Our Moment
One Direction - Our Moment

August 29, 2013

Release Order


That Moment

Our Moment is the name of the boys first perfume product. It was released on June 6, 2013 in London, on August 29, 2013 in Harrods and September 9, 2013 nationwide in the United Kingdom. It was first announced on June 5, 2013.


The boys saw a petition, created by a fan, to have a perfume made and they got the idea from them.

“Funny enough, there was a fan on twitter who made a petition to have us make a fragrance and we spoke to management about it and took it from there,” Liam claimed. “It did happen! We just got really into it and thought we’d rather have something to do with it than whacking our name on it and going, ‘Here’s One Direction's smell’.” [1]

Speculation that a perfume was to be released began in mid-2012 and on June 5, 2013, the first official announcement about the fragrance was released.

"The guys are proud to be announcing the details of the new #1DFragrance TOMORROW… Stay tuned! 1DHQ x"[2]

Harry was the first person to reveal the name of the fragrance on twitter [3], followed by Niall [4], then the official 1D account. The 1D account also released a "vine " (a 6 second maximum video clip) with Niall promoting the fragrance[5].

The fragrance was released at Harrods on August 29, 2013 and there were cardboard cut outs of the boys from the trailer, large cardboard cutouts of the perfume bottle as well as a display of the boys favourite fragrances from the perfume.


There was a launch held in London on June 6, 2013 at the Gherkin. Laura Whitmore opened and presented the launch and a behind the scenes clip from the advert for the fragrance, due to be shown on TV soon, was played first. During the clip, Harry said "It’s all stuff we've picked, we went through all the stages. We chose the base smells and all the things like the packaging and the bottle. Seeing it come together is crazy."

Harry also explained the name was based loosley around the song Moments: "I think it’s a great thing between us and the fans". Liam said "We love the idea behind a fragrance as you mix individual scents to create something so much better!". He also elaborated the process that they've gone through making this perfume “To be honest with you we've never had so many meetings to make something, this is like a complicated piece of art. A lot of love went into this.”

When asked to describe the fragrance in one word during the launch: Harry: Fresh! Liam: Sweet! Louis: Subtle! Liam: Amazing! Louis: Decent! Liam: It lasts forever.... Louis: Yeah, it never runs out.


The perfume's cost is £39/$55 for 100ml, £29/$45 for 50ml and £21/$35 for 30ml. There is an option for Eau de Parfum spray, body lotion, rollerball and shower gel.

It was released in Harrods on August 25th and nationwide 2 weeks later, on September 9th.

Harry described it as smelling "like a summer's day"[3]. A beauty blogger at the launch described it as fresh, sweet and subtle.

It's top notes are pink grapefruit, wild berries & redcurrants. It's mid notes Fresh Freesia, Jasmine Petals & Frangipani. The dry notes are Creamy Musk, Sheer Woods & White Patchouli.


There were 4 second trailers released from the week beginning Monday August 12th, one for each boy. First was Louis,[6] then Harry,[7] then Zayn,[8] then Niall,[9] and then Liam.[10]

The full length advert for the fragrance was released on August 24, 2013. It features the song 'My Favourite Things' covered by Diana Vickers.

There was also a "Journey of the 1D Fragrance" video posted on the official Our Moment website. It is a listed youtube video meaning only those who accessed the video through the website could see it. The video showed all of the different stages the perfume went through. The band also released a short film on June 17, 2013. A third video was posted on November 27, 2013 and it was a short clip of the perfume with a Christmas theme to it.


  • Liam said at one point in the conference “To be honest, this is the first time we’ve seen it... I WAS JOKING!”
  • Niall said “I had a little tester bottle and my mam is a big fan, so that’s all my Christmas presents cleared up!” during the conference.
  • When asked to describe what a beautiful girl smells like at the launch, Harry said “Fruity…” and Louis replied “Let’s be honest, what girls really smell that fruity?!”
  • When asked to describe what a beautiful girl smells like in one word:
Harry:“It’s a bit hard to come out with a word without sounding a bit weird. Umm....fresh?” Liam: “Sweet.” Louis: “Subtle.” Niall: “Classy.”



  1. Heatworld Details about the launch
  2. Twitter One Direction Official Account Tweet, June 5, 2013
  3. 3.0 3.1 Twitter Harry's tweet revealing the name
  4. Twitter Niall's tweet about the name of the fragrance
  5. Vine Niall's vine
  6. YouTube Louis
  7. YouTube Harry
  8. YouTube Zayn
  9. YouTube Niall
  10. YouTube Liam

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