The first full-length commercial for Our Moment, the first official fragrance from One Direction, debuted online on Aug. 24, 2013. One Direction's official YouTube channel is among the Internet outlets where the video can be seen. "Our Moment" immediately began a trending topic worldwide through Twitter. The ad shows the five members of One Direction goofing off and frolicking with fragrant items, such as oranges, berries and flowers. The soundtrack to the ad is Diana Vickers' version of "My Favorite Things," a classic song from "The Sound of Music."
On June 6, 2013, One Direction held a press conference at the Gherkin in London to officially announce the group's first fragrance: Our Moment, which goes on sale at Harrods in London on Aug. 25, 2013, and everywhere else on Sept. 9, 2013.
Back in December 2012, Olivann Beauty announced that it was partnering with One Direction to sell a fragrance for females, which "will be the first product line launched from a portfolio of One Direction fragrances and ancillaries related to these fragrances," according to an Olivann Beauty press release. Marie Claire's U.K. edition first broke the story in October 2012 that there was a One Direction fragrance that was being planned for a launch in 2013.
The Our Moment fragrance has U.K. retail prices of £39 for 100 ml, £29 for 50 ml and £21 for 30 ml.
The fragrance will be available in eau de parfum spray, body lotion, rollerball and shower gel, according to Olivann Beauty, which describes the fragrance as smelling like a combination of pink grapefruit, creamy musk, red currants, jasmine petals, white patchouli, fresh freesia, wild berries, and sheer woods.
As with any major product launch that involves One Direction, there's a high probability that the group will do a personal appearance at Harrods or another retailer to promote the Our Moment fragrance. However, no announcement has been made yet.
In a December 2012 press release about the fragrance, One Direction's Niall Horan commented: "As a band, we have been discussing making a fragrance for our fans for quite a while so we're really excited to finally have this opportunity. We've been working away on this and we're very proud of the way it has turned out. We really can't wait to hear what our fans think."
One Direction manager, Will Bloomfield of Modest! Management added: "The band is incredibly passionate about this project and has been closely involved in the creation of the scent, the packaging and bottle design, and the name itself."
Olivann Beauty Chairman and CEO Eugene Melnyk stated: "We are thrilled to partner with One Direction, one of the biggest names in the entertainment industry. This is a true partnership in both scope of products we will develop together and term. We've had global success with our Clean brand and are poised to replicate that success in the fashion and celebrity space. We pride ourselves on only introducing new products that will change the game and set the example for those that follow."
On June 5, 2013, One Direction's Harry Styles tweeted: “The 1D fragrance is called (drumroll)... Our Moment! And it smells like a summer’s day.” Horan tweeted on the same day: “I’ve tested it on my family and they love it — and we can’t wait to show it to our fans across the world.”
Here is a sampling of comments on the Internet about the Our Moment commercial:
"iS THIS COMMERCIAL FOR OUR MOMENT OR MAYBELLINE."
"OH MY GOD THE 'OUR MOMENT' COMMERCIAL IS SO CUTE."
"The official Our Moment commercial I love it so much they're hilarious."
"Awkward but funny"
"This was hilarious."
"Gonna buy this!"
"People are saying it's awkward but they knew it would be so them being them they turned it into a really fun and sweet commercial. They message was conveyed successfully."
"Lol it was funny."
"This is literally perfection."