LONDON — Bond is back. The third fragrance in the James Bond 007 franchise, called Quantum, which is launching exclusively at Harrods this month, is inspired by the infamous agent’s knack for remaining calm under pressure.
“We went back to what we have learnt in our journey: What really gets the hearts of our fans racing is the dangerous encounters that James Bond deals with, and the fact that he does it with cool sophistication. He is always cool under pressure,” Mary Carmen Gasco-Buisson, associate marketing director, James Bond Fragrances at Procter & Gamble, told WWD. “Given that it is such a high-interest aspect of Bond for our [fans], we decided to translate that into a fragrance. Our third fragrance retains the masculinity that is so important for James Bond, but it brings in a few unique aspects. We have brought in Juniper berries, which you may be familiar with as they are one of the key ingredients in gin. They bring a lovely decoration to this new fragrance. We also married that with leather accord. That combination creates a fragrance that is much more spicy and much more adrenaline-fueling than what we have in the rest of the lineup.”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)