WWD
Alan Is Cumming Around Again
By Leslie Gornstein

LOS ANGELES — Don’t let Alan Cumming start riffing on his last name. He’s already got a cologne called Cumming the Fragrance, plus an impending body care line — featuring a lotion called Cumming All Over and a candle called Cumming in the Air. In fact, be warned: The Scottish actor has an entire empire of fabulousness just waiting to, um, explode.

“What about,” he mused to WWD on Tuesday during a party celebrating the cologne’s debut, “Home Cumming, or Christmas is Cumming? I want to be the queer Martha Stewart.”

Clad in black Kenneth Cole slacks, a leather Yoko Devereaux jacket and a homemade T-shirt reading “I Am Cumming,” the “Son of the Mask” actor was feted at Fred Segal in Santa Monica, Calif., flanked by thespian buddies including Alex Kingston and Claire Forlani. The upscale specialty store, along with about 16 Sephora doors, just launched the $69 cologne.

“We don’t do a lot of celebrity fragrance, but this has such a sense of humor,” said Shayne Hart, managing director of the Studio at Fred Segal. “It’s wry, witty, ironic. That was its appeal for us — and it’s a brilliant fragrance.”

Cumming the Fragrance — part joke, part serious perfumery — includes basic, masculine elements like bergamot and black pepper, combined with more adventurous notes like hay, leather, whiskey and burnt rubber.

“We wanted to structure this as a classic men’s cologne with a big, fat, major twist,” perfumer and Cumming collaborator Christopher Brosius said. “The whole thing is such an inside joke and so tongue–in-cheek.”

Cumming isn’t kidding about the Martha Stewart thing. Creative director Jason Schell, who partnered with Cumming and Brosius to create the cologne, told WWD he expects $1 million in sales within a year. And that body care line? That’s no shaggy dog story either; expect that rollout within a month, with price points ranging from $35 to $45 and stockkeeping units including bar soap, body scrub and cleansing gel, along with the aforementioned Cumming All Over and Cumming in the Air, Schell said.

As funny as it all sounds, Cumming’s cologne has already won fans among his fellow actors, including Segal party attendee David Boreanaz.

“It wears very nicely,” Boreanaz said while dipping a strawberry into a chocolate fountain. “It’s got a very subtle masculine hint of leather combined with a little feminine flair.”

Cumming’s next major film project, “X-Men 3,” hits screens in May 2006. He also stars in a musical based on the 1938 propaganda film “Reefer Madness,” bowing April 16 on Showtime.