One Direction

Justin Bieber may want to protect his hold on the teen fragrance market with a new scent.

He’ll soon face competition from the English-Irish boy band One Direction, which is aiming squarely for Bieber’s audience with the introduction of a women’s scent next fall.

This story first appeared in the November 30, 2012 issue of WWD.  Subscribe Today.

The five member band (think big hair, groomed brows, skinny jeans and pop ballads) have inked a licensing deal with Olivann Beauty, a spin-off of Fusion Brands Inc.’s Luxury Fragrance Division, to release its first fragrance and ancillary products. Bandmates Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson and the company have been working on the concept for about six months, said Dana Kline, president of Olivann Beauty. She added the fragrance will launch globally in fall 2013 at department stores, concentrating first on markets where the band is touring and then continue to roll out from there. More details, such as the name, will be released early next year.

The band, billed as a modern-day “British Invasion,” has amassed legions of fans with upbeat pop songs like “Live While We’re Young” and “What Makes You Beautiful.”

One Direction, which rocketed to stardom on the U.K.’s version of “The X Factor,” released its second album, “Take Me Home,” on Nov. 13. It made its debut at number one on the Billboard 200 chart, selling 540,000 copies in the first week, making it the band’s second chart-topping album in less than a year.

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