Niche fragrance marketer Bond No. 9 is playing up the value of the dollar with Andy Warhol Success is a Job in New York, the newest addition to its Warhol-inspired fragrance portfolio.
This story first appeared in the August 14, 2009 issue of WWD. Subscribe Today.
Due out in October, the unisex scent boasts the iconic dollar signs created by Warhol on both sides of its bottle, making light of both the battered economy and one of the bleakest fragrance markets in decades. Warhol’s in-your-face, neon-colored dollar designs were ironically created in 1981—at the onset of a very different type of cash-obsessed era.
“If this weren’t the economic crisis I would have never done a dollar sign, but we chose to give people what they all want right now — money,” said Bond No. 9 founder Laurice Rahme, who in 2007 signed a long-term license agreement with the Andy Warhol Foundation for the Visual Arts to develop a 12-item minimum fragrance collection.
Named after Warhol’s first assignment as an illustrator in the ‘50s for a piece in Glamour Magazine called, “Success is a Job in New York,” the new scent will be launched at Bond No. 9’s four Manhattan boutiques and Saks Fifth Avenue doors nationwide October 1. The fragrance will be then be rolled out to 300 international doors in Bond No. 9’s 25 global markets on November 1.
Industry sources estimate Andy Warhol Success is a Job in New York could generate global wholesale sales of $5 million in its first year on counter, with $2 million of that expected to come from the U.S.
Success is a Job in New York marks the 36th scent from the New York-based perfumer and the fourth fragrance in the Warhol franchise. While the new scent injects a bit of humor into the ongoing financial crisis, Rahme acknowledged the state of the fragrance business is no laughing matter. “If you look at a map of the U.S. and Europe, they’re in bad shape,” she explained. “So is Eastern Europe. And it’s also been tough in Japan.”
Still, Rahme called Bond’s business “good” thanks in part to the successful opening of smaller markets this year in places like Argentina and Uruguay, which helped Bond No. 9 boast a 25 percent increase in wholesale sales this year for the time period between January and June. According to market sources, the company finished 2008 on plan, generating $30 million in revenues.
Andy Warhol Success is a Job in New York, an eau de parfum, is described as a spicy oriental with gourmand notes. Blended by Claude Dir of Givaudon, the new scent has top notes of coriander, cardamom, mandarin, and bergamot; a heart of jasmine, tuberose, rose, plum and pimento, and a drydown of vanilla, patchouli, and amber. The fragrance will be available in three sizes: a 100-ml. bottle for $220, a 50-ml. bottle for $145, and a .05-oz. solid perfume token, which will retail for $85. A Success is a Job in New York body silk lotion, $90, body cream, $115, and soap, $35, will also be available.
A print ad campaign for the fragrance, shot by Andy Warhol documentarian and friend Billy Name, is scheduled to appear in the New York Times beginning in September, running throughout the fall. The ad, which features Warhol in action along with the Success is a Job In New York bottle, features the famous Warhol quote, “Think rich, look poor.”
As part of Bond No. 9’s collaboration with the Andy Warhol Foundation, a portion of the proceeds from all Bond No. 9 Andy Warhol fragrances goes to promote the visual arts.