Former Saints and Strictly star Ben Cohen MBE took time out his busy schedule as a writer and charity sponsor to sign bottles of his new fragrance and take selfies with fans at a Northampton store.
Just in time for Father’s Day, his first eau de toilette Ben Cohen For Men was officially launched at Superdrug, in the town centre, on Wednesday (June 11) after a six-month creative process to develop it.
The 36-year-old, who retired from professional rugby in 2011, said: “It was a really interesting process. The company approached me, asked what sort of scents I liked and we worked together to narrow it down to come up with something that really worked and would appeal to men of all ages. It was a really fun experience and to see it on the shelves now is really exciting.”
He added that he uses the fragrance himself, which combines woody and citrusy fragrances, in a mister to scent his home.
Commenting on the celebrity trend to release fragrances in their name, he said: “Scent is a personal thing, so in a way it shows fans something of your personality. It’s a way of relating to them and giving them a chance to almost feel closer to you.”
As well as promoting his new product and working on a full men’s grooming range, Mr Cohen says that most of his time is taken up by his charity Stand Up Foundation, which supports anti-bullying projects and campaigns. The issue is particularly close to his heart following the death of his father in 2000 who was murdered while trying to break up a fight outside a Northampton nightclub.
Bullying is about suffering at the hands of other people, and that is something I feel strongly about
“Bullying is about suffering at the hands of other people,” he said, “and that is something I feel strongly about.”
Not only is he currently writing a book about the subject - which will be released later in the year alongside his autobiography - but he is currently working on a film about the death of his father. Filming will begin in October before reaching screens some time next year.
Mr Cohen, who was once voted national Player of the Year, said: “I played rugby for 10 years and I absolutely loved it, but I have been keeping myself very busy and I don’t miss it.”
Ben Cohen For Men, eau de toilette, has been on sale at £15 a bottle since June 3.