If you can’t sell cars, why not try … perfume?
That’s what General Motors is doing, fresh out of bankruptcy court. It’s launching “Cadillac, the new fragrance for men” in honor of the luxury brand’s 100th anniversary.
Beauty Contact Inc., a Dubai cosmetics company which holds the perfume’s license, plans to start offering it in stores this fall, The Toronto Star reports.
The line features a spray, aftershave lotion, deodorant stick, and hair and body wash in fancy packaging.
A 100 milliliter bottle of the eau de toilette fragrance will go for $73.
The perfume doesn’t smell like gasoline, motor oil or burning rubber. Rather it includes the more delicate scents of grapefruit, chamomile, geranium, tarragon, cinnamon, sweet spice, and incense.
Actually, putting all those together could make you wish it did smell like gasoline.
"Cadillac, the new fragrance for men is part of the recent Cadillac renaissance: hot new products and redesigns that capture the mantra of life, liberty and the pursuit," Alwyn Stephen, a Beauty Contact director, tells The Star.
Marketing expert Alan Middleton of York University wasn’t too impressed.
"Anybody who knows anything much about branding would know this is about as bad an idea as when Roots tried to brand an airline," he told The Star.
Perhaps more significantly, GM named five new board members Thursday to help boost its fortunes, including private equity titans Daniel Akerson of the Carlyle Group and David Bonderman of TPG Capital.
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