The Jeremy Fragrance Story E-Book

Jeremy Fragrance

• Herausgeber: PLAZA
• Kategorie: Sachliteratur, Reportagen, Biografien
• Sprache: Englisch

Seitenzahl: 214

Veröffentlichungsjahr: 2023

Beschreibung

Jeremy Fragrance is a YouTube phenomenon. The eccentric German with the white suit inspires millions of fans around the world with his practical tips on perfumes. Over two million subscribers on YouTube, more than 6 million followers on TikTok and almost one million on Instagram speak for themselves. What Jeremy says and does is heard. But who is this man? The 34-year-old has had to jump over many hurdles on his way to the top, both privately and professionally. Here he gives a rare glimpse behind the scenes, talks openly about the hard hand in his upbringing and why it's important to always focus on the positive. Discipline, determination and the pursuit of significance make Jeremy Fragrance what he is today, the world's #1 perfume influencer. Let yourself be carried away by the enthusiasm for self-optimization, good fragrances and the POWER of Jeremy Fragrance!

Leseprobe

JEREMY FRAGRANCE

POWER BABY!

JEREMY FRAGRANCE

The Jeremy Fragrance Story

POWER BABY!

HEEL

is an imprint of

HEEL Verlag GmbH

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© 2023 HEEL Verlag GmbH

Author: Jeremy Fragrance

Co-author: Kevin Scheuren

Layout and Design: Christine Mertens

Cover Design: Kevin Scheuren

Photographs: Cover and page 61 by Marc Rehbeck, page 26 Oliver Reetz, all other photographs are private

English text edited by Semper Editing

All rights in the work, including any enforceable copyrights, reproduction rights in any format and translation rights for any language, are reserved by the Publisher. This book or any part thereof may not be photocopied, disseminated, downloaded, systematically transmitted or transferred in any form or by any means without the express prior written permission of the Publisher.

The information in this book is distributed without warranty. While every precaution has been taken in the preparation of this work, neither the author nor the Publisher shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained herein.

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ISBN 978-3-96664-741-0

eISBN: 978-3-96664-759-5

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CONTENTS

PROLOGUE

FOREWORD BY KEVIN SCHEUREN

FOREWORD BY JULIEN BACKHAUS

POWER OF HABITS

POWER OF THE MIND

POWER OF FAITH

POWER OF MONEY

POWER OF THE PEOPLE

POWER OF FRAGRANCE

POWER OF FAMILY

10 POWER TIPS

PERFUME TIPS

MAMA JOLANTA

ACKNOWLEDGEMENT

PROLOGUE

Jeremy Fragrance is the most influential perfume icon on the planet. It's like this: I'm the most successful perfume YouTuber in the world. For two years, I made YouTube videos about perfumes as a hobby, and I realized that I could rise to the top in this field. I used to play World of Warcraft and other games, but at level 60 or some other maximum, the game was over. With YouTube, it was different. It was endless. Early on, it was not unusual for me to see myself on television. My father set up a video camera for my brother, Kamil, and me early on, so we could watch each other on the TV in the living room. I watched Michael Jackson dance on that same TV screen, and that had an impact on me. At that time, I didn't know what it meant to be famous, but when you see Michael Jackson strut onstage with an indescribable energy and the masses cheer for him, it does something to you. I had never experienced that before in Theodor-Heuss-Strasse in Oldenburg, where I grew up.

What and who you see as a child is important. Today, some kids see me, experience my energy, and want to emulate me, which I find startling. I didn’t start out idolizing influencers or gamers; I was drawn to established celebrities like Michael Jackson, Jean-Claude van Damme or Arnold Schwarzenegger. That's how I wanted to be. I wanted to radiate POWER. Maybe that was the biggest driving force behind the person I am today. Seeing those powerful personalities in action movies as a child, I wanted to be like them. From an early age, my goal was to internalize and implement the POWER and STRENGTH of these three people.

