NEW YORK – Want to smell like a Playboy? Men, you’ll soon have the chance.

The house that Hugh Hefner built is teaming up with the world’s largest fragrance company to expand into the competitive market of celebrity-branded scents.

Coty announced that it has entered into a licence agreement with Playboy Enterprises to develop a new global men’s fragrance line under the Playboy brand name.

“Playboy’s rich history of glamour, indulgence and fun, combined with a cutting edge lifestyle creates the perfect formula for a new men’s fragrance line,” Coty CEO Bernd Beetz said in a release.

Playboy follows in the footsteps of David and Victoria Beckham, Celine Dion and Jennifer Lopez, whose fragrances are all distributed under the Coty banner.

The new fragrance is scheduled for global distribution beginning in the fall, with initial launch plans slated for Europe, North America, Latin America and Asia.

Financial terms of the agreement were not disclosed.