UAE. Under the patronage of The Dubai Chamber of Commerce, UAE-based ScentStory FZE has launched a new fragrance in Dubai: 24 The Fragrance.
The first selective fragrance to be designed and developed in Dubai, 24 The Fragrance is the result of the collaboration between ScentStory and Twentieth Century Fox Licensing and Merchandising.
Inspired by the award-winning American television series, 24 The Fragrance was unveiled on 2 June at an exclusive event in Cinestar Cinemas, at Mall of the Emirates in Dubai.
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One of the most acclaimed dramas on television, 24 first aired in the US on 6 November 2001, and follows 24 consecutive hours in the life of Jack Bauer, played by Kiefer Sutherland (left), a maverick anti-terrorist agent | |
One of the most acclaimed dramas on television, 24 follows 24 consecutive hours in the life of Jack Bauer (played by Kiefer Sutherland), a maverick anti-terrorist agent.
24 The Fragrance is inspired by the central character, Bauer. “The man behind this exceptional perfume is enigmatic with incredible self-assurance. He conveys an air of extreme distinction. He is urban, cosmopolitan, but above all a hero,” ScentStory said.
The fragrance contains top notes of lavender, mandarin orange and bergamot, completed by a dash flash of lemon. Heart notes include nutmeg, cinnamon, pink pepper, mint, caraway and anise, settling into a base of amber, musk, oak moss, vanilla and wood.
The packaging of 24 The Fragrance echoes the masculine notes of the scent itself. The bottle features clear lines, with the 24 logo printed in silver foil, and a heavy metallic cap.
24 The Fragrance will launch first in the UAE, in Virgin Megastore outlets across the region. During this launch phase, it will not be available anywhere else in the world. It will be progressively rolled out across other selective fragrance retailers in the UAE and then the wider Middle East.
24 The Fragrance will be available as a 100ml edt at a retail price of AED250 (USD68.00).
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The packaging of 24 The Fragrance echoes the masculine notes of the scent itself, featuring clear lines, with the 24 logo printed in silver foil and a heavy metallic cap; it is available at a retail price of AED250 (USD68.00) |
The fragrance enjoys the patronage and support of The Dubai Chamber of Commerce. Dubai Chamber Members Services Director Said Mahdi Al Mazim said: “As a facilitator of businesses in Dubai, the Chamber is on the forefront of all economic development and better business endeavours.
“We wholeheartedly support all events that work towards the betterment of any economic sector, in this instance, the local company ScentStory FZE which is behind the product design and manufacturing along with three other Dubai-based companies to market the fragrance internationally. I am sure this project will inspire many others to follow suit in producing specialised products like perfumes/colognes, just the way Paris, London and New York does.”
Twentieth Century Fox Licensing & Merchandising (London, UK) Senior Vice President and Managing Director Carl Lumbard added: “When ScentStory approached us with the 24 fragrance proposal, we were immediately impressed by the potent brand synergy it would create. The resulting fragrance and packaging reflects the key brand values of 24 and encapsulates the strong, tough and self assured character of Jack Bauer, the central star of the show.
“Our partnership with ScentStory is key to the long term success of 24 The Fragrance and we have every confidence in their ability to continually innovate and develop the concept further.
“We are extremely excited to introduce this fragrance to you. Inspired by Jack Bauer and the award-winning TV show, the fragrance captivates the essence of 24: a dynamic, masculine fragrance presented in an innovative yet refined bottle & packaging. Importantly, we are confident that fans of 24 – especially fans of Jack Bauer – will be enlivened by this unique proposition, taking their 24 brand experience to a new level.”
About ScentStory FZE
ScentStory FZE, a UAE company, was founded by Gabriel Chami, who has over a decade of experience working in the fragrances industry throughout the Middle East. An avid fan of the 24 television series, Chami approached Fox to create 24 The Fragrance. Following acceptance of his proposal by Fox, Chami recruited Daniel Clarke to the project to head the design and marketing development.
About Fox Licensing & Merchandising
Twentieth Century Fox Licensing and Merchandising licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company as well as third party lines. The division is aligned with Twentieth Century Fox Television, the top supplier of primetime entertainment programming to the broadcast networks.
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