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 backing. The fragrance developing will be conducted under a licensing agreement

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.

So, something is in the air, and P&G's project no doubt will be able to mesh with the new James Bond movie directed by Sam Mendes and featuring Daniel Craig. 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.'