One Direction, Beauty
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.