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Laurice Rahme of Bond no. 9: an interview

Posted by Robin on 10 October 2005 30 Comments

Laurice Rahme of Bond no 9Bond no. 9 was founded in 2003 by Laurice Rahme, and features perfumes inspired by various New York City neighborhoods. Ms. Rahme was born in Paris but has lived in New York for over 25 years. She was formerly the president of Creed USA, and has also worked for Annick Goutal and Lancome. Bond's next fragrance, Bleecker Street, is scheduled for release on November 1st.

Bond no. 9 has been on a mission to capture the essence of New York City’s neighborhoods in fragrance. While this has been done elsewhere on a much smaller scale (Yves Saint Laurent’s Rive Gauche, for instance), it is an unusual basis for an entire line. What inspired you to take this approach, and did people initially think you were crazy?
After September 11, I wanted to do something for New York, my adopted city. (My birthplace is Paris). Inspired by the French perfumery of the 20th century, who developed dozens of scents for different neighborhoods (Jardin de Bagatelle; Champs Elysees; 24, Faubourg; etc). People did not think we were crazy. On the contrary they gave us a list of neighborhoods they would like and we are trying to trademark many of them.

Bond no. 9 has released more than 20 scents since 2003. This strikes me as a rather bold strategy, especially given that many feel that the market for fragrance is already over-saturated. How you do you account for your success?
The market that's saturated is the one of the mega brands. The one of the niche brands to which we belong to is very small and is growing rapidly with less than 10 companies worldwide. I don't think we have too much competition. We have the unique story of being the only New York niche in fragrances and this is what accounts for our success. The success of New York City.

What is Bond no. 9’s biggest selling perfume, and which is your own personal favorite?
Bond has 10 best selling fragrances in the US, which are divided among the following: Eau de New York, Wall Street, Chinatown, Nuits de Noho, Chelsea Flowers, Park Avenue, Chez Bond, Little Italy, So New York, and Riverside Drive.

My personal favorite is the one we're working on right now which is West Side Stories. [Note: West Side Stories is currently slated to be released in fall 2006]

Of the neighborhoods you have covered so far, which was the hardest to conceptualize as a fragrance?
The most difficult one to conceptualize is Chinatown because of the new and the old, the traditional and the far forward customers, etc.

Your next fragrance, Bleecker Street, is due for launch in November, and has notes of violet leaf, cassis, thyme, jasmine, cedarwood, cinnamon, oakmoss, suede, patchouli, amber and vanilla. What aspects of the Bleecker Street experience were your inspiration for this fragrance, and can you describe the person you think the scent will appeal to?
Bleecker Street was easy. All we had to do was observe what happened to that street in the last 2 years. The fashion taking over the art was the inspiration for Bleecker Street for both the packaging and the scent. Bleecker Street will appeal to both men and women since it's a shared fragrance.

Tomorrow: Bond no. 9 Eau de New York

Filed Under: perfume talk
Tagged With: bond 9, interviews, laurice rahme

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30 Comments

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  1. Anonymous says:
    10 October 2005 at 9:10 am

    Lovely interview R! I absolutely adore their concept and bottles. I did like Nuits de Noho but have never bought any. Harvey Nicks have them since earlier this year which is great. Wonder if she plans to launch in Paris – if she hasn't already.

    :))

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  2. Anonymous says:
    10 October 2005 at 9:39 am

    Great interview, Robin. It's wonderful to see niche perfumes gaining in popularity. I've been remiss in not sampling this line, and I must soon.

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  3. Anonymous says:
    10 October 2005 at 9:43 am

    Thank you for this interview! I recently discovered Chinatown and So New York, both of which I really liked. I love the painstaking detail of the packaging, which is among the most memorable. The new Swarovski crystal bottle for Chinatown is amazing!

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  4. Anonymous says:
    10 October 2005 at 9:43 am

    Thanks for the interview with the wonderful, charming and very generous Laurice! I'm so happy that this line is a great success. From the packaging to the scents and the adorable samples, she has poured herself into the details. And since my heart resides in NY (even though the rest of me is in Ohio!) I love the entire idea of Making Scents Of New York! I feel the need to spray a bit of So New York right now, my very first Bond purchase.

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  5. Anonymous says:
    10 October 2005 at 9:50 am

    Thank you N. Nuits de Noho is lovely & one of their better fragrances, I think, along with Chinatown.

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  6. Anonymous says:
    10 October 2005 at 9:51 am

    A, you will have quite a task ahead of you…it is a big line.

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  7. Anonymous says:
    10 October 2005 at 9:52 am

    V, the packaging is superb. I still love the Eau de New York bottle best, but Chinatown & Bleecker Street are gorgeous as well.

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  8. Anonymous says:
    10 October 2005 at 10:07 am

    Hi P, I love the idea & the packaging too. I would love to see a similar line for the California cities…even if just one scent per city. San Francisco needs a signature fragrance!

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  9. Anonymous says:
    10 October 2005 at 10:10 am

    Wonderful interview R! Once I told you there wasn't a single Bond No 9 scent I liked, and you recommended to try Chinatown. Now I need a full bottle of it for coming winter, it is so smooth and comforting. I bow to you, oh the Wise One. 🙂

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  10. Anonymous says:
    10 October 2005 at 10:34 am

    M, Well, the only question is whether you'll go for the crystal bottle or the regular, LOL — although of course you can also do by the ounce if you can stand to go without that beautiful bottle 😉

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  11. Anonymous says:
    10 October 2005 at 10:49 am

    Well, no one has won that Powerball yet, so … if we do, I will get the crystal one, hehehe But since it is never ever going to happen, I will settle for the regular bottle, it is stunning as it is, peach blossoms and all.

