• About
  • Login to comment
    • Facebook
    • RSS
    • Twitter

Now Smell This

a blog about perfume

Menu ▼
  • Perfume Reviews
  • New Perfumes
  • Perfumers
  • Perfume Houses
  • Shop for perfume
  • Resources

Joy is the scent of a new BMW

Posted by Robin on 12 February 2010 16 Comments

BMW autoshow car with scent strip

To promote BMW Financial Services, Cundari, its Canadian agency of record, has produced an autoshow handout card similar to the perfume ads common in many magazines. Featuring a close-up glamour shot of a woman, copy for the ad reads, "Joy is an exciting new fragrance from BMW." ...Consumers can open a fold-over tab on the right side of the ad that releases the smell of leather thanks to a scent product from New York-based scent marketing company Scentisphere.

— From BMW FINANCIAL HAS SCENTS APPEAL at Marketing magazine.

Filed Under: perfume in the news
Tagged With: scent marketing

Advertisement


16 Comments

Leave a comment, or read more about commenting at Now Smell This. Here's our privacy policy, and a handy emoticon chart.

  1. Joe says:
    12 February 2010 at 11:51 am

    I guess Patou wasn’t at the front of their minds when this was created, eh?

    That really had me confused for a moment, because I DID immediately assume it was a tie-in with Patou. LOL. Also interesting — and confusing — that the car company has expanded from auto financing into other financial services.

    Log in to Reply
    • miss kitty v. says:
      12 February 2010 at 12:47 pm

      I’m just waiting for Patou to sue them.

      Log in to Reply
      • Dawnkana says:
        12 February 2010 at 1:27 pm

        Yep, that was my first thought also.

        And, Joe, I was confused at first to because I thought they were talking about Patou’s Joy being the “scent” for BMW.

        Log in to Reply
    • Robin says:
      12 February 2010 at 1:39 pm

      Interesting, that didn’t even occur to me, but now that you mention it I don’t know why it didn’t.

      Log in to Reply
  2. Absolute Scentualist says:
    12 February 2010 at 12:31 pm

    My first thought, upon reading the title of the article, was that they’ve figured out yet another way to infuse cars with perfume, and that a car scented with Joy would be grand. But then I thought,”Well just spray a card with some Joy and leave it in the car for a week in the boiling summer heat and there ya go. Money saved.”

    I rather like new car smell, though, so often refrain from any scented car products for a while until that smell wears off. if BMW put out that scent strip in a perfume, or “car fragrance”, I’d definitely buy it. Cuir de BMW would be just fine, especially if they partnered up with CDG, who’d probably do a fantastic job of it. :)

    Log in to Reply
    • boojum says:
      12 February 2010 at 1:13 pm

      Agree!

      Log in to Reply
    • Joe says:
      12 February 2010 at 1:39 pm

      If I recall, those el-cheap-o car air fresheners they sell at the car wash come in a scent called “new car”, but it just smells NAS-TAY!

      Cuir de BMW is hilarious, but probably decant-worthy for sure.

      Log in to Reply
    • Robin says:
      12 February 2010 at 1:40 pm

      Cuir de BMW — that would sell, I’m sure.

      Log in to Reply
  3. Dzingnut says:
    12 February 2010 at 2:43 pm

    When I read it, I thought they were giving out a bottle of Joy with every new BMW …

    Log in to Reply
    • Robin says:
      12 February 2010 at 3:31 pm

      They ought to!

      Log in to Reply
    • LeBeau says:
      12 February 2010 at 4:15 pm

      That was EXACTLY my thought as well! I was looking for the following ‘tie in’ line that said something like ‘Two Classics that complement on another’…or some such phrase.

      Log in to Reply
    • Joe says:
      12 February 2010 at 4:55 pm

      Hey, at least I can *afford* a bottle of Joy. Barely.

      A BMW? Not so much.

      Log in to Reply
  4. newsitian09@yahoo.com says:
    12 February 2010 at 5:54 pm

    Of course we thought of the perfume. To use it this was is infringing on years of trademark advertising practiced by JOY perfume. I can naturally assume this is an open and shut case against BMW and rightfully so. Bad car, bad, bad car. Go to your room without your oil change.

    Log in to Reply
    • Robin says:
      12 February 2010 at 6:56 pm

      I’m not a trademark lawyer so couldn’t say, but from my perspective, hard to see any harm since they have not launched any consumer product.

      Log in to Reply
  5. Lovetosmell says:
    13 February 2010 at 4:26 am

    I got excited at the thought of a BMW perfume it was a slow week for me.LOL

    Log in to Reply
    • Robin says:
      13 February 2010 at 10:01 am

      LOL — sorry!

      Log in to Reply

Leave a reply Cancel reply

You must be logged in to post a comment.

Advertisement

Search

From NST at Twitter

    Browse by...

    Topic

    Perfume talk New fragrances
    Shopping Books :: News
    Body products Home fragrance
    Polls Another subject

    Date

    March 2023
    February 2023
    January 2023
    December 2022

    Prior months

    Author

    Robin Jessica
    Angela Kevin
    Erin Guest Author

    Tag

    Celebrity perfumes
    Cheap thrills
    Collector bottles
    Perfumista tip series
    Video
    The complete tag index

    Recent reviews

    Atelier Cologne Love Osmanthus
    Moschino Toy Boy
    Arquiste Misfit
    Diptyque Eau Capitale
    Zoologist Bee
    Parfum d’Empire Immortelle Corse
    Comme des Garcons Series 10 Clash
    Frédéric Malle Rose & Cuir
    L’Artisan Parfumeur Le Chant de Camargue
    Yves Saint Laurent Grain de Poudre
    Régime des Fleurs Chloë Sevigny Little Flower
    Chanel 1957
    Gallivant Los Angeles
    Amouage Portrayal Woman

    Blogroll

    Bois de Jasmin
    Grain de Musc
    Perfume Posse
    The Non-Blonde
    More blogs...

    Perfumista lists

    100 fragrances every perfumista should try
    And 25 more fragrances every perfumista should smell
    50 masculine fragrances every perfumista should try
    26 vintage fragrances every perfumista should try
    25 rose fragrances every perfumista should try
    11 Cheap Perfumes Beauty Outsiders Love

    Favorite posts

    The Great Perfume Reduction Plan
    Why I Love Old School Chypres
    New to perfume and want to learn more?
    How to make fragrance last through the day
    Fragrance concentrations: sorting it all out
    On reformulations, or why your favorite perfume doesn’t smell like it used to
    How to get fragrance samples
    Perfume for Life: How Long Will Your Fragrance Collection Last?

    Upcoming

    List of upcoming Friday projects

    20 May ~ Haiku Challenge
    20 May ~ splitmeet

    Back to Top

    Home
    About Now Smell This :: Privacy Policy

    Shop for Perfume Online
    Perfume Shopping in New York
    Perfume Shopping in London
    Perfume Reviews
    New Perfumes
    General Perfume Articles
    The Monday Mail

    Glossary of Perfume Terms
    Perfume FAQ
    Perfume Links
    Perfume Books
    Fragrance Awards

    Noses ~ Perfumers A-E :: F-K :: L-S :: T-Z

    Perfume Houses A-B :: C :: D-E :: F-G
    H-J :: K-L :: M :: N-O :: P :: Q-R :: S
    T :: U-Z

    Copyright © 2005-2023 Now Smell This. All rights reserved.