Music star Keith Urban, Boom LLC develop men's cologne for mass market

NEW YORK — Boom LLC has teamed up with country music sensation Keith Urban to release in the mass market his first fragrance for men called Phoenix by Keith Urban.

The cologne, which launches worldwide in the fall, is designed to be not only reflective of his personal triumphs, but also an expression of his spirit. The phoenix symbol resonates with the four-time Grammy award-winning artist for its immortality and ability to renew and be reborn.

Urban worked closely with Boom on the creative package design and fragrance development. He envisioned the fragrance as a modern twist on a classic, creating a leathery gourmand scent described as sexy, rich and masculine. The fragrance is introduced with top notes of blackberries, cognac and plum; segues into the aromas of dark chocolate and crisp fir balsam; and finishes with warm cashmere wood in the background.

Fans will get a sneak peek of Phoenix during Urban's 50-plus city “Get Closer 2011” world tour. The promotional campaign, which features giveaways and sampling opportunities — including the distribution of scented Phoenix tattoos at all future concert venue stops in the United States — marks the first time a cologne will be marketed in conjunction with a country music concert tour. Fans also will have access to an exclusive online presale at KeithUrban.net/Phoenix.



Phoenix will launch internationally to mass-market retailers — including CVS, Rite Aid and Sears in the United States; Shoppers Drug Mart in Canada; and Target and David Jones in Australia — beginning in October. The price point ranges from $24 to $48.