the mag. "So I want to do a thing that’s never done properly. That’s my goal. It’s going to be cool."