Olivann Beauty’s Dana Kline (3rd r.) with One Direction’s Zayn Malik, Liam Payne, Louis Tomlinson, Harry Styles and Niall Horan.
Following the much-ballyhooed debut of fellow teen heartthrob Justin Bieber’s scent, Girlfriend, One Direction is hoping to capitalize on its chart-topping record sales and nearly 20 million followers on Facebook and Twitter.
“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,” said One Direction’s manager, Will Bloomfield.
The group has partnered with Olivann Beauty, a spin-off of Fusion Brands Luxury Fragrance Division, to create the scent—lead by chairman and CEO, Eugene Melnyk, and president, Dana Kline. Olivann will market the launch as well as direct global sales and distribution.
“This is a true partnership,” stated Melnyk, “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.”
The project began last June, Kline said in an exclusive interview, when Olivann was connected with the band via talent broker Platinum Rye Entertainment as well as Theo Spilka, vice president of new business development and licensing, worldwide, at Firmenich—a partner in all of Olivann’s fragrances going forward. “At that point, I gave the commitment that if we were to partner, I would put all responsibilities aside and just work on this project,” Kline said.
The process has brought Kline to London six times in the past six months—where all creative and PR efforts are based. “The guys have been intricately involved in every piece of the developmental process,” she said, and video footage of the band learning how fragrances are made, conceiving the packaging and shooting ad visuals will comprise an online campaign targeting its digitally-minded fans.
And One Direction’s fans are an integral part of the fragrance’s overall positioning, Kline said, noting that its concept aims to give wearers confidence and that its ad spend will service fans who convene on Twitter to chat about their favorite members—as opposed to traditional print advertising. “We will concetrate on mobile apps, social media destinations and create an interactive website touting gamification, education and ways for girls to interact with one another and talk about scent,” Kline said.
Distribution is also fan-centric: the fragrance will be pre-sold at One Direction concerts. “The band was adamant,” Kline said, “that it start shipping to fans before shipping to anyone else.”
While additional details will be revealed at a press conference in coming months, Kline revealed that the juice was created by Firmenich’s Richard Herpin with packaging by Chad Lavigne.
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