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15 Février 2007, 07:37am

Publié par Ch'tite K.

Jon Bon Jovi Launches New Cologne

Rocker JON BON JOVI played his old hair-band faves like "Living On A Prayer" last Thursday in a NYC concert to celebrate the launch of his new cologne and help raise money for the homeless.

Jon has joined designer KENNETH COLE to roll out the men's fragrance, R.S.V.P., available in Kenneth Cole New York retail stores and Saks Fifth Avenue. The sexy frontman also appears semi-shirtless in a new commercial for the cologne, playing his hit song, "Who Says You Can't Go Home." (See him shooting the ad in our video at right!)

"I think what Jon is doing is terrific, and he's a guy who thinks about what's going on in the world," said HOWARD STERN, who attended the show with girlfriend BETH OSTROSKY. DAVID SCHWIMMER, RICHIE SAMBORA and model PETRA NEMCOVA also turned out for the big-ticket concert and auction, which raised $1 million for Habitat for Humanity, HELP USA and the Philadelphia Soul Charitable Foundation. You can still bid on items through Feb. 15th at www.rsvptohelp.org.

"We've built 49 houses thus far in the last year, year and a half," Jon said. "After tonight's money, we're gonna build a lot more."

Cole hopes to raise awareness about homeless issues with this launch and has also designed black leather Bon Jovi jackets with rocker details, like lace-up zippers and shirt-detailing.

"They're Jon's jackets," he says of the black, shirt-detailed styles. "We found an archival photo of a jacket that he's worn over the years. One is leather, a little rock and roll, the other is cashmere-wool. But it's all Jon."

Jon told us at his photo shoot, "If you saw this coat on the rack you'd say, 'I could wear that.' You don't have to be a rock and roll star to do it. We modernized it a bit, toned it down a bit."

They may be a bit pricey at $795, but proceeds from the jackets benefit HELP USA, a national not-for-profit organization with a mission to empower the homeless and others in need to become and remain self-reliant.

For more on Jon's jackets and fragrance, visit www.kennethcole.com.