The City of Beverly Hills has partnered with JT Brands to create a line of perfumes that will be marketed as the official scents of Beverly Hills. The perfumes will retail in department stores for $120 each, starting in January. Geoffrey Thompson, managing director of JT Brands, said he thinks Beverly Hills is a natural brand. "Very few cities could do this," he said. "People have reverence for Beverly Hills. It captures the imagination of visitors from overseas."
In an official press release now turned LA Times story the idea came to the city's leaders a while ago.
The project has been two years in the making, delayed slightly by the recession, which also caused the retail prices to be lowered somewhat, Thompson said.
The company went to pains to ensure the scents are authentically Beverly Hills. Perfumiers used flowers grown in the city, including California species of wild rose, sweet pea, honeysuckle, peony and red cedar.
The three fragrances are designed to "evoke what life is like for the Beverly Hills woman," Thompson said. "Must Have" will be for the spontaneous, energetic day in the sunshine, "Rodeo" for the red-carpet evening, and "Iconic" for the sexy, soft, playfulness of the night.
One luxuriously successful scent the city may have overlooked is New Porsche Interior. However we've heard that the city is exploring launching a men's cologne later next year so there is still hope. Rita Rudner would be proud!
If you just can't wait for the bottled version, we would like to suggest a visit to the Beverly Hills Porsche showroom at 8425 Wilshire Blvd.
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