Bond No. 9 To Launch The First Digital Fragrance.
Bond No. 9, the New York perfume brand, is launching a new fragrance called HTTP://WWW.BONDNO9.COM this summer. The bottle design is a scannable QR code* that will take you RIGHT to the Web. Available online only (of course) starting June 30th. This one of a kind scent, spanning virtual to reality, features yellow bergamot, pineapple, juniper berry, apple, blackcurrant and cedarwood.
The QR codes will appear in print ads and on the outside of the brand’s Bondmobile, which will direct smartphone-wielding shoppers to Bond No. 9′s website where the $250 scent can be purchased.
The brand’s founder and owner Laurice Rahme explains the motivation to WWD:
“The fragrance business is always doing the same thing and the same thing and the same thing. We wanted to really capture what is going on in the world. Everybody is online. Everybody is mobile. So we have to do a fragrance for that world. It’s a different world. What I love about the packaging is that for all of us in this industry talking about how difficult and expensive it is to train and retain sales people, to have a bottle that speaks to the consumer, directly, is the dream. It’s not a department store [distribution]. It’s not Sephora. It’s beyond that. It’s the most direct way to buy that you could ever have.”
*scannable QR codes can easily be read with various QR Code-Reader apps available for free from iTunes.