I am Daniel Schütz, but Daniel Schütz is also Jeremy Fragrance. Jeremy Fragrance is a mixture of many ingredients, a mélange of influences and experiences I’ve collected over my lifetime. Jeremy Fragrance is a little different every day. My life has been one of extremes. Even in childhood, I had a dominant personality, yet I always found myself lurking in the background. To many people, my frenetic energy and the intensity of my on-screen persona make me seem like I’m on coke, but in fact, I’ve never used illegal drugs in my life. I used to drink alcohol, but I never had any interest in anything harder. I don’t even drink coffee; I get my kicks from hot green tea or use matcha to achieve a zen state. But that’s another way I’m a little different every day, a man of extremes. Sometimes I wolf down mountains of food, and then I fast for a week. The game of extremes is incredibly fun for me. In the process, I also notice how I go through changes from day to day. If I eat a kilo of Parmesan cheese one night, I'm different the next day. If I eat a kilo of whole-grain rye bread the following evening, I'm different the day after that. I love experimenting, always trying new things and evolving.

You become what you think. Our lives are made up of a series of experiences, realizations and learned knowledge. We try to push ourselves every day, mentally and physically. However, if we have a good balance of the most important building blocks in life-daily routines, habits, diet, exercise, and family-we can accomplish a lot. In this book, I'm not only going to tell you about my experiences. I'm also going to give you recommendations on how to be more efficient and successful. You will get an idea of what helps me in my daily habits and routines. This is crucial because we humans are creatures of habit. Those daily habits can help you find your own ideal. The closer we get to our ideal, the better we feel, but if we keep losing sight of that ideal, the pendulum can swing the other way. Through the Power of Habits, I have learned how to optimize myself every day. To that end, in this book I will outline the path to my ideal and how I continue to expand it a little more each day.

Many people can identify with me because they love status symbols like golden Rolexes and red Ferraris, just like I do. I think that the art lies elsewhere. We have to be free. There’s not much point to having billions in our bank accounts if Dad holds the purse strings and makes all our financial decisions. A homeless person or a low-income earner with a zero balance-even a negative balance-can be free because he has developed the right mindset. This book will also be about the mindset of freedom, about detaching yourself from others' ideas of what you should be. In Miami, I gave my scent Office for Men to the actor Jordi Mollà, who played Nicolas Reyes in the TV series Jack Ryan. This idea of being able to do anything because I'm so free, the idea that people listen to me, watch me, and follow me, has always been deeply appealing to me.

Art has always been a fundamental part of me. Making people laugh, inspiring them with dance and song, or touching them with perfume tips, all that has always been something I've enjoyed a lot. At the same time, I have a total flair for bureaucratic tasks. I regulate my finances myself; I answer letters from the tax office, and I enjoy it. For me, that's an essential key to success-the idea that you don't separate art and the mundane, but consciously unite them. I can do that very well. I was always the smallest and youngest, whether in my family or in my class at school. Nevertheless, I always had the drive to be number one. Everywhere. With YouTube, that really worked out, but I worked hard for that, too.

Jeremy and actor Jordi Mollà

I've always worn fragrances, but in Hawaii at my brother's house, I met a girl over ICQ who told me I looked like an "Abercrombie boy." I immediately went to an Abercrombie store, and I really liked the loud music and the scent of their perfume "Fierce", which they sprayed throughout the shop. In Germany, I searched for the perfume on YouTube. The first video I found on it was by the late Dan "MyMickers" Mish (https://www.youtube.com/watch?v=QFbdKp2Ui4M). He did it so brilliantly. I was mesmerized by his energy, the way he moved, the volume and cadence of his voice. That was the first time I saw someone talking about perfumes with that kind of dedication and passion. Dan’s video led me to the "Frag-Comm," or fragrance community-very nice! I wrote out a list of ten fragrances from the many videos that I wanted to smell, as if I were learning about trading cards or a video game. Sometime in 2014, I sat down in front of the camera and shot a couple of videos. The fourth or fifth video, on "La Nuit de l'Homme" by Yves Saint Laurent, went viral. I was wearing my green shirt, I was in my old office, and I got the ball rolling.

From there, the comments and praise flooded in. People asked who this guy was. They started calling me the new "King of Fragrance YouTube". My first payout from YouTube was 371.90 euros. At that time, I was still doing an internship with a real estate agent and occasionally went to a Greek restaurant for lunch. It cost around 12 euros, which was quite expensive for me, definitely more than my usual kebab. When I got my first payment from YouTube, I divided the amount by 30 days and realized that it came out to a little more than 12 euros a day. I could go out to eat for free every day with my fun new hobby. That was my first milestone.

