Bic Perfume

Bic is known as a maker of disposable lighters, pens, and razors. But back in 1989, the company decided it could extend its brand to French perfume. So, it debuted Parfum Bic. Syndicated columnist Rick Ratliff (Detroit Free Press - Mar 27, 1989) explained the reasoning behind the product:

Made entirely in France and packaged in little portable spritzers that look more than a bit like Bic lighters, Parfum Bic will retail for just $5 a quarter-ounce, one-tenth the price of a typical French perfume. Parfum Bic already is selling briskly in Europe, the company reports. Already, cocooned in decidedly downscale blister packs, the product is hitting the speed racks of American supermarkets, drug and variety stores. With this product, Bic hopes to create a whole new low-price perfume category by advancing the notion of perfume as a product that can be bought and used spontaneously.

If it's gamble had succeeded, the Bic executives would have looked like marketing geniuses. But of course, Parfum Bic didn't succeed. Within several years, it had disappeared from shelves.

If you're curious to try it, you can pick some up on eBay for about $50.

     Posted By: Alex - Tue Jun 11, 2019
     Category: 1980s | Perfume and Cologne and Other Scents

You would think that the word "disposable" in their successfull products would be a bit of a tip-off of pending failure.
Posted by crc on 06/11/19 at 10:08 AM
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