A 007 tie-in that really stinks: James Bond gets his own fragrance

The video above was released via 007.com last night showing photographer Greg Williams behind the scenes on a shoot for the “official James Bond fragrence for men” to be produced to coincide with the 50th anniversary of the James Bond films. Here is the official blurb:

The official James Bond fragrance for men will be available to buy soon from retailers worldwide. The advertising campaign has been shot by renowned and longtime 007 photographer Greg Williams. Having shot campaigns for four James Bond movies to date – DIE ANOTHER DAY, CASINO ROYALE, QUANTUM OF SOLACE and this year’s highly anticipated SKYFALL – Greg was clear on the direction he wanted for the fragrance trailer. “For me, it isn’t any one actor’s face which represents Bond – it’s all about the look and the iconography of Bond,” he explains. “I took inspiration from the original illustrations found on the early Ian Fleming books and aimed to harness the dream of Bond through cinematic lighting and by keeping his face a mystery.”

I’ve seen it written many times that James Bond wears Floris No. 89 Eau de Toilette in the books, which he never does, although Floris lime bath essence is mentioned at least once by Ian Fleming. Some sources say that it was Fleming himself who wore Floris No. 89, although I’ve never seen any evidence for that I can recall either (leave a comment below if you can show me where that comes from though, I’m not saying it’s not true).

We’re used to seeing brands create film tie-in to coincide with the release of big budget films, and the studios these days us product placement to help spread the financial risk, which is understandable when a picture like Skyfall is going to cost in the region of a quarter of a billion dollars, and there was a “Bond girl” fragrance released by Avon to coincide with Quantum of Solace; while it is currently unknown whether this fragrance is from Avon or another brand, and it is being marketed as a Bond 50 tie-in rather than a Skyfall tie-in, it is all related.

Is an official 007 fragrance for men a step too far?


David Leigh founded The James Bond Dossier in 2002. A fan of 007 since the age of 8, he is also author of The Complete Guide to the Drinks of James Bond. You can order a copy here if you don't own it already.

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