Twentieth Century Fox L&M Europe has signed a deal with Dubai-based ScentStory FZE, to create a fragrance inspired by the television series "24" and the central character, Jack Bauer. Designed in Dubai, the "24"-inspired fragrance will launch next month and will be marketed exclusively in the Middle East.

24 The Fragrance encapsulates the energy and drive of the show as well as the strong, self-assured character of maverick agent, Jack Bauer. The bottle and packaging have been designed with a robust, masculine look and complement the structure of the scent.

"When ScentStory approached us with the "24" fragrance proposal, we were immediately impressed by the potent brand synergy it would create," says Carl Lumbard, senior vice president and managing director of Twentieth Century Fox L&M, Europe. "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."

"I am an avid fan of the '24' TV series and embarking on this project has fulfilled a long-held ambition, to create an original fragrance product for the 24 brand," says Gabriel Chami, founder of ScentStory FZE. "Together with Daniel Clarke, responsible for fragrance design and marketing development, ScentStory has delivered a product that we hope will delight the millions of worldwide fans of "24," the TV series, and Jack Bauer."