Kevin Costner Enters Fragrance Market With 19-69 Collaboration
The actor launches a three-scent collection inspired by personal memories and iconic imagery.
1Actor Turns Perfumer
Kevin Costner has officially entered the fragrance industry through a partnership with the Milan-based house 19-69. The collaboration introduces a trio of scents developed over two years. This venture marks a shift for the Oscar-winning actor, who became interested in the brand after discovering their products during a hotel stay in Germany.
2Origins of Partnership
Costner’s involvement began nearly a decade ago when he used the brand's Rainbow Bar body wash. Impressed by the product, he tracked down co-founder Johan Bergelin to initiate contact. This initial curiosity evolved into a professional collaboration, resulting in three distinct fragrances: After Hours, Pacific Coast Highway, and the scent named Heritage.
3Pricing and Availability
The collection is currently available to consumers at various price points depending on the volume. A 0.25-ounce bottle costs $80, while a 1.01-ounce version is priced at $300. For dedicated fans, the largest 3.21-ounce bottle is available for $800, reflecting the premium positioning of this new luxury fragrance line within the market.
4Signature Scent Profile
After Hours serves as the collection's signature fragrance, featuring a blend of cypress, bourbon, and nutmeg. Co-founder Johan Bergelin describes the scent as evoking a sunset scene in the Hollywood Hills. Costner links the fragrance to a 1989 Vanity Fair photoshoot, emphasizing the specific aesthetic and mood he aimed to capture.
5Field Testing Anecdotes
Costner claims the fragrance has already garnered attention during informal testing. While attending his son’s volleyball game, he reported that a pregnant woman approached him specifically to ask about his scent. This anecdotal evidence suggests the fragrance has a noticeable projection, though it remains a subjective experience for the individual wearer.
6Pacific Coast Highway Notes
The second fragrance, Pacific Coast Highway, utilizes notes of clementine, juniper berry, and jasmine. Costner describes this as an easy, approachable scent. He associates the fragrance with the 1968 song Crystal Blue Persuasion by Tommy James and the Shondells, drawing a direct link between the olfactory experience and his personal musical memories.
7Heritage Scent Characteristics
Heritage offers a deeper, darker profile compared to the other two scents in the collection. It features a complex mix of cherry, violet leaves, amber, and vanilla. Costner characterizes the fragrance as reminiscent of a masculine environment, specifically citing the smell of carpets, wood, and guns as his primary sensory inspiration.
8Market Positioning Strategy
By leveraging Costner’s celebrity status and specific personal narratives, the brand aims to differentiate itself in the crowded luxury fragrance space. The collaboration relies on storytelling to justify premium pricing. Future success will depend on whether the brand can maintain consumer interest beyond the initial launch phase and Costner's personal involvement.
Original article: Page Six — Kevin Costner Enters Fragrance Market With 19-69 Collaboration