The next milestone was a collaboration with an online perfume store. They were already interested in me, back when I didn't even have 30,000 subscribers on my English YouTube channel yet. They wanted me to produce a video for them once a month. (It’s hard to imagine that happening with TikTok now.) They asked me what I wanted in return, so I put together a PDF for them, describing what I had to offer and the amount I wanted in return. But before I sent it off, I went back and raised the amount a little, just because it was worth it to me. My offer was accepted, and suddenly I was making 12 times my monthly salary. For one video a month! That was my first taste of what can be earned on the internet if you know your worth and push through. That was my second milestone.

After about a year and a half, my third milestone followed. My income on YouTube kept rising, but all of a sudden, I also received a huge payment from Amazon because of the affiliate links I used and still use in my video descriptions. An affiliate link is a commission, so to speak, that Amazon pays me when people order through my link there. This passive income surprised me at the beginning, because of course that was just added to the already good income I was making on YouTube. It was during this time that the thought first crossed my mind that I could also sell my own perfumes. These three milestones led to a landmark decision:

Jeremy Fragrance would become the number one perfume icon! My ambition was further reinforced privately by the fact that I brought my mother from northern Germany to live with me in the Rhineland, near Bonn, in 2016. I told her that I would support her. That was both a matter of honor for me, but also a motivator. To be able to say, after two years, “I'm going through with this now,” and to offer a home to my mother, who painted the legendary "Sacrifice" picture from my earliest videos, was an important step. It gave my goal a seriousness and resilience. From that moment, there was no going back. I delved even deeper into the subject matter, smelling fragrance oils daily to train my nose. You'll learn in this book that I'm 100 percent committed to one thing-and it's not the perfume journey by the way. I've tried a lot of things in my life. I've danced, played music, been in boy bands, and ended up becoming the most successful perfume mini-fluencer. There is no straight path to the top, but if you want to get there, you have to commit. That's what I did.

It was important to me from the very beginning that I convey my content in a crisp and likeable way. I've always been aware that viewers have a wide range of channels they can watch. That's why you have to force yourself not to produce videos that are too long, so that there's a greater chance that they'll be watched. Another of my strengths is my emotionality. I have always tried to build bridges directly into the minds of my viewers. After all, there's little point in explaining perfumes factually. "The fragrance smells like bergamot, sandalwood and cedar." And now? But if I tell a story around the fragrances that the viewer can identify with-for example, that a pretty woman approached me about the fragrance-and the viewer wants that experience too, then he will remember the story, perhaps buy the fragrance and meet a beautiful woman of his own. Then he'll come back to my channel, tell his own story in the comments, and continue the eternal cycle, which is pure gold for YouTubers. My stories grabbed people on a different level.

Around the end of 2017 or the beginning of 2018, I got invited to New York, did a really big deal, really met my community for the first time in a perfumery and soaked up the whole experience when it was all about me alone. People showed up for me, and that was a good feeling. Connecting with viewers has always been important to me; they keep me relevant and significant. You’ll hear a lot about my viewers in this book because the power of the people around you is incredibly significant. Then, later in 2018, I also won my first Fragrance Foundation award for best vlog. Significance in the community made it possible for a boy from Oldenburg to receive such a meaningful award in New York. From that day on, I was even more interesting to companies that wanted to work with me.

The power of family once again played an important part when I launched the Kickstarter campaign for "Office for Men" with my brother at the end of 2018. "Fragrance One," our brand, was to refine all that I had built up over the years before. The power of my community was strong enough; the campaign went through the roof and the collaboration with my brother was very valuable at the time. He had the experience with Kickstarter and I had the crowd behind me, so we knew it would be a success, but the fact that it was that much of a success blew us both away even as it validated us. However, combining family and business also involves risks, which I will also talk about. Mixing family closeness and the idea of no longer being on the same level in business can lead to a rift. In that first moment, however, it was a wonderful symbiosis of ideas. I still remember exactly how we started the campaign that ended up raising almost 780,000 euros. I was on the phone with my brother; he wanted to push the button to activate the Kickstarter. I told him, “I’ll post the video, then, so people know it's going.” We both posted, and right away, we could see the money coming in. We only needed 25,000 euros, but it happened so quickly that after only five minutes we had almost 100,000 euros together. The power of money is life-changing, especially for people like us who didn’t grow up rich. You'll learn a lot more about that in this book as well.

