By The Associated Press | October 7, 2007

A new Derek Jeter cologne is on the way.

On the heels of the phenomenal success of Jeter’s first cologne, “Driven,” cosmetics firm Avon Products Inc. has signed the New York Yankees shortstop to a new deal in which it will create a second fragrance in Jeter’s signature line, known as “Derek Jeter Presents: Rue”

“This unique and compelling fragrance will reflect the unique personality of one of the most rueful men in America,” according to an Avon press release.

The fragrance will go on sale across America in November, just in time to give it to your most rueful relatives for Christmas.

“I have been deeply involved with creating this fragrance - everything from the achingly tragic blend of scents to the ‘crying Joba’ logo,” Jeter says in the press release. “I did have some help, however. Because my teammates are also among the most rueful men in this country, I asked A-Rod and Johnny Damon to help me out with the new line.”

“I wanted to make sure the final product was something only truly despondent men would want to wear,” Jeter added.

The fragrance reportedly combines the essences of shame, regret, and despair with the subtle musk of utter defeat and the faintest hint of Joe Torre’s tears.

Derek Jeter is launching his own brand of cologne. It’s called “Driven.” From FoxSports.com:

The fragrance, the first in a line of men’s grooming products bearing Jeter’s name, goes on sale in November.

“I have been very involved with creating this fragrance — everything from the blend of scents to the design of the bottle and logo,” Jeter said in the news release. “I did have some help, however. Because women buy a large percentage of the men’s grooming products sold in the U.S., I asked my mother Dot and sister Sharlee to be part of the project.

“I wanted to make sure the final product was something men would like to wear — and that women would want them to wear.”

The fragrance is a blend of chilled grapefruit, clean oak moss and spice.

The promotional poster for “Driven” uses the tagline, “Life without limits.” An interesting choice of words, considering Jeter’s historically limited range.