Avon Products Inc. announced that the 50-year-old rock star is the company’s newest celebrity fragrance partner. He’ll appear in ads for both Unplugged for Her and Unplugged for Him.

The company said the inspiration for both scents is the unique feeling one has listening to a favourite song. The goal is “an emotional connection.”

The women’s version, which will be available through Avon representatives and online in October, is a floral oriental perfume, and the men’s is a woody floral musk fragrance. It will go on sale in November.

Both Avon and Bon Jovi said admiration for each other’s involvement in philanthropy largely drew them together as partners.