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Flower Power

Through a partnership with The Andy Warhol Foundation for the Visual Arts, fragrance marketer Bond No. 9 is introducing its second Warhol-inspired fragrance, dubbed Andy Warhol Union Square. The scent, which is available in a collection of 10 bottles,...

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with contributions from Jennifer Laing
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Through a partnership with The Andy Warhol Foundation for the Visual Arts, fragrance marketer Bond No. 9 is introducing its second Warhol-inspired fragrance, dubbed Andy Warhol Union Square. The scent, which is available in a collection of 10 bottles, each featuring a design based on Warhol's "Flowers," is set to launch in March and industry sources expect it to generate up to $5 million in first-year wholesale sales volume.

With her latest Andy Warhol-inspired fragrance, Bond No. 9 founder Laurice Rahme is trying to turn niche marketing into an art form.

Rahme plans to launch Andy Warhol Union Square, a fragrance sporting a bottle decorated with 10 variations of a famous "Flowers" series, done by the pop artist in the Seventies. The fragrances are being offered in a variety of 10 different bottles, each with a slightly different version of the flower print based on original silk screens of the "Flowers" print. For avid collectors and hard-core Warhol fanatics, the complete portfolio of 10 100-ml. bottles will be offered in a box for $1,500. For those consumers on a budget, they can buy one bottle featuring a representative version of the flower print for $195 for a 100-ml. bottle and $135 for a 50-ml. one

This second fragrance in a series of 12 Warhol projects follows the launch of Bond No. 9's first Warhol fragrance dubbed Silver Factory, which launched earlier this month. For Rahme, various New York locales, as well as Warhol designs, go hand in hand.

"It's not just about the art on the packaging, but it's about taking the neighborhoods and places associated with Warhol and connecting it to his art," said Rahme.

Much like Warhol, who was known for breaking down the boundaries between art and commerce, Rahme has continuously challenged the fragrance business with her unconventional methods. After building a fragrance business by naming her scents after New York neighborhoods, Rahme has increasingly looked beyond traditional methods into the art and retail worlds to generate new ideas. This past fall, Bond No. 9 broke ground by partnering with specialty retailer Saks Fifth Avenue to create an exclusive fragrance tailored to the retail chain.

The Andy Warhol Union Square scent will be launched in March in the U.S. at Bond No. 9 boutiques, Saks Fifth Avenue and museum gift shops. It will then be rolled out to 20 different markets a month later, including retailers Harrods, Harvey Nichols and Selfridges in the U.K. Bond No. 9 doubled its global distribution over the past year from 10 markets, and plans to launch the brand in additional markets next year.
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