Adam Levine was at Macy's Herald Square in New York City on Friday for the Adam Levine Signature Fragrances Launch Event.
The Maroon 5 frontman and The Voice coach was in the Big Apple to promote his new line of fragrances for both men and women.
Levine has famously bashed celebrity fragrances in the past, tweeting in 2011 that he wanted to "put an official ban on celebrity fragrances. Punishable by death from this point on."
At a private party last week in West Hollywood where Levine debuted his brand, he seemed to be in spin mode, backpedaling a bit. "I thought it would be nice to have something real and long-lasting and something that can compete with any fragrance, let alone celebrity fragrances," he told Us Weekly. "I'm not a fan of celebrity fragrances."
Levine describes the men's fragrance as "very kind of simple and citric." And of the women's fragrance, Levine says, "It's something you can enjoy if you're in close proximity to a woman and smell her neck or her arm or something."
"I don't like being bombarded by a whole flower garden or marshmallows."
Adam Levine Signature Fragrances Launch Event photos below.
photos: Ivan Nikolov/WENN