Tag Archives: Jovan Sex Appeal

Jovan’s Sex Appeal for Men

What can you say about a fragrance that markets itself so boldly as an aphrodisiac? Jovan’s Sex Appeal for Men boasts being “more than the usual promise in a bottle. It’s more like a guarantee.” Why this relic from the late 1970s exists is a mystery to me, but I’m glad it does.

Sex Appeal for Men was launched (with a “for Women” counterpart that is no longer in production) in 1976, and everything about the packaging makes that apparent. The economy-sized bottle and the bizarre essay on the blue and mirror-finish box that exhorts men in 70s-era script to splash it on—“Man can never have too much”—all of it screams sleaze. It’s worth quoting the box copy in its entirety:

Sex Appeal.
Now you don’t have to be born with it.
This provocative stimulating blend of rare spices and herbs was created by man for the sole purpose of attracting woman. At will.
Man can never have too much.

The back of the box varies. The spray bottle packaging has instructions for “How to make the most of it” (“Spray it right on. On your chest. On your arms. Or wherever else you want more sex appeal.” Wink wink.)

The splash bottle, which I have, says this:

Splash it on. The more you use, the better.
Because it is truly sex appeal.
(and man can never have too much).
Sex Appeal by Jovan. For the first time in the history of the world… We bottled it.

And yet despite all of that retro hyperbole, it smells good. It’s like a spicier, less powdery Old Spice.. Some people compare it to Pierre Cardin for Men. As Tania Sanchez writes in Perfumes: The A to Z Guide, “You know, this is what guys who smelled bad used to smell like. It’s great.” She gave it four out of five stars.

After reading Sanchez’s hilarious and glowing review, I spotted Sex Appeal at a Brooklyn drug store. My girlfriend and I joked about it a bit, but we were curious. Could it really smell good? Could it, um…will it really turn women on? She got me a bottle for Christmas, and while it smells fantastic, it seems to have no real magnetic effect on her. Oh well. At a mere $16 for a hefty 4 ounce bottle (typical colognes are 3.4 ounces), it’s worth it.

I imagine the target market for this fragrance was once a combination of naïve, pimply teenagers and mustachioed womanizers of all ages. The kind of guy who might name his 1976 Camaro “The Love Boat,” and never do the top three buttons of his silk shirts. But who buys this now? If Jovan had any sense, they’d pay some geeks to come up with home-made video ads for this stuff and let it go viral on the web. I guarantee irony-loving hipsters and the nostalgia-gripped aging womanizers would buy it by the crate. –Harry Sheff

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Meet Stan Williams

stanwilliams

The year was 2006 and Stan Williams and I had lunch at the Bryant Park Hotel’s, Koi restaurant. At the time, he was the Fashion Director of Maxim magazine. I was a relatively young publicist clamoring for his time. As we were finishing up our chat, I blurted out, “you smell great, what are you wearing?” Stan replied, “Vetiver by Guerlain.” I remember being struck by how incredibly clean and masculine it smelt. I ran out the next day and bought my first bottle of this potion.

All of this rushed back into my head as the days led up to the party for his soon to be released book, The Find, held at Ports 1961’s Meatpacking boutique. Upon greeting him at the party, I reminded him of that day and told him I just had to interview him. He smiled and said “of course, I’ll be glad to.”

What’s your earliest recollection of fragrance?
My earliest recollections of fragrances were all those drug store brands that my dad used to wear: English Leather, Mennen, and all those Avon car-shaped-bottle aftershaves (in the Deep Woods fragrance) that he kept on his dresser. I also remember watching all the Hai Karate ads on TV and wanting a bottle of Jovan Sex Appeal when I was 11 or 12. I think I got it for Christmas as a joke.

What fragrances are currently in your rotation?
Mandarina Duck for Men, Yves Saint Laurent Rive Gauche, Aramis (really have a new-found love of it), Eau d’Hermes and L’Artisan Parfumeur’s Eau d’Absinthe.

How often do you go out looking for something new? What specifically do you look for?
I never go looking, but I always stop and try things. I don’t really have a profile. I like old-fashioned smelling fragrances, but I also like bright ones. It just depends on how I feel. However, I can never go wrong with the YSL Rive Gauche……

Have you ever purchased the same fragrance more than once? If so, what was it and what about it made it worthy of a repeat buy?
Yes…L’Artisan Parfeur, Hermes, and YSL Rive Gauche. I just love them, and I feel like they fit my personality.

How would you finish this statement. “My most memorable fragrant moment would be…?
When I was obsessed with Ralph Lauren Polo in high school and my best friend’s step mom somehow nabbed the gigantic display bottle for me. I was in heaven!

What is your book all about and might there be applicable tips for fragrance shopping?
The Find: The Housing Works Book of Decorating With Thrift Shop Treasures, Flea Market Objects, and Vintage Details is a book that takes people on a personal journey in learning how to find beauty in other people’s cast-offs. It’s filled with 500 original photographs of work by many of today’s tastemakers — GQ’s Jim Moore, Barneys New York’s Simon Doonan, decoupage artist John Derian, Real Simple’s Kristin Van Ogtrop, This Old House’s Alex Bandon — just to name a few — and hopefully empowers people to feel comfortable decorating their own environments with vintage and thrift.

When shopping for vintage and thrift, there’s also one thing that rings true for purchasing fragrances: only buy what you love. I say that when thrifting, don’t be over-obsessed with pedigree or brand. If you love it, it is good quality, and suits your purposes, then buy it. Same goes for fragrances. I think people sometimes buy a product because they are attracted to a brand name or a bottle. But bottom line, if the juice doesn’t work on you, then don’t wear it again. And try different options. Just like in thrift shopping, it may take a while to find what you’re looking for, you’ll eventually find the scent that suits you.

Thanks Stan. And for those who have no idea of the comedy associated with Hai Karate, enjoy:

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