On July 28th, TAG Body Spray kicked off the launch of their new Signature Series at the London Hotel in Hollywood. Rapper and actor Ludacris, NBA baller Carmelo Anthony, and skateboarder Rob Dyrdek were all on hand to premiere each of their own fragrances created by TAG, as well as unveil the TAG/DUB signature series cars, inspired by each. Several stars came out to partake in the festivities at the red carpet event including Ciara, La La Vasquez, skateboarder-turned-rapper Terry Kennedy, and model Eva Pigford amongst others.

As part of the campaign, TAG has offered to donate proceeds to the desired charity of the individual that sells the most of his fragrance, a gesture that was embraced by all involved. Rob Dyrdek, fresh from the release of his street skate movie “Street Dreams” and taping of his MTV “Fantasy Factory” show, spoke on the significance in relation to his project “SafeSpot Skatespot, a program designed to build skate parks in urban areas. “They (TAG) were like, ‘we’re gonna do a whole thing around it with donations to the foundations for whoever sells the most’, and I was like, ‘lets do a whole episode on this so I can win this thing’”.

Ludacris, who is set to star in the upcoming action flick “Gamer”, wasted no time promoting his particular fragrance, taking a few opportunities to spray his scent on himself and passers by on the red carpet. When asked who he thought would ultimately sell the most, he confidently stated, “I’m not even worried about that because my scent smells the best, and it has my face on it, so what is understood doesn’t have to be explained”.