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July 23, 2009
Government Motors launches...a new fragrance for men?
Yep, you read that headline correctly. Just in time for Cadillac's 100th anniversary its new owner, Government Motors says
Think of "Cadillac, the new fragrance for men."
Sputtering General Motors Co., just out of a quick drive through bankruptcy court, will soon be using its iconic Cadillac brand to sell a line of fragrance for men.
Beauty Contact Inc., a Dubai-based cosmetic company and holder of the fragrance licence, said yesterday it will launch the Cadillac line in stores this fall to mark the brand's 100th anniversary.
According to Tony Van Alphen of the Toronto Star:
It's the luminous fresh scent from grapefruit and camomile and a mix of geranium, tarragon and cinnamon - plus sweet spice and incense. (snip) The line includes a spray, aftershave lotion, deodorant stick, hair and body wash. Some products will come in translucent glass bottles with sleek metal caps. The retail price for a 100 millilitre bottle of the eau de toilette fragrance will be $73.
Yum!? Or ahhhh!? Or typical of a government run company?
Marketing expert Alan Middleton, a York University professor, said it's a bad example of brand extension and indicative of a troubled company. In the past, GM has licensed fragrances for Hummer, Chevrolet and Corvette.
"Anybody who knows anything much about branding would know this is about as bad an idea as when Roots tried to brand an airline," Middleton said.
"Neither Porsche nor BMW nor any other transportation brand that has tried this silliness has been very successful."
Given the state of the American auto industry, perhaps the company will throw in a free Cadillac auto for every three Cadillac scents purchased.