One Direction launches Our Moment

By Ashley Kowalewski

Following in a long line of pop stars who have ventured into the world of fragrance creation, English-Irish boy band One Direction is set to release its debut scent, a woman’s fragrance dubbed Our Moment.

Since millions of screaming teenage girls make up the core of its fan, it’s no surprise that 1D’s Our Moment fragrance would be geared to please them. Not that there isn’t stiff scent competition: Their crowd is quite possibly already spritzing perfume from the likes of Justin Bieber, Katy Perry, Paris Hilton and Britney Spears.

According to scent execs, the boys took part in every aspect of the fragrance creation process, banding their noses together to build a scent they would be proud of and that would appeal to 1D devotees. Listed as a “vibrant and playful fruity floral,” Our Moment includes juicy fruity top notes of pink grapefruit, wild berries and redcurrants; a floral heart of jasmine, freesia and frangipani; and a warm, sweet base of musk, sheer woods and white patchouli.

The band—comprised of Niall Horan, Harry Styles, Louis Tomlinson, Zayn Malik, and Liam Payne (all aged between 19 and 21)—got their start as solo artists, but were assembled as a group when notorious talent judge Simon Cowell saw them audition on The X-Factor in 2010. He signed them to his record label immediately after they came in third in the televised singing competition. Wonder if Cowell predicted their perfume potential too.

Our Moment hits fragrance shelves this September and includes a saving-your-pennies-for-the-new-album roller ball perfume at $20 (10 ml) so you’ll still have some cash left over for posters of Harry, and to go see the upcoming doc, One Direction: This Is Us, which is slated to arrive theatres this August.

Our Moment EDP, $54 (50 ml), www.shoppersdrugmart.com, www.onedirection.edenparfums.com