All-White-Look

Throughout my YouTube career, I’ve been fascinated by how much you can become the dictator of your own little kingdom. I'm sure that sounds harsh, but the power to create a healthy culture in your own home can be stimulating. Many things stimulate us: smells, caffeine, sex, positive comments. But what can also be very stimulating is to delete negative comments. Especially in the beginning, from 2014 to the end of 2015, I was still looking at my comments. Oh, people like it when I wear a suit. They think my spin at the beginning of the video is cool. They like the way I talk to them. Good! They get what I’m doing. But at the same time, I also started deleting negative comments. That felt incredibly good. But at some point, you don't pay attention to it anymore. My focus was only on making each video more successful than the last, so soon enough, there was no time to read comments.

I don't like stagnation. Self-optimization is fun. Whether it was sports, dance, theater, the boy bands, and then later on YouTube, I've gone through quite a few changes. I started out in casual shirts, then added designer suits to emphasize that my channel was serious business. Then I was into white clothes in my all-white phase. Then I had the all-black phase. Sometimes I had girls in my videos; sometimes I didn’t. My every impulse unleashed new energy. My current all-white phase, the peak of Jeremy Fragrance, was also helped by TikTok. My upbeat and to-the-point style really goes down well there. From sunny boy to business guy to "crazy guy," I took a lot of steps-sometimes recognizable to the viewer, sometimes not. But everything had its reasons. I noticed that certain shirts look very good on me, so I consciously chose interesting shirts that emphasized my eyes. Then, when suits came along, I read up on what to combine, what tie patterns went with what shirt and vice versa. I got help from Antonio "Real Men Real Style" Centeno, who wrote to me when I still had under 30,000 subscribers. He liked me and gave me useful tips, which were really valuable for me. Perfumes are about completing your style, after all. Good clothes, clear skin, a chic hairstyle and the perfect fragrance to go with it. I watched more and more style videos, learned to radiate sex appeal through clothing and fragrances, and once again I internalized and integrated what I was learning. But what was missing in the end? A signature look! When you walk into a room, people recognize you by your scent, of course. But I still wanted a look that would make people recognize me everywhere, because until then I was just a good-looking guy in a suit-handsome, but interchangeable.

I tried different looks and struggled to figure out what felt comfortable and what made me stand out. I tried the dark blue suit, then the black Tom Ford suit with black tie, but when I wore the white suit for the first time, it clicked. I was looking for a Batman suit, something that I could always be recognized in. White suits have a unique style. It's only since the beginning of that second, definitive all-white Jeremy Fragrance phase about two years ago that I've completely merged with this style. If I’m out in public, I’m wearing all white. There are a few 10-out-of-10 things in my life. A black Mercedes G-Class: 10/10. A red Ferrari: 10/10. An all-white look: 10/10.

For me, the search for the 10/10 look was critical. Once I found the allwhite look, I stayed with it, and now you can always recognize me. But for you, here's an important hint: clothes make the man. If you're in a pair of jeans and a polo shirt, you'll have a different vibe than if you're wearing a well-cut suit. From a well-cut suit to a Tom Ford suit, your style changes again. From jet-black to beige, you will notice a change again. Your outward presence is determined by well-groomed skin, good clothes and a good scent. You increase your significance by these three things alone: Hygiene, clothes, scent! I have also felt this on my own body. When I stood bolt upright in front of the camera in a sleek Tom Ford suit, my breathing was completely different, my voice became much more serious and stable-my whole manner changed. But then TikTok tipped the scales in favor of the white suit and a final change of location. I was in the USA, in New York. There, the dark blue suit is a tradition. Add a nice tie and you’re part of high society-if you want that. Afterward, I flew directly to Sunny Isles Beach near Miami in Florida, right on the beach. There, it's not so advisable to wear the blue suit; it looks stiff and awkward there by the sea. After that I came home to Germany and bought a tailor-made, white Tom Ford suit for 8,000 euros. It has accompanied me ever since.

