New 1D Fragrance Is On Its Way!

One Direction are to release their third perfume in a year, it has been confirmed.

Named You & I, band member Liam Payne announced the news via Twitter and YouTube.

In the 15-second clip, Payne says that they have some "really, really big news for you guys", before stating that the fragrance will be on sale this summer.

Payne added: "We've worked really hard on it and tried to find a scent that we all like, and we worked really hard on designing the packaging and the bottle as well, so we can't wait for you guys to see it. Enjoy."

The band's first perfume Our Moment was released in August 2013, followed by a spinoff frangrence That Moment earlier this year

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Our Moment Nets 1D Boys A Small Fortune

It seems the One Direction boys have another hit on their hands. But it's their perfume that's setting the tills ringing this time,

Their scent, Our Moment, launched at Harrods on August 25 and is set to earn the boys over £360,000 in its first week on sale in the UK, according to beauty and fragrance experts.

The six-figure sum is calculated from pre-orders plus sales of over 3,000 bottles at Harrods in London in just two days.

Escentual.com CEO Rakesh Aggarwal said: 'Our Moment is predicted to sell around 180,000 units in the first week alone, making it one of the fastest selling fragrances of all time.

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'It’s certainly looking like it’s going to be the most successful celebrity perfume launch of the year and sales in America are expected to be bigger still,' says Aggarwal.

On the basis of 180,000 sales of the most popular 30ml Eau de Parfum, which retails at £19.99, the turnover for the first week will come in at nearly £3.6m.

Although the exact deal that the X Factor boy band struck with the perfume company is closely guarded secret, most industry insiders have estimated that Harry Styles, Zayn Malik, Niall Horan, Liam Payne and Louis Tomlinson will personally earn around £2 for every 30ml Eau de Parfum bottle sold, which means the group is due to bank £360,000 in 7 days.

The scent is due to go on sale at The Fragrance Shop on September 9. 'We launched the pre-order for Our Moment on August 1 and since then have taken over 20,000 pre-orders from across Europe,' says spokesperson Daniel Thompson.

'With such an interest we made the decision that Our Moment will need its own warehouse to help keep up with demand for what looks to be the biggest celebrity launch of 2013.'

Other products and gift sets are to be added to the range in the next month, just in time for the Christmas market which accounts for around 70 per cent of annual fragrance sales, and the boys are expected to earn around £2m from perfume sales over the festive season.

Escentual.com boss Rakesh Aggarwal said: 'I would anticipate turnover will top £10m for the range over Christmas - which would see One Direction around £2m richer by the end of the festive season, just from UK perfume sales.'

With such hysteria surrounding the launch, it's almost immaterial what it actually smells like. Fans are buying into their favourite band, not following their noses. Check out our beauty expert's verdict in the box, right.

Only time will tell whether it can beat the best-selling celebrity fragrance of all time, White Diamonds by the late Elizabeth Taylor - the scent brought in $75 million at retail in 2011, according to Euromonitor.

One Direction 'Our Moment' fragrance advert

Our Moment Fragrance Advert Released

One Direction have unveiled the commercial for their new fragrance Our Moment.

The group star in the new advert and fellow X Factor star Diana Vickers provides the soundtrack, with a rendition of 'My Favourite Things'.

The scent, which was announced by the chart-topping band in June, went on sale at Harrods.com on Friday (August 23) and in-store on Sunday (August 25).

Pre-orders were so popular that a waiting list was set up for fans hoping to get their hands on the coveted bottle.

Only four samples of the perfume - priced at £21 for 30ml or available at £12 for shower gel and £14 for body lotion - are said to have been sent out to journalists in advance of the launch

The band have confirmed that pink grapefruit, wild berries and redcurrants are some of the scents used in the fragrance, along with jasmine petals and freesias.

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