Bring Me the Aroma of Carlos Santana

Cosmopolitan magazine always amuses and informs me, far more than the lame pages of, say, GQ or Maxim. The October issue alerted me to the dangers of thongs and unhygienic bikini waxes (ouch!). The ads are great, too, for mysterious products I never need, in colors of subtleties I'll never grasp.

Without a doubt the most attention-grabbing ad in the October issue has the simple headling, "Introducing Carlos Santana(TM) fragrances for men and women." The tagline at the bottom purrs, "Arouse Your Senses." Red-themed native-looking artwork shows Santana with his ever-present hat against a background of densely drawn bongos, spirals, hands, eyes-in-hearts, and even a man looking like Carlos putting his hand on the head of a kneeling peon, an ambiguous scene suggesting either a blessing or a plea for oral sex.

Now, celebrity perfumes are common. Jennifer Lopez, Sarah Jessica Parker, Shania Twain have them. I can see the logical connection between fashionable, attractive women and fragrannces. But the connection is much more tenuous with men, as seen in the belly-flop of Donald Trump's fragrance.

Santana's stab at the smell test connects me to a lot of musical memories. Coming of age in the late 1960s in a heavily Hispanic part of the country, I liked his early music with its mix of Latin rhythms and Spanish lyrics and rock instrumentation. Abraxas from 1970 had very heavy (as we used to say then) liner notes. Early Santana had a sound that remains fresh 35 years later; the only other group I can say that about is ZZ Top. The music was so evocative of swirling colors, palm trees, the border experience, the possibilities of music beyond Anglo pop sounds.

I always wondered what Santana (the man, not the band) smelled like. After Woodstock, I figured he was sweaty. After he went off the spiritual deep end and called himself Devadip Carlos Santana, I figured he smelled like an Austin head shop full of black-light posters.

And now Santana is answering the question, at fine retail outlets everywhere. Or, cut out the middleman and buy directly from the Santana website. Santana is sending his message of peace and love to a suffering world with fragrances for both men and women. He must be doing something right in the technical sense, since perfume pros like the stuff.

Like a good marketer, Santana knows the difference between boys and girls. Not for him is a unisexual odor for everybody. Nope, sometimes he smells like a guy, and in those very special moments he wants to smell like a girl. So he made sure his products have just the right appeal for the moment. Note:

For men: "This smooth, woody musk fragrance was inspired by the music and passions of Carlos Santana. The aroma just after rainfall, in combination with the clean notes of Maja soap, is the essence of this timeless creation."

"Carlos Santana For Women blends exotic fruits with subtle florals and rounds out the scent with soft, sensuous musk to create a seductive, warm fragrance."

I have to wonder what smooth-talker got Santana to sign up for this misguided vanity project. (He may not even be that serious about it. The Santana Fragrances site is still under construction, a deadly marketing error.) He already sells hats, shirts, books, CDs, and other tchatchkas on his website, and his record sales over 40 years mean he's not hurting financially. The product just makes no sense; as a man I wouldn't wear the stuff, and if I gave the female fragrance to a Significant Other I'd probably get the bottle cracked over my head (note to self: need to write about the harrowing Mother's Day Tiffany's silver challah knife episode).

Sorry, Charlie: I'm not buying it, literally or figuratively. Now if there were a Santana home hair-weave kit . . .