first fragrance - Our Moment
, named after the group's song, Moments - is causing a frenzy among fans, especially teenage girls, many of which are lining up in droves at Harrods in London right now.
The fragrance officially launches in Macy's in the U.S. and at Harrods in London on August 25th - but the boy band
won't be making an appearance anywhere.
Macy's shoppers can reserve a bottle on the retailer's website, for shipping or in-store pickup on October 25th. At Harrods, the fragrance will be sold via a pop-up retail counter within Harrods' Childrenswear (really?) department on the fourth floor. The London retailer is expecting it to sell out within a few days.
The fragrance is also being sold on Eden Parfums' UK based website named after the group. It is expected to roll out to more doors, worldwide, on September 2nd.
What's the packaging like?
A pale pink hexagion-shaped bottle, crowned with a silver tiara-shaped cap - and what looks like an upside-down pink ballet tutu inside the crown. The pink box features photos of the boy band.
And, the scent?
created the pink-hued juice, which contains pink grapefruit, wild berries and red currants; combined with jasmine petals, frangipani, musk and patchouli.
The Fan Frenzy Began When..
One Direction first announced the fragrance's launch to its fans back in June by posting this note on its website --
“We’ve loved every step of creating this special fragrance for you, our incredible fans. We are very proud of it and hope you love ‘Our Moment’ as much as we do...We love you. XX, 1D.”