"The Sitch"

Experts on celebrity branding said that cologne is an appropriate product for the club-hopping Sorrentino, who told Access Hollywood at the Grammy Awards on Jan. 31 that he intends to launch his own fragrance, dubbed "The Sitch."

"He's not going to create a product that is so far from who he is that it's not going to make sense," said Meyer of Davie Brown Entertainment. "This is a guy who prides himself on his appearance and his ability to attract women, so a cologne makes sense."

The longevity of a scent line is typically short-lived, which also seems to fit Sorrentino's image, assuming that his fame won't last forever, said Karen Grant, vice president and global beauty industry analyst for NPD.

Brands in the $3 billion fragrance industry usually last just a few months, she noted, with the "absolute exception" of Elizabeth Taylor's White Diamonds, which has been on the market since 1990.

"Many fragrances, even after six months, start diminishing," said Grant. "It's almost like a fashion statement: It comes in for the season, and then it's gone. If someone's looking to get in it and get out, that's actually a very smart strategy."

Some of the most successful fragrance lines exceed $100 million in sales over a 12-month run, Grant said. But "The Sitch" would have a tough time getting anywhere near that, she pointed out, considering the "narrow reach" of the men's market, which is one-third the size of women's.