Not everything Jay Z touches turns to gold -- his cologne line is an absolute disaster and it's all his fault ... according to a lawsuit filed by the manufacturer.
Parlux Fragrances is suing Jay for failing to live up to his end of their deal. The company says it made a licensing agreement ... where it would use his name and image to launch Gold Jay Z in 2013.
But Parlux says Jay was supposed to do more -- like make social media posts and promotional appearances, but he declined. The co. says he refused to appear on 'GMA,' at Macy's and in Women's Wear Daily to pump up the scent.
