007: Licensed to Smell
It's hard to believe watching Daniel Craig parachute into the Opening Ceremony of the Olympics, but Bond turns 50 this year (or at least the stories do). To celebrate in true British style, a fragrance has been created with Olympic partner Procter & Gamble, which will be sold in Harrods.
The inspiration behind the juice is described as "...Masculinity, charm and elegance. [Bond] is the quintessential icon with whom men everywhere identify. He is celebrated and reknowned across the world; an untouchable fantasy - as revered by men as he is desired by women."
So what does the smooth and suave Mr Bond smell like? Vetiver, Apple, Lavender and warm woods have all gone into the fragrance.
"At the time when the first Bond films of the 1960s revealed the ultimate masculine icon, the world of male fragrance witnessed the dawn of the unofficial hero scent signature for men the Aromatic Fougere family of perfumes. This fragrance type epitomised the virile, vibrant masculinity of the times and continued to prosper into the 21st century. Only an Aromatic Fougere could bring to life Bonds unique blend of masculinity and sophistication. Unapologetically masculine the Fougere backbone is rich with lavender, for a reassuring, yet elegant aromatic masculinity moss and coumarin undertones create the 007 Fragrance."
The flacon is designed to reflect the literary hero's lifestyle, with a nod towards fast cars, sleek design and concealed gadgetry. In dark blue and silver, it features the globally recognised 007 emblem on the front.
The bottle features in the ad campaign, which has been shot by Greg Williams, the onsite photographer of the advertising for the last five chapters in the Bond Film story. The minimalistic campaign features all of the images we are familiar with and "Bond" is in shadow in classic suit and bow tie. 007 is available worldwide on a Harrods exclusive from August 15th. 75ml of EDT will retail at £32, with 125ml available for £42.