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Sponsored video: James Charm’s latest Joop! Homme spot: the elevator


May 1, 2012/23.48

A Lucire special promotion

James Charm

Just a quick word of warning to male readers: the James Charm commercials running on Lucire are meant to be humorous, and trying any of his tips literally could land you with a beating or an arrest.
   The seduction techniques Mr Charm recommends this time are to do with the lift—or perhaps we should say ‘elevator’, which, as he points out, already has a musical soundtrack to dance to—but the serious point is that you could get maced if you press the ‘stop’ button hoping to trap a young lady in there.
   The humorous spots began running here on November 21 with these sponsored posts. They see the fictional James Charm provide “lessons” on how to spice up viewers’ love and sex life. The object: to become a real expert in seduction.
   James Charm is, according to the company’s promotional flier, ‘a handsome man with an incisive sense of humour and an impressive résumé (MBA in Applied Sensuality, Ph.D. in Aphrodisiac and the lusted Nobel Prize for peace … within the couples!).’
   The spots, in English and German, are to promote Joop! Homme, one of the top ten male fragrances in the UK and Germany. Joop! Homme also has a Facebook page at
   Joop! Homme was originally developed by Michel Almairac, and despite the pink bottle, has gone on to become a classic since it launched in 1989. It has top notes of bergamot and cinnamon, middle notes of orange blossom, jasmine and honeysuckle, and basenotes of sandalwood, vetiver, patchouli, amber, tonka bean, musk and vanilla.

This post has been sponsored by Joop! Homme

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