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one direction perfume


Oh you’re joking me! On the back of dress-up-One-Direction apps, sticker books and a battalion of other ruthless mega-money making ventures, One Direction has gone for the financial bullseye and brought out a perfume.

It’s so cheesy that Mr Muddy would scoff it in seconds with a decent dessert wine, but of course, this being One Direction, there’s a massive waiting list to be sprayed in their, um, scent.

The boys, of course, take a close interest in their business affairs. I know, for example, that Harry had serious input into whether the base notes should be more bergamot or cinnamon, and Liam insisted on the high note of citrus “because it’s such a fresh vibrant scent and think girls who wear it are really sexy” (yeah, yeah, I’m making this up- back in your cages, One Direction lawyers).

So the perfume. Well, I’m loving the girly pink bottle with tutu netting (very primary school friendly), I’ve fallen for Zayne’s sensitive, pained expression looking sideways off the box as if he’s already regretting this horrific marketing development. I love the fact they’ve put the one no-one remembers in the middle.

And who will buy the perfume? Well, here’s a clue. ‘Twill be available in a special pop up store in Harrod’s children’s department. The only question is – better to attract the attention of the kids …. or their mothers?!

Our moment by One Direction launches this Friday Friday online at and in store from Sunday.

Find more ideas here

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