Here we were, en route to being disaffected New Yorkers who had seen it all before and who couldn’t be fazed by anything, and then the city of Beverly Hills decided to put its name on a line of fragrances.
Yes. Not just one fragrance, but a line of fragrances. Three, to be exact — each of which is designed to “evoke what life is like for the Beverly Hills woman.” We thought that meant tennis every morning and buying your kid a Louis Vuitton Pochette Accessoires to carry her lunch in, but apparently it means smelling like local red cedar and honeysuckle.
The branding project, which has been in the works in some form or another since Mayor Jimmy Delshad took office eight years ago, is an attempt to make Beverly Hills some serious cash. And it probably wouldn’t work anywhere else in the world. Honestly, can you conceive of wanting to smell like New York? Even Paris would be a hard sell at most perfumeries. But apparently not Beverly Hills.
“When I think of Beverly Hills, I think of ground zero in conspicuous consumption lifestyle,” said Pam Danziger, president of Unity Marketing, which studies the affluent consumer. “Every city has souvenirs, so for Beverly Hills, why not some perfume? It makes sense.”
Still, every city doesn’t have a $120 fragrance, which is what it will cost you to take home a bottle of “Iconic,” “Must Have” or “Rodeo.” The perfumes will be available in January, and men’s colognes will follow at $75 dollars a bottle. A corresponding skincare line is also in the works. And the money will go to the greatest cause in the world — the Beverly Hills Chamber of Commerce marketing budget. Because everyone in the world needs to know more about the gospel of Beverly Hills. And smell like it, too.