It's only just hit the shelves, but experts are already predicting it'll amass millions of pounds in sales.
One Direction's first-ever fragrance, Our Moment, is expected to make the boys £360,000 in its first week alone, according to beauty and fragrance experts.
In fact, such is the power of Harry Styles, Zayn Malik, Louis Tomlinson, Niall Horan and Liam Payne's appeal, it's predicted Our Moment will be the most successful celebrity perfume launch of the year.
Rakesh Aggarwal, CEO of Escentual.com, said: "Our Moment is predicted to sell around 180,000 units in the first week alone, and is one of the fastest selling fragrances of all time.
The six-figure forecast was calculated from pre-orders of the perfume since it went on sale and from phenomenal sales of over 3,000 bottles at Harrods, London in just two days.
On the basis of 180,000 sales of the popular 30ml perfume retailing at £19.99, the turnover for the first week was predicted in come in at almost £3.6 million.
Although the exact deal that the boys struck with the perfume company is a closely guarded secret, most industry insiders have estimated that they'll personally earn around £2 for every 30ml Eau de Parfum bottle sold.
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And with other products and gift sets due to be added to the range in the next month - just in time for the big Christmas market which accounts for around 70 per cent of annual fragrance sales - the boys are expected to earn around £2 million from perfume sales over the festive season.
Rakesh Aggarwal continued: “This is clearly going to be the hottest fragrance for 2013 and 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.”
The latest One Direction venture comes amid a non-stop few months for the boys, which have seen them tour, unveil a new single and release their first movie, This Is Us.
And judging by experts' predictions for their perfume it's set to be as successful as the rest; which could see it outsell other celebrity scents, such as Lady Gaga’s Fame, Beyonce’s Heat, Justin Bieber’s Someday and David Beckham's Homme.
However, the best-selling celebrity fragrance of all time is still White Diamonds by the late Elizabeth Taylor, but that could all change with 1D's release.
The 'Our Moment' fragrance is described as fresh fruit and seasonal flowers infused with undertones of warm musk and contains pink grapefruit, wild berries and redcurrants, combined with the delicacy of jasmine petals and frangipani with the dry woody tones of musk and patchouli.
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