VIDEO -Smells like teen spirit! One Direction launch debut fragrance Our Moment... and Laura Whitmore is on hand to help

Smells like teen spirit! One Direction launch debut fragrance Our Moment... and Laura Whitmore is on hand to help



There's no escaping the fact that they're the most successful boyband in the world.

And with two chart-topping albums, a sell-out tour and even their own store dedicated to them, the One Direction boys clearly felt that it was the right time to launch their own signature fragrance.

Following in the steps of Jennifer Lopez, Britney Spears and Lady Gaga, the former X Factor stars unveiled Our Moment in London on Thursday, with the help of presenter-of-the-moment Laura Whitmore.

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En route to world domination: The One Direction boys were interviewed by Laura Whitmore on Thursday as they launched their debut fragrance, Our Moment

With their management clearly looking to make the most out of their global superstar status, the boys carved out time in their Take Me Home tour schedule for the big launch.



Just days before jetting to Mexico as they kick of the international leg, the singers gathered at the Gherkin to officially debut the scent.

And the boys seemed just as enthusiastic as their fans as they grinned while clutching the pink, floral bottles and posing for the cameras.

They went on to describe the perfume as 'vibrant and playful fruity floral,' having put together pink grapefruit, wild berries, redcurrants, jasmine, freesia, musk, and patchouli.





Another pop perfume: The boys follow in the footsteps of Britney Spears and JLo as they launch their debut scent






The big unveiling: The British band unveiled the design to assembled press and fans, ahead of the US leg of their Take Me Home tour

'We love the idea behind a fragrance as you mix individual scents to create something so much better,' said Liam Payne.

'It’s been a long and exciting process, and we’re really proud to have made a One Direction fragrance,' added Harry Styles.

And it seems that Niall Horan has already been dishing out bottles to his friends and family, saying: 'I had a little tester bottle and my mam is a big fan, so that’s all my Christmas presents cleared up'

'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,' chipped in Liam.




Friend of the band: Laura arrived for the launch in black skinny jeans and a cropped white T-shirt, before changing into a minidress




Raising her profile: The Irish presenter, who is good pals with Niall, was given the honour of helping with their London launch




Feeling the heat? Laura made the most of the warm weather by showing off her toned midriff in the cropped T-shirt

Niall's best pal Laura was enlisted to interview the boys, arriving at the London landmark in black skinny jeans and a cropped T-shirt, later changing into a minidress.

With some luck fans looking on, the five boys hopped off their seats after the interview to reveal the design of the bottle.

And if there was going to be any doubt as to the fragrance's success, then 1D bosses just had to look at the Twitter reaction, with One Directioners going crazy for the new product.





Blonde ambition: The 28-year-old grinned as she arrived at the event as she geared up to interview the boys




Goodie bag: Later in the evening, the star was pictured clutching a pink One Direction bag, having got her hands on a bottle of Our Moment






Lucky few: Laura and another guest were snapped holding on tightly to the coveted bags that the boys were giving out



On a high! A group of women leaving the event held on tightly to their 1D merchandise

But they'll have to wait a little longer until they get their hands on it as it is set to launch exclusively at Harrods on August 25 before being sold nationwide from September 9.

But the boys are keen to prove that they're no pop puppets, as they've just signed a new publishing deal which will see them earn as individuals for their own song-writing.

A source told The Sun: 'This is a real statement of intent from the band. They have absolutely no intention of being spoon-fed pop puppets. They want to write and they want to earn as individuals.'

Each band member has been attending writing sessions during their current tour and on their latest Take Me Home album they have three songs with individual writing credits.


The Little Things hitmakers are working with Fingate - who also cash in on Elvis Presley's back catalogue, and also work with Britney Spears, Black Eyed Peas and Foo Fighters - and they will receive more cash when their music appears on compilations or is used in adverts.


And it seems to be paying off for the band already as they have reportedly earned £100 million in two years since they competed on The X Factor, and had earnt an estimated £200 million for their management.


The band have just had a week off after they wrapped the European leg of their tour and before it kicks off again across the Atlantic.




Back on it: After a week off, the boys are heading back to work as they jet to Mexico for a concert on Saturday







By Jennifer Ruby

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