There is a continual stream of celebrity fragrances into the market— but Justin Timberlake and Givenchys new Play cologne are changing the concept of how celebrity scents come to be.

We have seen fragrances by Britney Spears, Mariah Carey, Usher, Sean John, Jennifer Lopez, Beyonce and many more, created under rule of the celebs own desires and designs to capture their favorite feelings, thoughts and things, and share them with the public world through scent.

But a role reversal has been seen recently with perfume makers sniffing out celebrities first, and then creating scents based around their images and personas. The latest release of this nature is inspired by Justin Timberlake, the unstoppable star whom Givenchy sniffed out to capture in a mens fragrance. The result is Givenchys Play cologne, a fresh woody-citrus scent housed in a bottle resembling a glass iPod; the design represents the idea that music evokes emotion and that the aroma of Play will too.

A self-described fan of natural scents and pheromones, J.T. worked with Givenchy to create a light, clean-smelling cologne that wouldn’t be overbearing to shy scent wearers like himself. Play is youthful and fun with mandarin orange, grapefruit, black pepper and coffee flower, with a subtle tinge of masculine sensuality from a vetiver and patchouli base.

With a stamp of approval from both Justin and girlfriend Jessica Biel, Play is sure to be a scent chart topper.