Precious Jewels by Ashanti

Written by Yvette Coleman



It would be hard not to love her. Beautiful, gifted, driven, and down to earth persona wrapped up into one individual. Ashanti. Her name has traveled amongst the heavy weights of Pop and R&B culture around the globe with chart topping musical hits, movies, and now a fragrance. Ashanti’s sought after talent has put her in the position to influence young adolescents and women to walk in her shoes. Her humbling appeal and sexy fun attitude makes this new fragrance the perfect next step.

PRECIOUS JEWEL BY ASHANTI is named simply by keeping in mind the people she has kept close to her: family and her fans. Being hands on and descriptive to every detail this project remained all Ashanti from the love of fresh and light fragrances of fruits, like peach, apples, and bergamot; then revealing a middle layer of stronger floral scents like jasmine, ylang-ylang, rose, orchid and lily of the valley; leaving a sensual base note of sandalwood, musk and hints of oak moss…all in which will capture the attention of women of all ages. While developing her project Ashanti kept all of her fans in mind by allowing the accessibility of her product to be sold in the largest retailer across the country WAL-MART.

Ashanti Precious Jewel

Campaign Causes Concern

Adrants reader Samara Grant writes to tell us she's concerned about Wal-Mart's recent Precious Jewel ad featuring Ashanti. Grant writes, "In her ad she talks about her belief that all young girls are 'precious.' But it is a contradiction to say at the end of ad that her fragrance is a 'sensual' scent. I don't think young girls should wear something that is called "sensual" if they are told in the previous sentence how 'precious' they are. If Ashanti wants to impress young girls and get them as her fans, she needs to put a little more clothes on. It's disgusting and very degrading and is also sending these young girls the wrong message."

Well, like we said in another post, stereotypes are rampant in advertising and so is the urge to grab youth while they are young and vulnerable. Currently, hot pop and Hollywood stars are the way to do it. But, that perpetuates the 12-year-old slut conundrum. Conversely, as Tia Fix writes, at one point in time, youth and sex were quite normal.