• by Sarah Mahoney  @mahoney_sarah, April 5, 2017

Kenneth Cole, as part of a new spring push for Black Bold men’s fragrance, is joining forces with Aloe Blacc for a star search, urging unsigned talent to audition for a chance to collaborate with the Grammy-nominated star. 

 The effort is an attempt to “highlight the synergy among music, scent and creativity, offering the artist the ability to interpret what ‘Bold’ means to him or her,” says Donald Loftus, president at Parlux Fragrances, Ltd., in the release. 

The contest winner — expected to be selected by May — will get at least two hours of studio collaboration with Blacc, airfare, a music video that will be released on his You Tube channel, plus $5,000 for expenses. (The winner’s tune is also planned for release on iTunes and Spotify.) Blacc is best known for songs “The Man,” and his collaboration on “Wake me up.” 

Kenneth Cole introduced Black Bold last year, and says the scent is intended to capture “the fearless spirit of New York.” Men’s fragrances remain one of the brighter spots in the prestige beauty business. In the 12-month period ending in February, market researcher NPD Group reports that men’s prestige fragrance juice sales grew by 4% in dollars. (Juices are the oils used to make perfumes and colognes.)

Kenneth Cole made headlines last year when it announced it would shut almost all of its brick-and-mortar stores, focusing instead on building its e-commerce business, and distributing its shoes, apparels, accessories and fragrances in department stores. Only two physical stores — one in New York and one in Virginia — are still open.