Is there no end to Simon Cowells talent? Not only is he behind some of the most successful television shows worldwide, along with some of the most popular recording artists, but now Simon wants to release his own aftershave.

Simon said: “There’s this cologne I really like and it’s not very well known, so I’m thinking of partnering up with them and giving it my name.”

His agent Max Clifford added: The deal is under serious consideration. The products would be very distinctive – earthy, in black packaging.

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“Anything Simon puts his name to is bound to generate huge interest.” But Steve Cheliotis, of the Superbrands council, said: “Aftershave needs someone who is seen as a style leader, so this linkup surprises me.

“There can’t be many men who want to look, smell and dress like Simon Cowell.”