The new scent marks a bold new chapter for Kenneth Cole Fragrances, brought to life through an original song performed by Joe Jonas and a campaign that uses parody to challenge the conventions of traditional fragrance campaigns.
NEW YORK, Sept. 22, 2026 /PRNewswire/ -- Today, Kenneth Cole announces the launch of INSPIRE, a new men's fragrance pillar developed in partnership with Parlux and fronted by multi-platinum singer, songwriter and actor Joe Jonas as Global Brand Ambassador.
Joe helped shape the campaign from concept through execution, including an original song he performs. Directed by acclaimed filmmaker Anthony Mandler, the film plays with the traditional fragrance advertising conventions through cinematic visuals, an over-the-top performance, and Joe's signature sense of humor.
"Fragrance campaigns have a history of feeling very serious and very sexy, so naturally we decided to take that very seriously," said Joe Jonas. "Kenneth Cole really let me have fun with this and make it feel like me. We took everything you expect from a fragrance campaign and pushed it a little further. I love how it turned out, and most importantly, INSPIRE smells really good."
At the center of the campaign film is an original power ballad performed by Joe that promises the many benefits of wearing INSPIRE, complete with playful lyrics and an all-Joe choir providing the backing vocals.
"I've always believed convention is more fun to challenge than follow—in fashion, in business and in how we show up in the world," said Kenneth Cole, Chairman and Chief Creative Officer of Kenneth Cole Productions. "We created INSPIRE to bring that spirit to fragrance, and Joe is our creative partner in bringing it to the world. He shares the confidence, creativity and belief in not taking oneself too seriously. INSPIRE breaks a few of the category's rules while staying true to what matters: individuality, self-confidence and being comfortable in your own skin—or at least smelling like you are."
The campaign brings INSPIRE to the streets of New York City, where Kenneth Cole's roots continue to shape the brand. It kicked off with a Joe-led viral teaser campaign designed to get fans guessing what he was up to next. A countdown website, guerrilla-style wild postings, and a New Jersey Turnpike billboard stunt dropped clues and fueled speculation ahead of the reveal. From there, INSPIRE takes over the city with branded pedicabs, a major One Times Square takeover and launch event, followed by a special in-store appearance where Joe will meet fans—all designed to build a powerful halo around INSPIRE, driving conversation, discovery and momentum at launch and beyond.
"Joe Jonas was the perfect choice for INSPIRE, not only for his undeniable star power, but because he wanted to be a true creative partner from day one," said Lori Singer, President of Parlux. "We saw an opportunity to go beyond a traditional fragrance campaign and create something that would genuinely capture attention, spark conversation and invite people into the world of INSPIRE. At its core, INSPIRE is about confidence, individuality and not taking yourself too seriously, and Joe embodies that spirit naturally. He brought his personality, humor and creative instincts to every stage. Together, we've created a campaign that we believe will bring a new audience to Kenneth Cole Fragrances and build meaningful momentum for the brand."
THE FRAGRANCE
Created by Christine Hassan, Perfumer at Givaudan, INSPIRE is a modern woody aromatic scent balancing bright citrus and aromatic spice with warm woods and amber.
The fragrance is housed in a bold, angular bottle with clean architectural lines and a textured cap. The carton features embossed silver detailing, while an outer sleeve showcases Joe Jonas' campaign imagery.
AVAILABILITY
INSPIRE launches with a distinctive retail strategy spanning the Nordstrom portfolio, bringing the new fragrance pillar to consumers at scale from day one. The collection debuts nationally across all Nordstrom Rack stores, alongside select key Nordstrom stores, Nordstrom.com and NordstromRack.com, creating a broad national footprint for the launch.
Following the U.S. launch, INSPIRE will roll out to select international retailers and expand to wider distribution in the U.S. and globally.
INSPIRE All Over Body Spray, 6.0 FL. OZ./170 g, $15
ABOUT KENNETH COLE PRODUCTIONS, INC. Kenneth Cole is an American designer, activist, and visionary who believes business and social impact are "Always on Purpose." His global company, Kenneth Cole Productions, is a dynamic full lifestyle brand that supports the hectic world of the modern professional.
For over 40 years, the brand has created modern, versatile, and functional essentials that are tech-infused and purpose-inspired to provide the perfect balance of style, comfort, and performance.
Under the labels Kenneth Cole New York, Reaction Kenneth Cole, Unlisted by Kenneth Cole, and Gentle Souls by Kenneth Cole, the Company's footwear, clothing, and accessories are distributed in 24 countries through third-party retailers, better specialty stores, and its e-commerce website.
By raising awareness, encouraging action, and leveraging its unique purpose-driven platform, the Kenneth Cole brand seeks to make a meaningful impact on people's wardrobes, and communities in need with a focus on mental health and our collective well-being.
ABOUT PARLUX
Parlux is an award-winning global beauty company and one of the world's Top 100 Beauty Companies, specializing in the creation, development, marketing, manufacturing, and distribution of prestige fragrance and grooming brands. The company's portfolio includes Billie Eilish Fragrances, Better World Fragrance House by Drake, Paris Hilton Fragrances, Kenneth Cole, Jessica Simpson, Vince Camuto, Sam Edelman, Steve Madden, The Shop Men's Grooming Line, and more. Through best-in-class brand building, consumer engagement, and global distribution, Parlux brings iconic brands to consumers in more than 80 countries and territories worldwide.
Parlux.com | @Parlux_Ltd
PRESS: Dan Manioci SVP, Global Consumer Engagement & Digital Marketing Parlux - [email protected]
Richard Gallo Senior Director, Beauty Factory PR - [email protected]
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