Beverly Hills seeking the sweet smell of success
Source: Agencies |
October 12, 2010, Tuesday
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Print Edition
Print Edition
BEVERLY Hills is launching its own line of perfumes this week as the first products in a long-term quest to turn the Californian city's trademarked shield logo into a brand.
"This is a center of fashion, sophistication, energy," said Mayor Jimmy Delshad. "We decided this was the right product for us."
The three fragrance set, developed by Swiss perfumiers specifically for the city, will be the initial products in a Beverly Hills beauty line that will roll out over the next year.
With Beverly Hills being all about luxury living, the items won't come cheap. The perfumes will retail in department stores for US$120 each, starting in January. To be launched later next year, a men's cologne will go for US$75, while hydration skin treatments will be priced from US$50 to US$100. Other cosmetics will follow.
The city, the local Chamber of Commerce and marketing firm Bradford Licensing will split royalty proceeds. The city hopes to reap US$500,000 over five years, said Dan Walsh, the chamber's chief executive, and the cash will fund the city's and the chamber's marketing budgets.
Branding consultants said they couldn't recall another city with its own beauty products.
"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."
Situated in the western part of Los Angeles County, Beverly Hills has long enjoyed fabled status as home to movie stars and magnates.
With palm-lined drives, mansion dotted canyons and a shopping-chic business district that caters to the ultra-rich, it has been prominently featured not only as the backdrop in countless TV shows and movies, but in the titles of several, from "Beverly Hillbillies" to "Beverly Hills Cop."
The city's name had previously been linked to a perfume, Giorgio by design house Giorgio Beverly Hills, a popular seller in the 80s.
Delshad said that's why he started pushing the idea of licensing the municipal logo when he was elected to the city council eight years ago.
"This is a center of fashion, sophistication, energy," said Mayor Jimmy Delshad. "We decided this was the right product for us."
The three fragrance set, developed by Swiss perfumiers specifically for the city, will be the initial products in a Beverly Hills beauty line that will roll out over the next year.
With Beverly Hills being all about luxury living, the items won't come cheap. The perfumes will retail in department stores for US$120 each, starting in January. To be launched later next year, a men's cologne will go for US$75, while hydration skin treatments will be priced from US$50 to US$100. Other cosmetics will follow.
The city, the local Chamber of Commerce and marketing firm Bradford Licensing will split royalty proceeds. The city hopes to reap US$500,000 over five years, said Dan Walsh, the chamber's chief executive, and the cash will fund the city's and the chamber's marketing budgets.
Branding consultants said they couldn't recall another city with its own beauty products.
"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."
Situated in the western part of Los Angeles County, Beverly Hills has long enjoyed fabled status as home to movie stars and magnates.
With palm-lined drives, mansion dotted canyons and a shopping-chic business district that caters to the ultra-rich, it has been prominently featured not only as the backdrop in countless TV shows and movies, but in the titles of several, from "Beverly Hillbillies" to "Beverly Hills Cop."
The city's name had previously been linked to a perfume, Giorgio by design house Giorgio Beverly Hills, a popular seller in the 80s.
Delshad said that's why he started pushing the idea of licensing the municipal logo when he was elected to the city council eight years ago.
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