The One Direction perfume is on sale now
The much hyped release of One Direction’s first perfume “Our Moment” is set to earn the boys over £360,000 in its first week on sale in the UK according to beauty and fragrance experts.
The six-figure sum is calculated from pre-orders since it went on sale and from phenomenal sales of over 3,000 bottles at Harrods in London in just two days.
Escentual.com CEO Rakesh Aggarwal said: "Our Moment is predicted to sell around 180,000 units in the first week alone, and is one of the fastest selling fragrances of all time.
It’s certainly looking like it’s going to be the most successful celebrity perfume launch of the year and sales in America are expected to be bigger still.”
On the basis of 180,000 sales of the most popular 30ml Eau de Parfum, which retails at £19.99, the turnover for the first week will come in at nearly £3.6m. Although the exact deal that the X Factor boy band struck with the perfume company is closely guarded secret most industry insiders have estimated that Harry Styles, Zayn Malik, Niall Horan, Liam Payne and Louis Tomlinson will personally earn around £2 for every 30ml Eau de Parfum bottle sold, which means the group is due to bank £360,000 in 7 days.
Other products and gift sets are to be added to the range in the next month, just in time for the Christmas market which accounts for around 70% of annual fragrance sales, and the boys are expected to earn around £2m from perfume sales over the festive season.
Escentual.com boss Rakesh Aggarwal said: “This is clearly going to be the hottest fragrance for 2013 and I would anticipate turnover will top £10m for the range over Christmas - which would see One Direction around £2m richer by the end of the festive season, just from UK perfume sales.”
The hype about the boys perfume has been ramped up of the past few months, with a big PR campaign alongside the release of their film..
The perfume is set to go to the top of the perfume charts outselling all recent celebrity fragrances including both Lady Gaga’s Fame, Beyonce’s Heat, Rihanna's – Reb’l Fleur and Rebelle, Justin Bieber’s Someday, David Beckham's Homme, and J Lo's Glow.
The best selling celebrity fragrance of all time is still White Diamonds by the late Elizabeth Taylor. That said there is a real chance that 1D's perfume could outshine them all.
The Our Moment perfume has a blush pink colour and comes in a hexagonal shaped bottle with a metal crown cap. The fragrance is described as fresh fruit and seasonal flowers infused with undertones of warm musk.
The scent contains pink grapefruit, wild berries and redcurrants, combined with the delicacy of jasmine petals and frangipani with the dry woody tones of musk and patchouli leaving an exciting and playful scent on the skin.