This guy Jay Z just can’t be stopped.

After responding to criticism surrounding the recent racial profiling with Barney’s, Jay is gearing up to release a men’s fragrance simply titled “Gold”

The scent will be  available for purchase Nov. 20 at Barney, which coincides with the emcee’s upcoming holiday line, and then will appear in Sephora, Macy’s, Dillard’s Nordstrom and other department stores. Hov will also be using his #NewRules marketing campaign to promote the scent.

According to reports, the Macy’s in New York’s Herald Square has something special planned. If customers stop by an interactive window their reflection will transform into a gold avatar. Billboards of the new fragrance will also litter a city near you in promotion.

It’s reported, Jay rejected more than 3,000 fragrance names before choosing gold and retailed at $39 to $70 a bottle, the new men’s eau de toilette is affordable despite its expensive namesake.

Well thank God, Hov is releasing a scent, maybe now dudes can stop with the YSL Cologne.