Kanye West, Rihanna and Jay-Z are not the only hip hop stars coming out with fragrances of their own. Lonnie Rashid Lynn Jr. a.k.a Common is also launching his own cologne with Diesel. The rapper / actor / celebrity designer was appointed by the brand due to his Grammy-winning hip hop song titled “The 6th Sense”, which fully embodies the spirit of the cologne named “Only The Brave”. The cologne represents the man who takes a stand. Exploring what motivates a man, what challenges he faces, Common and the song encompass the qualities that make a brave man: determination, perseverance and principle.
Diesel President, Renzo Rosso stated:
“Common perfectly represents the spirit and energy of Only The Brave fragrance: passion, will and conviction. He’s in control of his own destiny and has made his mark in all of his pursuits, creating changes through every effort and every medium.”
Prior to becoming Diesel’s partner in launching “Only The Brave”, Common is also known to have launched his own clothing line with computer giant, Microsoft. He’s also known for his works including 7 critically acclaimed albums and 3 children’s books. Common has also appeared in feature films such as “Dave Chappelle’s Block Party”, “Wanted” and “American Gangester”, also an upcoming movie titled “Terminator Salvation”. As a philantrophist, Common founded the Common Ground Foundation, an organization dedicated to the empowerment and development of urban youth in the United States. The rapper aims to inspire bravery in the next generation and gives tomorrow’s youth the strength to speak out.
Common’s comment on the partnership with Diesel:
“I’ve always thought Diesel was a progressive, fresh brand. It has a classic feel, but pushes the envelope. I wanted to partner with Diesel because that’s really what I’m about too, to be an individual and an artist, it takes both bravery and courage.”
The new fragrance, Only The Brave, is of a woody scent with notes of Lemon, Amber, Leather and Cedarwood, packed in a bottle with a design resembling a male’s fist. Its bold scent and packaging are not the only ones that would steal attention from Common and Diesel’s fans. Diesel’s marketing strategies include adding a Facebook page for fans of the cologne to ‘befriend’ Only The Brave. The ad campaign will star Common and will be shot by world renowned photographer Platon, and developed in collaboration with the Diesel Creative Team, with Creative Director, Wilbert Das leading the team.
Common will perform at selected Diesel stores worldwide, including the Los Angeles branch on Wednesday, May 20, 2009.
Asmara Wreksono has a passion for everything related to celebrity, fashion, music (R&B, Hip Hop and Jazz are her favorites) and loves to write about them. In her spare time, she likes watching TV series and movies, sharpening her sketching skills and cooking. Asmara has been published in SoJones.com, CelebrityClothingLine.com, ProHipHop.com, ThatGossipSite.com, Fabcrush.com and many others.