The perfume brand is launching the $250 bottle called “HTTP://WWW.BONDNO9.COM” at the end of June, and true to its name, it will only be sold online. QR codes in print ads and on the outside of the brand’s Bondmobile will direct smartphone-wielding shoppers to Bond No. 9’s website. We’re not sure we’d ever want to give up the veritable grown-up candy shop that are Bond No. 9 stores, but the brand’s founder and owner Laurice Rahme explains the motivation to WWD:
“The fragrance business is always doing the same thing and the same thing and the same thing. We wanted to really capture what is going on in the world. Everybody is online. Everybody is mobile. So we have to do a fragrance for that world. It’s a different world. What I love about the packaging is that for all of us in this industry talking about how difficult and expensive it is to train and retain sales people, to have a bottle that speaks to the consumer, directly, is the dream. It’s not a department store [distribution]. It’s not Sephora. It’s beyond that. It’s the most direct way to buy that you could ever have.”
As for the scent itself, Rahme wanted a unisex smell that would be “universal” — which apparently translates to “contemporary tropical fruits”.
The QR code situation is definitely unique, but we’re not so sure about shelling out $250 for a wearable cocktail. On the other hand, think about what an ice breaker this fragrance will be. The next time someone asks you what perfume you’re wearing, you get to say, ‘”HTTP://WWW.BONDNO9.COM”.