24 The Fragrance launches in Middle East

Samantha Loveday

By Samantha Loveday

May 22nd 2009 at 10:32AM
24 The Fragrance launches in Middle East

Dubai-based company creating a scent inspired by award winning TV series.

20 Century Fox L&M Europe has signed a deal with Dubai-based company ScentStory to create a fragrance inspired by TV show 24 and its central character, Jack Bauer.

The resulting fragrance will launch in June and will be marketed exclusively in the Middle East.

According to ScentStory, the fragrance will encapsulate the energy and drive of the show, as well as the strong, self-assured character of Bauer. The bottle and packaging have been designed with a robust, masculine look to complement the structure of the scent.

"When ScentStory approached us with the 24 fragrance proposal, we were immediately impressed by the potent brand synergy it would create," said Carl Lumbard, SVP and MD of 20th Century Fox L&M.

"The resulting fragrance and packaging reflects the key brand values of 24 and encapsulates the strong, tough, 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."

Founder of ScentStory, Gabriel Chami, added: "I am an avid fan of the 24 TV series and embarking on this project has fulfilled a long held ambition, to create an original fragrance product for the 24 brand."