    I always thought of Bond No 9 as being very expensive, and yes, they are, but I just noticed that Chinatown is $15 cheaper than say DelRae scents, one of which I just got…so, hey Chinatown is a bargain 🙂

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  12. Anonymous says:
    10 October 2005 at 10:58 am

    I would have preferred a more hard hitting interview…what DID happen with creed, why was there a falling out?

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  13. Anonymous says:
    10 October 2005 at 11:34 am

    M, you know you can also buy them by the ounce…just in case that Powerball ticket eludes you, LOL !

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  14. Anonymous says:
    10 October 2005 at 11:41 am

    Sorry to have disappointed you then! I rather doubt Laurice would have answered such a question in any case.

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  15. Anonymous says:
    10 October 2005 at 2:26 pm

    I finally got around to trying Chinatown… wowza! It's so not me, but I am struck dumb by how beautiful it is. Thanks for another interesting interview, R.

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  16. Anonymous says:
    10 October 2005 at 3:13 pm

    There's Amoureuse, by Parfums Delrae, and it is a clever rendition of the City.

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  17. Anonymous says:
    10 October 2005 at 3:20 pm

    True enough, and I do love Amoureuse but for some reason I don't catch the association with SF.

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  18. Anonymous says:
    10 October 2005 at 3:21 pm

    Agree with all of that K, it isn't “me” either.

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  19. Anonymous says:
    10 October 2005 at 4:47 pm

    Prior to my trip to NYC I only owned Little Italy. I hadn't really fallen for the others I tried, I don't care much for patchouli which tends to be a common note. But while there, in the Original Bond #9 store, I fell in love with and bought New York Fling. Next mimosa in Fashion Avenue was calling to me. But I resisted, now of course it's still on my mind and I will be purchasing that one too! And one more, West Broadway. Very incensey to my nose like a sweeter more upbeat MdM.

    Anxiously awaiting Bleecker Street, but again there is patchouli so we'll see. Great interview, thanks!

    Victoria O

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  20. Anonymous says:
    10 October 2005 at 5:12 pm

    V, Have only tried Bleecker Street very briefly but I would say the patchouli is very subdued. I am patchouli-phobic and I hardly notice it.

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  21. Anonymous says:
    10 October 2005 at 7:07 pm

    Hi R! I loved your interview, Laurice is wonderfully charming, and I love the Bond No. 9 store. I purchased So NY when I was there last weekend, going in with the intention of buying Nuits de NoHo. Since the purchase, I've had a cold, so I haven't had a chance to really enjoy it.

    I love the Bonds, mostly because of their inclusion of patchouli, which to me adds depth and sensuality to the scent. I tried Bleecker St, and didn't detect the patch at all, which was disappointing to me. It dried down to the sole note of thyme, which I found very irritating. The bottle is quite a work of art!!

    Did Laurice mention any notes of West Side Stories? As a Brooklyn girl, now transplanted in CT, I am looking forward to her tackling of the outer boroughs.

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  22. Anonymous says:
    10 October 2005 at 8:14 pm

    K, No word at all on West Side Stories, sorry — I did ask! The Bleecker St bottle is beautiful & we agree completely on the lack of noticeable patchouli, which of course makes me happier than it does you 😉

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  23. Anonymous says:
    10 October 2005 at 10:47 pm

    I suspect you are right. No need to apologize! AZTEC

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  24. Anonymous says:
    12 October 2005 at 1:58 pm

    When you posted this you pretty much forced me to visit, finally, the Bond St. store. Huge! I forgot to ask them if I could BYOB and get a half ounce.

    Laurice is a hoot and I liked her a lot the one time I met her. She had a ton of stories about the industry and was happy to share. Thanks for the post!

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  25. Anonymous says:
    12 October 2005 at 5:34 pm

    T, I have heard that you can BYOB for a minimum of 1 oz, but have never confirmed it. Glad you finally made it to the store!

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  26. Anonymous says:
    20 November 2005 at 8:54 am

    i went to saks..to try the very much anticipated Bleeker St..really disappointing. for me..i want a scent to last .something u do not have to keep re applying..ie Broadway Nite, New Harlem, New York Fling..and i left with and for u individualist out there..New Harlem&Little Italy..they are great 2gether!!( and alone).. ..in that order..was recommened to me by ..someone in the Bond corporate office..and at 1st I thought ..WHAT??? but its really GREAT!!! and unique..the Mandrin gives the NEW HARLEM a great kick…..

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  27. Anonymous says:
    20 November 2005 at 3:50 pm

    S, that is exactly the combination that Marlen recommends in his review of New Haarlem. I will have to try it some day!

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  28. Anonymous says:
    20 November 2005 at 5:15 pm

    smiles & a wink..im already on the next one..West Side Story..did she say 06? i read also X-mas of 05..so i dont know which it is ..does anyone??

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  29. Anonymous says:
    20 November 2005 at 6:54 pm

    S, very early in 2005, I was hearing “by the end of the year”, but the latest seems to be that it won't come out until 2006.

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  30. Anonymous says:
    20 November 2005 at 7:50 pm

    thanks for that..in the interview when asked what is “your” personal fav.she said the 1 shes working on now..i guess its going to be “great” but fall of 06??..Gosh! im growing pld here..!! i wonder whats taking so long?? didnt she release 10 of them all at once when they debut..i guess im just impatient..was really dis. with Bleeker Street…was so looking forward to smthg really spectacular and off the beaten path ..like the feeling i got when i first smelled..New Harlem or Nuit der Noho..and Broadway Nite.& NY Fling etc..4 me i know right away..i either like it or i dont..if i have to think about it..theres my answer..thankyou 4 the info..wink

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