In the ever-evolving world of entrepreneurship, three Black men have joined forces to establish a fragrance brand that not only sells a product but also promotes a lifestyle of excellence and unity. They call it “Ovation.”
According to Shawn Crenshaw, the brand’s founder, the idea for Ovation was conceived amid a landscape of social unrest and negative stereotypes. Crenshaw said he recognized an urgent need to celebrate Black men, counteracting their portrayal in the media with a brand that highlighted their achievements and excellence.
“The men who were being portrayed in the media were not the men in my life, and I knew that this image being portrayed was not a true representation of us as Black men,” Crenshaw said. “So, as the idea came to me, I said, you know, there needs to be a message of celebrating us to combat these negative images, and God placed the name Ovation into my head, and then right after that, it was ‘Every Man Deserves One.’”
Crenshaw didn’t walk this path alone. He brought his longtime friends and collaborators Cecil Cross and Mike Jackson onboard. Jackson describes the humility and mutual respect that formed the bedrock of their collaboration, noting that they couldn’t have built Ovation without it.
“I didn’t care how great the fragrance smelled; I couldn’t be around negativity,” Jackson said. “If it didn’t work, we wouldn’t work at all, and because it’s so non-combative, I’m in here for the long run.”
The friendship between the trio dates back nearly a decade, positioning them well for this journey. Cross is the creative genius behind the marketing and event management. Jackson brings his widespread connections and strong lifestyle branding, while Crenshaw works on opening doors, ensuring that Ovation is known far and wide. Together, they have managed to turn an idea into a growing brand.
Ovation doesn’t just sell cologne; it sells an experience and a statement. Crenshaw said their central message that every man deserves an ovation has resonated deeply with their target audience, fostering community and inclusivity.
“The humility factor is what allows the brand to be that much bigger,” Jackson said.
According to a report published by Nielsen IQ, spending on beauty products by Black consumers reached $9.4 billion in 2023.
Crenshaw and his partners used such statistics to devise innovative strategies for connecting with these consumers. They have woven involvement with NIL (Name, Image, Likeness) deals into Ovation’s business model. As college athletes gained the ability to profit from their personal brands, Crenshaw saw an opportunity. “NIL is a new frontier,” Crenshaw said. “Athletes have influence, and we wanted to tap into that.”
Ovation offers athletes more than just a fragrance bottle—think custom suits, photo shoots, and entrepreneurial mentoring, and has managed to attract several high-profile athletes.
“I wholeheartedly believe that in addition to the funding these kids receive, it’s about the branding and the relationship aspect as well, which goes a lot further than just the tangible or the monetary value of it,” Jackson said.
The brand has signed NIL deals with Trey’dez Green, who has committed to LSU; Quinton Martin, who has committed to Penn State; Trenton Hankerson, who attends the University of Akron; Nyckoles Harbor, who has committed to South Carolina; and Dylan Tatum, who attends Michigan State.
According to Crenshaw, starting a fragrance brand from scratch involves hefty investments in bottling, mixing, branding, and more. Despite these challenges, the team remains resilient. “We’ve had stops and starts, but the commitment is unwavering,” Crenshaw said. They reinvest their earnings and even look for private investors to sustain the brand.
After consulting with a fragrance manufacturer, Crenshaw first created Ovation for Men Signature. He described the scent as a sophisticated yet versatile blend, best suited for evening wear, with notes of bergamot, cardamom, tobacco, leather, and amber.
The team introduced their newest scent, Ovation for Men Sport, in conjunction with their launch into the NIL market. According to Crenshaw, notes of saffron, coriander seed, and cedarwood make this new scent fresh, vibrant, and best for daytime wear.
One of the most encouraging aspects of Ovation’s story is the teamwork and mutual respect among its founders. There are no egos, only collective ambition.
“Quincy Jones once said that ego is really just overdressed insecurity. We’re three secure black men and we’re happy to see each other succeed,” Cross said. “So, we’re able to come together collectively and work together because there are no egos here. We’re just all about the common goal, which is to keep pressing this brand forward.”
Ovation is more than just a fragrance; it is a movement toward positive representation, excellence and an unwavering dedication to a cause bigger than oneself.
“What people seem to underestimate is the fact that every man, every human deserves an ovation. Even if you feel like that person is undervalued,” Jackson said. “If you give them that ovation, you can change their life. So, every man does deserve an ovation.”