GENEVA — P&G Prestige, a division of Procter & Gamble Co., has signed a licensing deal to produce and market men’s fragrances under the James Bond 007 name.
This story first appeared in the June 17, 2011 issue of WWD. Subscribe Today.
The first men’s fragrance is due out in fall 2012 to coincide with the release of the 23rd Bond film and the 50th anniversary of the movie franchise, which began with the release of “Dr. No” in 1962.
The licensing agreement was signed with EON Productions Ltd. and Danjac LLC. The U.S.-based Danjac co-owns, with MGM, the copyright to existing Bond films and the right to produce future productions plus Bond merchandise, according to the companies.
Bill Brace, vice president of P&G Prestige, stated the James Bond aura “appeals to a broad target group and represents a good opportunity to give men access to the high-end world of 007.” He added the marketing mystique has the right ingredients for fragrance: “It’s timeless, aspirational, iconic.” The Bond fragrances will be housed in the fashion pillar of the Prestige division, which also includes Hugo Boss, LaCoste and Puma.