Product: Bond No. 9 Soho

Executive credit: Laurice Rahmé, owner and creator

Inspiration:

I always wanted to do Soho, but when we started the company I was told it was trademarked, and thus was not available. We recently found out it was available, so now I can highlight this wonderful neighborhood and pay homage to the architecture and it’s recently evolved shopping center.

Waitlist worthiness: “It’s a shopping piece. The top is created to resemble a hat, which is a first for us, and the architecture is represented by the swirl. It’s really a fashion statement, which is why it’s being released during fashion week. The scent is bold and daring, and made for those not afraid to wear something powerful.”

Marketing plan: “We are visually strong, but scent is hard to transfer if you can’t smell it. Social media talks to a different group of people, which is why we’ve hired an agency to focus on that, which is another first for us. We have over 150,000 followers on Facebook. Come August, we will be making videos for the site with our ‘Bond Guy’ who interviews people on the street. He sprays the perfume and tapes their reactions. These people are my best focus groups. We will also do what has worked for us in the past, like send out invitations to customers to come in and receive a free sample. I still believe in print so we will be doing advertorials and scented strips in September beauty magazines and be in Saks’ catalogue.”

Get it: Bond No. 9 Soho will sell for $260 and launches in September in Harrods UK, Bond No. 9 New York Boutiques, Saks Fifth Avenue nationwide, select Bloomingdale’s stores and on bondno9.com.