One Direction To Launch Debut Fragrance

Chart-topping boyband One Direction is partnering with Olivann Beauty, a spin-off of Fusion Brands Luxury Fragrance Division, to release their debut signature fragrance. Olivann Beauty will be responsible for all marketing to support the fragrance launch in 2013 while directing global sales and distribution efforts.  

One Direction is one of the biggest acts in music today. They've become an international force, winning a BRIT Award, three Teen Choice awards, three EMAs and three MTV Video Music Awards including Best New Artist this year. One Direction's second album, Take Me Home, was released on November 13, 2012.  It debuted at No. 1 on the Billboard 200 chart, with sales reaching 540,000 copies in its first week of release, making it the band's second Number 1 album in less than one year. The album reached number 1 in 36 countries globally. To date, One Direction has sold over 17 million records globally, their videos have been watched nearly 700 million times on VEVO, and they have over 11 million followers on Facebook and over 8 million followers on Twitter.

"As a band, we have been discussing making a fragrance for our fans for quite a while so we're really excited to finally have this opportunity. We've been working away on this and we're very proud of the way it has turned out. We really can't wait to hear what our fans think," says Niall Horan from One Direction.

"The band is incredibly passionate about this project and has been closely involved in the creation of the scent, the packaging and bottle design, and the name itself.  The name of the fragrance is still confidential, but more news will be revealed in early 2013," states One Direction's Manager, Will Bloomfield, of Modest! Management.

The launch sees the band join a $33B fragrance industry. Details of the fragrance scent and bottle are still closely under wraps with additional news soon to be released for this global campaign. It will be the first product line launched from a portfolio of One Direction fragrances and ancillaries related to these fragrances.

Olivann Beauty Chairman & CEO Eugene Melnyk comments, "We are thrilled to partner with One Direction, one of the biggest names in the entertainment industry. This is a true partnership in both scope of products we will develop together and term. We've had global success with our CLEAN™ brand and are poised to replicate that success in the fashion and celebrity space.  We pride ourselves on only introducing new products that will change the game and set the example for those that follow."

Olivann Beauty's President, Dana Kline, has more than 20 years of experience in the field, and has worked on the planning and development for prestigious brands such as Prada, Nina Ricci, Carolina Herrara, Diane Von Furstenberg, Givenchy, Christian Dior, Beyonce, Nautica, David and Victoria Beckham and Annick Goutal.

Kline adds, "We are incredibly excited to be partnering with One Direction and Modest! Management to launch the band's first fragrance. The band's success and ability to connect with their fans is inspiring. This project will focus on these fans, helping them create a greater connection with the band through the fragrance."

About Fusion Brands Inc

Fusion Brands is the parent company of international beauty brands including FusionBeauty ColorCeuticals® and Luxury Fragrance Division spin-off Olivann Beauty which houses global brands including CLEAN™. Founded in 2003, the company has established itself as a leader in innovative beauty by fusing breakthrough scientific technologies and ingredients with luxurious make-up, skincare, fragrance and bath & body products.  These scientifically advanced products are sold in over 39 countries around the world, having gained an international following due to their effectiveness, innovation and broad consumer appeal. The CLEAN line of fragrances, which are inspired by soap and include Warm Cotton, Shower Fresh and Fresh Laundry, have expanded into a comprehensive lifestyle brand of bath, body and skincare products. The FusionBeauty line-up includes LipFusion®, StimuLashFusion®, LashFusionXL®, as well as LiftFusion®. For more information on Fusion Brands please visit www.fusionbrandsinc.com.  Fusion Brands is 100% owned by Eugene Melnyk, whose interests also include pharmaceutical businesses, including Trimel Pharmaceuticals Corporation (TSX symbol: TRL) as well as cosmeceuticals, biotechnology and sports and entertainment enterprises.  

Global Industry Analysts, Inc. report

Global Fragrances and Perfumes Market to Cross US$33 Billion by 2015, According to New Report by Global Industry Analysts, Inc.

GIA announces the release of a comprehensive global report on Fragrances and Perfumes market. The global market for fragrances and perfumes is forecast to reach over US$33 billion by the year 2015, driven by growing trend towards consumer urbanization, higher spending propensity and heightened importance of personal appearance and grooming. In addition, increased demand for youth-oriented, floral and exotic fragrances and celebrity perfumes will set the pace for rapid market expansion. Although women's perfumes continue to remain the mainstay and garner maximum sales, the hitherto dark horse, men's perfumes category is projected to plod ahead at a rapid pace, underpinning today's metrosexual male's desire to both look and smell good.

Take Me Home album statistics

One Direction has scored its second No. 1 album in less than a year, as "Take Me Home" explodes atop the Billboard 200 chart with 540,000 copies sold in its first week, according to Nielsen SoundScan (as reported by Billboard).