I was driving through west LA today when I came across this billboard while waiting at the light.
For those who can’t see images it reads “Bijan: menswear, jewelery, perfume … the most expensive in the world!” Why did I snap this picture? I couldn’t believe the best Bijan could come up with for their slogan/headline was “…the most expensive in the world.” Here’s a close up on the sign…
Last time I checked we are going through economic meltdown so I would have thought marketers would want to highlight the value or feeling their products bring their customers rather than the price of their goods (Just Do It, The World On Time, etc…) However, Bijan, being the bold company that they are decided to buck that trend and just focus on the fact that if you buy their products you have just purchased something that is ultra expensive…could be totally useless, but hey you now have yourself an expensive useless Bijan product. Woohoo!
Well rather than pick on Bijan for their marketing strategy I’ll try to lend a constructive hand by suggesting some other slogans that might work in the same vein:
- Poor people need not buy
- The most unattainable for poor people
If those slogans ever end up being their official slogan let this blog post be proof that it started here.
Just to see if they were advertising correctly I decided to do a little fact checking. Apparently they are lying! Bijan is not the most expensive in the world. For my research I looked at women’s perfume.
According to Forbes magazine the world’s most expensive perfume is Imperial Majesty which costs $215,000 a bottle.
So obviously an expensive perfume, but surely something that Bijan could blow out of the water since like their billboard said they are “the most expensive in the world.” After a brief google search I found that the most expensive bottle of Bijan perfume is… $128!
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