One Direction Takes Over Macy's to Launch "Our Direction" Fragrance
Macy's announced that One Direction's highly-anticipated debut fragrance "Our Moment" is officially available tomorrow at more than 650 Macy's stores across the country and on macys.com. First introduced in the UK during the summer, the vibrant and playful, fruity floral fragrance is striking just the right note. The fragrance was inspired by and is dedicated to fans. To celebrate the U.S. launch, Macy's will host a music takeover in stores across the country tomorrow with tunes from the band's two globe-conquering albums, "Up All Night" and "Take Me Home." Macy's One Direction music takeover will also include the hit single from the band's third studio album "Midnight Memories," titled "Best Song Ever," which recently won MTV's 2013 Video Music Award for "Best Song of Summer." Fans will also recognize some familiar voices playing on Macy's airwaves - Harry, Liam, Louis, Niall and Zayn will join in the fun with special exclusive shout-outs to Macy's customers that will play throughout the day.
"We know how eagerly One Direction fans have waited for the 'Our Moment' fragrance to launch here in the United States, and are excited to offer the collection nationwide and on macys.com," said Martine Reardon, Macy's chief marketing officer. "We know our customers will also have fun hearing the band's music in our stores today, helping launch what is anticipated to be one of the most popular fragrances with our shoppers throughout the holiday gifting season."
"Our Moment" is a sparkling, juicy and feminine fragrance made up of splashes of fresh fruit and seasonal flowers infused with undertones of warm musk. The pink grapefruit, wild berries and red currants, combined with the delicacy of jasmine petals, and frangipani with the dry, woody tones of musk and patchouli leave an enticing and playful scent on the skin. The band worked closely with fragrance experts in choosing their favorite scents and was involved in every step of the creation process, including the design of the bottle and packaging. The collection, available in store and online, ranges in price from $15 to $59.50 and includes Eau de Parfum (available in 1.7 oz and 3.4 oz), shower gel and body wash, as well as a rollerball available only at macys.com.