New James Bond 007 cologne to be released by Procter and Gamble in 2012

The James Bond 007 franchise will be reactivated in 2012 in perfume form. Procter and Gamble have announced that a masculine cologne inspired by the suave spy icon will be launched under their aegis. The fragrance developing will be conducted under a licensing agreement - reports WWD.

The last time the famous spy inspired perfumery was when Avon launched a fragrance called Bond Girl 007 in 2008, followed by a spicier flanker, Bond Girl 007 Forever in 2009. The fragrance event was meant to mark the opening of the movie Quantum of Solace.

P&G do not say that they are operating under any impulse given by the film industry. But P&Gs project no doubt will be able to mesh with both the new James Bond movie directed by Sam Mendes and featuring Daniel Craig released in October 2012 and the Holiday gift-buying season.

Bill Brace, vice president of P&G's prestige division, said the fragrance was "a good opportunity to give men access to the high-end world of 007. James Bond has the right ingredients to delight men with a fragrance: it's timeless, aspirational, iconic..."

Discuss this news here...