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LONDON — One Direction hasn’t lost its way on the fragrance front: One year after launching its first scent, it is coming out with a new special-edition juice known as That Moment.
This story first appeared in the March 21, 2014 issue of WWD. Subscribe Today.
The new fragrance, a riff on the original women’s scent Our Moment, will be available from April 2 on onedirectionfragrance.com, and at retailers globally. The band launched Our Moment last August.
Eden Parfums, the global license holder for the One Direction fragrances, said Thursday that Our Moment “broke records to become the fastest-selling fragrance of the year.” It said the band wanted to respond “by creating something new and even more special.”
WWD has also learned that a third women’s fragrance, a new pillar, is in the pipeline. Industry sources said that Our Moment has so far generated $70 million in wholesale sales, outstripping those of Justin Bieber’s fragrances.
Eden said the band, which is preparing to go on its 2014 world stadium tour “Where We Are,” worked closely on That Moment, which has a fruity fresh scent. The bottle is made from pink glass and has a glass diamond cap encased in a silver crown.
‘The response to Our Moment was amazing!” said singer Harry Styles. “We’ve created a new version of Our Moment that takes some of the original notes, like creamy musk and patchouli, and combines them with new scents such as refreshing cucumber, green apple and violet.”
The new scent has top notes that include green apple, cucumber and tangerine; middle notes of muguet peony and violet, and a drydown of patchouli, creamy musk and cedar wood.
The new fragrance will also be flanked by a body lotion, shower gel and roller ball. Prices range from 12 pounds, or $19.90, for a shower gel to 39 pounds, or $64.75, for a 100-ml. eau de parfum spray.