One Direction's New Perfume Smells Like 5 Teenage Boys

Taking a cue from Justin Bieber, the singing fey children from the band One Direction have launched a perfume named after a misleading assumption that you have spent time with them. It's called Our Moment, and like Bieber's Girlfriend perfume, it's a reference to one of their songs, "Moments," from their first album.

Looking baleful, churlish, wistful, smirky, and dazed, respectively, all five of these boys faces grace the pale pink box housing the perfume. But what, we wonder, does Our Moment smell like? Diamond barf, probably.

For more clues about the scent, here is a collection of choice descriptions from their paragraphs on Our Moment:

  • Juicy and feminine
  • Seasonal
  • Sparkling
  • Warm musk
  • Frangipani
  • Dry wood
  • Enticing
  • Beautifully ornate

The scent that caused of a rush of googling "frangipani" (to save you time, it's a common flower also called plumeria from the dogbane family) will be released in the UK at Harrods and through Elizabeth Arden in the US on August 25th. It costs $55 for 100 milliliters.