MTV reality television show Geordie Shore is apparently a hothouse of pungent creativity. The Newcastle-based series is marking the launch of its second series with 'L'eau de Geordie' - a Doner kebab scented fragrance.
The fragrance was created as part of the new season promotional content which takes the form of spoof perfume ads whispering such seductive phrases as "I'm going to get on it til I vomit".
According to MTV, the cast "worked with fragrance consultants in order to accurately emulate the aroma of a Doner kebab from Ameen's takeaway in Newcastle."
Cast member Rebecca Walker added: "We have joined the ranks of Beyoncé and Britney who have their own perfume, so it feels like we've really made it."
We don't have a breakdown of the exact fragrance structure, but going on vague recollections of a meaty snack after a night out at a spectacularly sticky bar in Reading, we would hazard that there are top notes of onion and garlic mayonnaise, heart notes of pitta bread and lettuce and an enduring drydown of unspecified meat and shame.
Wondering how real life Newcastle types feel about the scent?
Resident office Geordie, Sam Parker, said:
"The debasement of my motherland continues at the hands of this revolting – if brilliantly entertaining – reality show. It's a good job Geordies have such a good sense of humour. Suffice to say, Newcastle smells no more like rancid meat than your average UK city on a Saturday night."
IMPORTANT UPDATE: An insider source tells us it's surprisingly un-meaty and likened it to Lambrini and stinky glue.