24: The Fragrance

24: The Fragrance is a fragrance inspired by 24 and its central character, Jack Bauer. It was launched in June 2009, marketed exclusively in the Middle East. 24: The Fragrance launched first in the United Arab Emirates in Virgin Megastore outlets across the region. It was progressively rolled out across other selective fragrance retailers in the UAE and then the wider Middle East.



According to ScentStory, the fragrance will "encapsulate the energy and drive of the show, as well as the strong, self-assured character of Bauer. The bottle and packaging have been designed with a robust, masculine look to complement the structure of the scent."

Carl Lumbard, SVP and MD of 20th Century Fox L&M, said

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, 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 is available as a 100ml edt at a retail price of AED250 (USD68.00).

The fragrance enjoys the patronage and support of The Dubai Chamber of Commerce. Dubai Chamber Members Services Director Said Mahdi Al Mazim said: “As a facilitator of businesses in Dubai, the Chamber is on the forefront of all economic development and better business endeavours.