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LONDON — It may not be a mix of blood, sweat, vodka and a kiss of vermouth, but the new James Bond 007 fragrance, which launches at Harrods next month, aims to capture the mojo of the on-screen and literary hero.
This story first appeared in the July 27, 2012 issue of WWD. Subscribe Today.
Eon Productions, which produces the James Bond films, and Procter & Gamble Co. have joined to create the new scent to coincide with the 50th anniversary of the James Bond film franchise, and the launch of Bond film number 23, “Skyfall,” which is out in the U.S. in November.
The fragrance is an aromatic feugere with notes of fresh apple, cardamom, sandalwood and vetiver. The backbone contains lavender, moss and coumarin.
“The aromatic feugere fragrance family came to prominence in the Sixties — it was unmistakably masculine — mossy and ferny,” said Bill Brace, vice president of fashion brands for P&G Prestige.
“But that was a while ago, so we wanted to move it on and give it much more modern and sophisticated shell, which is why there’s fresh apple, cardamom, sandalwood and vetiver.”
The fragrance was created in tandem with Givaudan and Eon Productions.
“P&G really captured the essence of the brand,” said Keith Snelgrove, global business director of Eon. “We’d wanted to do a fragrance for 10 years, and we want this one to be a global success.”
Asked whether a new Bond women’s fragrance was in the pipeline at P&G, Snelgrove said: “As a licensor, our hope would be to continue to evolve the fragrances. We are looking at the brand from a long-term perspective, and we’re looking forward to a long-term mutual partnership with P&G.”
He pointed out that Avon has the license for the Avon Bond Girl 007 fragrance. Brace declined to comment on future launches.
The bottle is a dark blue glass flacon with a bumpy, mesh-like texture found on a series of James Bond’s cars. The silver twist cap is meant to look like one of the British spy’s myriad gadgets. The 007 logo is embossed on the front of the bottle.
The eau de toilette will be available in 30-ml., 50-ml., 75-ml. and 125-ml. sizes ranging in price from $30 for the 30-ml. bottle to $65 for the largest size.
The launch will begin on Aug. 15 at Harrods — which has the U.K. exclusive — and will be rolled out internationally in September in North America, Europe, the BRIC countries (Brazil, Russia, India and China) and the Far East.
In the U.S., P&G is targeting midtier department stores such as Kohl’s and Sears.
Brace declined to comment on retail sales projections; industry sources said P&G is aiming to generate $65 million in the first year, with 1.5 million bottles sold.
Brace said the target audience was: “Guys in their 20s and 30s who love Bond, who love adventure, gadgets, travel and being a man’s man with style and sophistication.” He added that P&G has noted a “high level of appeal” among female consumers buying gifts for their men.
The print advertising, designed by Greg Williams, who has created campaigns for five James Bond films, features a silhouette of a man who could be a member of MI6.
“It doesn’t feature any particular Bond star — it’s really more a conceptual representation of Bond’s world. The guys want to see themselves in that world and we wanted to help them step in,” said Brace.
Williams added: “It isn’t one actor’s face which represents Bond. It’s about the look and the iconography of Bond. I took inspiration from the original illustrations found on the early Ian Fleming books and aimed to harness the dream of Bond through cinematic lighting and by keeping his face a mystery.”
The campaign will run in print, TV and online and Brace said there will be tie-ins with the worldwide cinema premieres of “Skyfall” later this year.