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Market Branding Brings a Sweet Smell of Success
By Pam Cole
Los Angeles, CA, Feb. 13, 2006—Just in time for Valentine's
Day, the Los Angeles boutique, Apothia, introduced the perfume inspired
by The L Word. Several cast members from The L Word
attended the event promoting the perfume. "L Eau de Parfum"
was developed through a creative process that included input from
7,500 L Word fans who submitted surveys describing what they would
like in the fragrance. Ilene Chaiken was also involved in the process,
another step in the continuing Showtime branding of The L Word
name.
The final scent is "a sensuous scent that becomes you,"
according to Apothia. The perfume includes fragrances of angelica,
juniper, cardamom, violet leaf, Florentine orris butter, vetiver,
sandalwood, musk, and crystal amber.
L Eau de Parfum is available at high-end shops like Fred Segal,
Barney's, and Gump's, as well as Apothia locations in California.
It can also be ordered online at www.ronrobinsoninc.com.
A 50-milliliter bottle costs $75. (You didn't think it would be
cheap stuff, did you?)
There will also be an L Word jewelry collection released later
this month, marketed by Love and Pride jewelry. Ron Robinson, Inc.,
the parent company of Apothia, and Love and Pride have signed two-year
licensing agreements with Showtime to use "The L Word"
name and imagery. Of special interest is that both agreements have
renewal options.
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