Photographer: Carlos Serrao
Curtis James Jackson III, better known by his stage name 50 Cent, is an American rapper and actor. He rose to fame with the release of his album Get Rich or Die Tryin' (2003) which has sold over 15 million copies worldwide. Rising from the streets to become a celebrated artist, unrivalled entrepreneur and generous philanthropist, 50 Cent is living proof of how power can be used positively.
50 worked with Lighthouse Beauty to provide his fans with a sense of power he holds within. With the launch of his fragrance, Power by fifty cent, the icon wanted to encourage his fans to choose the same path and find the courage to make an impact. “For me, power isn’t just something you learn on the street or in the boardroom—it’s a way of life,” explains 50 Cent. “I really wanted to bottle up the rush it gives you so my fans can make it a part of their lifestyle.”
Strong, masculine and powerful, the scent, formulated by Firmenich is composed of a tonic freshness built with green citrus fruity notes juxtaposed against a musky, woody background. Top notes consisting of lemon leaves, black pepper and Artemisia are followed by a heart of dark woods, coriander and nutmeg with a drydown of patchouli, musk and oak moss, the scent evokes both the grittiness of 50 Cent’s origins and the heady rush that accompanied his rise to power.
Power by fifty cent is captured in a bold, dark bottle. The bottle is capped with an imposing top rimmed with pillars, reinterpreting a timeless sign of power for a modern age. The pièce de résistance is the intricately detailed metal coin embedded in the cap, inspired by 50 cent’s favorite Audemars Piguet watch – a brilliant name in luxury timepieces. With the addition of grommets and metal hardware, all of these elements come together to evoke the strength and permanence of the fragrance enclosed within, making the ultimate statement of power.
MODCo Creative was called to develop and bring to life the ad concept for the fragrance. Using cinematic photographer Carlos Serao, the campaign explores the strength and power of a city personified in a man. He thrives on the stoic beauty of city architecture and powerful cityscapes. He's defined his own sense of power to match that of towering buildings and seemingly endless avenues. The moments when he is able to take seconds to reflect on his strength within his city are those when he feels his most empowered.
As Lighthouse Beauty’s first introduction into the category of celebrity fragrance, the team of marketing executives, talented artists, distributors and 50 himself, worked together to define, design, develop, and successfully launch the brand in an exclusive deal with Macy’s.