Jōvan is a brand with a longstanding history. Since 1972, Jōvan has been a fragrance leader. Its Musk fragrance continues to be a best-selling Musk brand in broad distribution. Jōvan's early marketing campaigns became industry benchmarks and, during the Rolling Stones' 1981 "Tattoo You" Tour, it was the first-ever fragrance to sponsor a rock band. Today, Jōvan's appeal can be attributed to its abiding sensuality, and down-to-earth values.