The first Jersey Shore cast member to get his feet wet (no pun intended) in the world of beauty is Mike Sorrentino – aka “The Situation”. Already planning (and taking steps) to get his nickname trademarked, Sorrentino is already planning to launch a new cologne called “The Sitch”. Coty, do I hear you calling??
If it does actually happen, I wonder whether or not like the Jersey Cast members themselves, the fragrance launch will have staying power? The shows popularity is somewhat a culture phenomenon. Huge viewing figures have left MTV bosses with huge smiles on their faces and the success of the show means that season 2 is already in the works. All the original cast members have signed on the dotted line and are ready for action. How has the media responded? Will the cast are everywhere at the moment. You can’t pick up a magazine or witch TV stations without seeing some reference to the show. The stars are already celebrities (be it Z-list) and have been spotted on the red carpet at The Grammy’s and have had guests spots on huge network shows such as Jay Leno and The Today Show.
So is this idea does come to fruition who will the target audience be? I envision a new generation of MTV teen males, with tans and muscles, prancing around nightclubs and bars, on the prowl, smelling of tanning lotion and locker sweat. I am sure the cologne itself will be marketed in a similar way to the Axe deodorants. You know, as a way of intoxicating the person you are interested in and ensuring that you don’t go home alone on a Saturday night. Will it be a great launch? Well, I guess it all depends on the longevity of show and characters themselves. Not sure how beauty editors at the top monthly glossies will react on deskside with The Situation, maybe they actually be able to resist his charm! Either way, it will be interesting to see if The Situations first foray in to the beauty marketplace will leave him fist pumping all the way to the bank.