My slim-fit suit, with a tightly buckled belt, tight shoes and little room to breathe, keeps me razor sharp throughout my day’s tasks. It's like a woman's corset. My signature look is a motivation to attack every day, to step on the gas, keep moving forward! The perception of others is equally important because my light shines on them.

Onto the subject of women: I've always thought women were great. The thought that I would find a wonderful woman has always thrilled me. Here, too, I can only thank "MyMickers", because with him I saw for the first time that a man asks a woman what she thinks of his fragrance. He always brought his wife in at the end of his videos and asked her what she thought, so I brought my gals into my videos to capture their reactions, and it showed directly in the view numbers. However, I had to cut down on the volume because, at the end of the day, I wanted to be the star of the show. It wasn't going to be the Jeremy and the Girls Show; the girls were guests on Jeremy Fragrance and voiced their opinions. In Los Angeles, I lived near the beach for a month and also kept working with women in videos, but during my year in Munich, I got more personal. Then, in March 2020, the COVID-19 pandemic started. I barely made it back to Germany before social distancing took off, and suddenly I was extremely popular on TikTok. I noticed that shorter content was better-received than a long 12-minute YouTube video. So again, a major shift in my content started my next step.

Jeremy and his Perfume "Office for Men"

So now you're probably wondering what to expect in my book. Well, you'll learn firsthand who I am. I plan to take you on a journey through my life in various POWER chapters. These chapters have shaped me. What do family, money, viewers, and habits do to me? How did faith lead me on the right path? Why are scents so special and desirable, not only for YouTube content, but also for you personally? But I'm not only answering questions about me; I also want to inspire you to change your mindset. I want to give you the impetus to optimize yourself, to become better and more successful. My wish is that this book will not only serve as a milestone of my life up to this point, but also work as a guide for you.

A friend of mine, Kevin Scheuren, and I met several times to write this book. In several conversations about my life, Kevin learned my story firsthand. The goal was for Kevin to get my stories across as personally as possible. Kevin has known me as a YouTuber for many years and has worked hard to get to know me, as has the entire HEEL publishing company, and he has shown the right feel for my story. I didn't write every word on these pages; Kevin sometimes smoothed out what I said and made it "book fine". That transparency is very important to me. But this is, above all, my story.

POWER! LET’S GO!

Jeremy Fragrance, April 2023

Jeremy and Kevin at work

FOREWORD BY KEVIN SCHEUREN

Who would have thought that I would write the foreword for the biography of the one and only Jeremy Fragrance? I kind of did. What I picked up from Jeremy very early on is the single-mindedness to master even the most seemingly insurmountable tasks to achieve something very big. I've been watching Jeremy's videos since 2014, so pretty much from the beginning. That's when the YouTube algorithm dropped this cool guy into my feed, and he's stuck with me ever since. Since then, he's gone through an extreme transformation. First the smart Sunny-Boy, then Business-Jeremy and now the All-White-Crazy-Dude. I have witnessed all these phases as a viewer of his videos. In fact, in the first years I could be called a fan; his tips were good, and he had a way about him that really impressed me. Over the years, the fandom subsided, replaced by more of a serious interest in the person, but I still enjoyed watching the videos. Maybe that was also one of the many keys that made this project a reality.

Self-employment is a gamble that Daniel has also taken. First he was Jeremy Williams in various boy bands and as a musician; then, in 2014, Jeremy Fragrance was born. A YouTube phenomenon that talks about perfumes. Perfumes have also been with me my whole life. Even during my studies, I got to know the latest fragrance creations through my buddy Götz here in Bonn at the former Parfümerie Vollmar. We let our favorite consultant, Fabien, show us the highlights of Parfums de Marly, Filippo Sorcinelli, Tom Ford, Orto Parisi, Lorenzo Villoresi, Creed and Xerjoff. The perfume hobby started for me in 2009 with "1 Million" by Paco Rabanne. Funnily enough, that made me a bit like Jeremy; one of his first reviewed fragrances on YouTube was that very one. Perfumes are special. I noticed them on my dad back in the day, had my first one of my own at some point, and now it's a passion that excites me and empties my bank account. I like the art behind fragrances; of course, I also like to receive compliments, but I wear fragrances primarily for the art behind them.

Fragrance samples