24 fragrance set to explode in Dubai

Published: 22-May-2009

Fictional super-agent Jack Bauer, from the TV series 24, probably has more pressing issues to worry about than his personal odour – thwarting the best-laid plans of international terrorist organisations, for instance. This has not deterred Twentieth Century Fox L&M Europe, however, which has collaborated with Dubai-based company ScentStory to produce a fragrance based on 24 and its hero, played by Kiefer Sutherland.


Fictional super-agent Jack Bauer, from the TV series 24, probably has more pressing issues to worry about than his personal odour – thwarting the best-laid plans of international terrorist organisations, for instance. This has not deterred Twentieth Century Fox L&M Europe, however, which has collaborated with Dubai-based company ScentStory to produce a fragrance based on 24 and its hero, played by Kiefer Sutherland.

According to Carl Lumbard, the production company’s senior vp and md, Twentieth Century Fox L&M Europe was approached with the concept by ScentStory FZE founder Gabriel Chami, who says he is an ‘avid fan’ of the series. “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,” comments Lumbard.

The resulting fragrance will launch in June and be marketed exclusively in the Middle East.

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