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A thrilling adventure to awaken your senses ScentStory launches 24 The Fragrance

Dubai, UAE, 2 June, 2009: Under the patronage of The Dubai Chamber of Commerce, ScentStory FZE - a UAE company - launched one of the most exciting and innovative fragrance products ever developed in Dubai: 24 The Fragrance. At an exclusive event in Cinestar Cinemas, Mall of the Emirates Dubai, ScentStory unveiled 24 The Fragrance, a captivating interpretation of the award winning television series. Hailed by critics around the world as one of the most innovative, addictive and acclaimed dramas on television, 24 follows twenty-four consecutive hours in the life of Jack Bauer, acted by Kiefer Sutherland, a maverick anti-terrorist agent.

June 7, 2009 12:00 by

24 The Fragrance is inspired by the central character of 24, Jack Bauer. He is a man of strong personality - one that deepens over time and is sculpted by the adventures he lives. He is strong and robust, tough yet sensitive. He is the perfect man for the ultimate mission.

The man behind this exceptional perfume is enigmatic with incredible self-assurance. He conveys an air of extreme distinction. He is urban, cosmopolitan, but above all a Hero.

 The distinguished scent of 24 The Fragrance opens with emotions of vibrancy and dynamism, created by the enchanting blend of lavender, mandarin orange and bergamot. A flash of lemon completes the thrill of intense freshness.

At its heart, lie expressions of self assurance and masculinity captured by a savvy mélange of nutmeg, cinnamon, pink pepper, mint, caraway and anise, an exquisite bouquet of enticing spices to unveil the true essence of the fragrance.

Yet, the lasting impressions of 24 The Fragrance are of gripping and cliff-hanging sensations with notes of amber, musk, oak moss, vanilla and wood providing the finishing depth to the scent that you want to last for a long time.

The packaging of 24 The Fragrance echoes the flowing manly notes of the scent itself. The clear lines of the bottle reflect the masculine and heavy character of the scent and the 24 logo, printed in silver foil, gives a prestigious finish. The heavy cap is metallic and contemporary, aligned with the series individuality.





Made in Dubai

The first selective fragrance to be designed and developed in Dubai, 24 The Fragrance, inspired by Jack Bauer and the award- winning TV Show, is the result of the fruitful collaboration between ScentStory FZE and Twentieth Century Fox Licensing and Merchandizing. This world innovation is a ground breaking initiative that follows in the steps of Dubai’s many world-class achievement which include the first man-made Palm Islands and the world’s tallest building – Burj Dubai - to name but a few. The innovative nature of 24 The Fragrance has captivated the patronage and support of The Dubai Chamber of Commerce:


Mr. Said Mahdi Al Mazim, Members Services Director, at Dubai Chamber, “As a facilitator of businesses in Dubai, the Chamber is on the forefront of all economic development and better business endeavours and wholeheartedly supports all events that work towards the betterment of any economic sector, in this instance, the local company ScentStory FZE which is behind the product design and manufacturing along with three other Dubai-based companies to market the fragrance internationally. I am sure this project will inspire many others to follow suit in producing specialized products like perfumes/colognes, just the way Paris, London and New York does.”



Mr. Carl Lumbard, Senior Vice President and Managing Director of Twentieth Century Fox Licensing & Merchandising, London, UK, also comments:

“When ScentStory approached us with the 24 fragrance proposal, we were immediately impressed by the potent brand synergy it would create.  The resulting fragrance and packaging reflects the key brand values of 24 and encapsulates the strong, tough and self assured character of Jack Bauer, the central star of the show.

Our partnership with ScentStory is key to the long term success of 24 The Fragrance and we have every confidence in their ability to continually innovate and develop the concept further.

We are extremely excited to introduce this fragrance to you. Inspired by Jack Bauer and the award winning TV show, the fragrance captivates the essence of 24: a dynamic, masculine fragrance presented in an innovative yet refined bottle & packaging. Importantly, we are confident that fans of 24 – especially fans of Jack Bauer – will be enlivened by this unique proposition, taking their 24 brand experience to a new level.”


24 The Fragrance will launch first in the UAE. During this launch phase, it will not available anywhere else on the planet – it’s a worldwide exclusive! It is currently on sale in Virgin Megastore across the UAE. 24 The Fragrance will be progressively rolled out across other selective fragrance retailers in the UAE and then the wider Middle East. This exclusivity only adds to the thrilling adventure 24 The Fragrance is sure to deliver to its many fans. 


24 The Fragrance will be available in Eau de Toilette 100 ml at a retail price of 250 AED.




*About ScentStory FZE

ScentStory FZE, a UAE based company, was recently founded by Gabriel Chami. With over a decade of experience working in fine fragrances throughout the Middle East, embarking on the 24 fragrance project fulfilled a long held ambition of Gabriel; to be the creator of an original fragrance product.


Naturally, Gabriel is an avid fan of the 24 TV series and it was this passion that led him to approach Fox to create 24 The Fragrance. Following acceptance of his proposal by Fox, Gabriel recruited Daniel Clarke to the project to head the design and marketing development. Daniel, with his strong experience in fragrance design, says he has one clear aim: “to design and deliver a fragrance product that will delight the millions of worldwide fans of 24, the TV series.


Gabriel and Daniel shall turn dream into reality when 24 The Fragrance launches in June 2009. They have a long term vision for the brand and have already started working on designs for line extensions. ScentStory is working on other innovative projects, which it hopes to bring to market in the near future.


About Fox Licensing & Merchandising

A recognized industry leader, Twentieth Century Fox Licensing and Merchandising licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company as well as third party lines. The division is aligned with Twentieth Century Fox Television, the top supplier of primetime entertainment programming to the broadcast networks.

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