Societe Bic, a company who makes low cost, but good quality disposable razors, lighters and pens brought out a fragrance collection in 1988 under the brand Parfums Bic.
The scents were developed by Firmenich in France and the collection originally included four fragrances: Jour, Nuit, Homme, and Sport.
The scents were first introduced in France, Italy, and Belgium with the names Nuit, Jour, Homme and Sport. The company then planned to expand its distribution system in 1989 by exporting to the United States. When they were introduced in USA, the name Homme was changed to Bic for Men and Sport was changed to Bic Sport for Men.
The company spent $15 million in advertising and marketing strategies. The target market was women 18 to 40 years old. Bic decided to sell the fragrances in the usual stores other Bic items would traditionally be found: large chain retail supermarkets, convenience stores and drug stores rather than department stores. Parfum Bic could be bought as an impulse buy, a quick gift idea or to someone who forgot to spray their perfume on before they left home.
The price point was right, $5 for a quarter ounce bottle sold in simple blister packs. Parfums Bic thought that they could offer the luxury of real French parfum to the American public literally at an affordable fraction of what it would normally pay for a quarter ounce of other brands. Compare the $5 a quarter ounce of Parfum Bic to some of the retail prices from the most competitive brands of the era: Giorgio $55, Obsession: $60, Chanel No. 5 $60, Opium $ 67.50, and Joy $90. The product was heralded by Bic officials as the first inexpensive, quality French perfume. "We're taking fine French perfume out of the bedroom and into the on-the-go world."
The fragrances were attractively packaged in spill proof bottles shaped like butane cigarette lighters, each with a different colored cap to distinguish them: Jour (red cap), Nuit (blue cap), Homme (black cap) and Sport (green cap). The unbreakable bottles were made by Saint-Gobain and the caps by Sofab SA.
The Bic pump emits about a third less than ordinary atomizer pumps and allows 300 sprays. The idea was to concentrate the scent so its not wasted when applied. "The world's first fine French perfume that combined high quality with affordable pricing and stylish portable design."
The fragrances were imported from France, where they were created in a $25 million custom built factory outside Paris, in Treport, near the Saint-Gobain factory.
Bic Nuit is warm, spicy floral oriental fragrance for women.
Bic Jour is a light fruity floral fragrance for women.
Bic Sport is a fresh woody fragrance, suitable for both sexes.
Bic Homme is classified as an earthy fougere fragrance for men
Parfums Bic pulled the fragrances from shelves in 1991 due to poor sales in the USA, a loss of $11 million. One reason for the failure was that there were no testers for customers to try out the perfumes. Some customers were confused about the lighter shape of the bottle, and felt the perfumes probably smelled like butane or ink. The other reason was that Bic wanted the fragrances to be seen as disposable luxury, but this idea backfired, as most customers only saw them as cheap junk. They lacked the sophistication and glamorous fantasy that high end perfume advertisements and marketing promised.
The scents were developed by Firmenich in France and the collection originally included four fragrances: Jour, Nuit, Homme, and Sport.
The scents were first introduced in France, Italy, and Belgium with the names Nuit, Jour, Homme and Sport. The company then planned to expand its distribution system in 1989 by exporting to the United States. When they were introduced in USA, the name Homme was changed to Bic for Men and Sport was changed to Bic Sport for Men.
The company spent $15 million in advertising and marketing strategies. The target market was women 18 to 40 years old. Bic decided to sell the fragrances in the usual stores other Bic items would traditionally be found: large chain retail supermarkets, convenience stores and drug stores rather than department stores. Parfum Bic could be bought as an impulse buy, a quick gift idea or to someone who forgot to spray their perfume on before they left home.
The price point was right, $5 for a quarter ounce bottle sold in simple blister packs. Parfums Bic thought that they could offer the luxury of real French parfum to the American public literally at an affordable fraction of what it would normally pay for a quarter ounce of other brands. Compare the $5 a quarter ounce of Parfum Bic to some of the retail prices from the most competitive brands of the era: Giorgio $55, Obsession: $60, Chanel No. 5 $60, Opium $ 67.50, and Joy $90. The product was heralded by Bic officials as the first inexpensive, quality French perfume. "We're taking fine French perfume out of the bedroom and into the on-the-go world."
The Bottles:
The fragrances were attractively packaged in spill proof bottles shaped like butane cigarette lighters, each with a different colored cap to distinguish them: Jour (red cap), Nuit (blue cap), Homme (black cap) and Sport (green cap). The unbreakable bottles were made by Saint-Gobain and the caps by Sofab SA.
The Bic pump emits about a third less than ordinary atomizer pumps and allows 300 sprays. The idea was to concentrate the scent so its not wasted when applied. "The world's first fine French perfume that combined high quality with affordable pricing and stylish portable design."
The fragrances were imported from France, where they were created in a $25 million custom built factory outside Paris, in Treport, near the Saint-Gobain factory.
The Fragrances:
Bic Nuit is warm, spicy floral oriental fragrance for women.
- Top notes: mandarin
- Middle notes: ylang-ylang, carnation, rose, jasmine
- Base notes: spices, amber, vanilla, musk
Bic Jour is a light fruity floral fragrance for women.
- Top notes: fruity
- Middle notes: green
- Base notes: woody
Bic Sport is a fresh woody fragrance, suitable for both sexes.
- Top notes: citrus
- Middle notes: green
- Base notes: aromatic woods
Bic Homme is classified as an earthy fougere fragrance for men
- Top notes: bergamot, lavender
- Middle notes: fern
- Base notes: musk
Fate of the Fragrances:
Parfums Bic pulled the fragrances from shelves in 1991 due to poor sales in the USA, a loss of $11 million. One reason for the failure was that there were no testers for customers to try out the perfumes. Some customers were confused about the lighter shape of the bottle, and felt the perfumes probably smelled like butane or ink. The other reason was that Bic wanted the fragrances to be seen as disposable luxury, but this idea backfired, as most customers only saw them as cheap junk. They lacked the sophistication and glamorous fantasy that high end perfume advertisements and marketing promised.
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