A ROSE BY ANY OTHER NAME: Beverly Hills Announces Signature Scent
I’m not entirely sure what a ‘city’ would smell like – so this little bit of news had me shaking my head. “Why?”
It’s Beverly Hills, that’s why.
The city of Beverly Hills has announced that it will launch itself into the world of cosmetics with it’s own perfume, emblazoned with the city logo, followed by a line of hydrating skin products. With celebrities galore getting into the ‘signature scent’ game, the city reasons that it should too.
“This is a center of fashion, sophistication, energy,” Mayor Jimmy Delshad said in a recent interview. “We decided this was the right product for us.”
Come January 2011, you’ll be able to waltz into department stores, slap down $120 bucks ($75 for men’s cologne) and walk away smelling like… um… like… well, we’re not entirely sure.
Available in three varieties (“Must Have”, “Rodeo” (think Drive) and “Iconic”), the perfume(s) are being developed by a Swiss perfumier and will include hints of “flowers grown in the city” – again, I am completely baffled.
The AP (seemingly as confused as I am) interviewed branding consultant, Unity Marketing President Pam Danziger, who couldn’t think of another city with a line of beauty products, but thought Beverly Hills had the right credentials.
“When I think of Beverly Hills, I think of ground zero in conspicuous consumption lifestyle. Every city has souvenirs, so for Beverly Hills, why not some perfume? It makes sense.”
The City hopes this strategy will help raise revenue, with profits split between itself and the Chamber of Commerce. I guess it beats raising parking fees – again.