Business Notes

Peddling perfume at gas stations? The idea seems as silly as selling caviar at Burger King. Yet for four foolish years, France's Societe Bic, maker of disposable pens, razors and cigarette lighters, sought to extend its throwaway empire to the epitome of upscale sophistication: French perfume and cologne. The company introduced low-budget plastic atomizers for men and women at newsstands, hair salons and gas stations across Europe and the U.S. Multimillion-dollar ad campaigns touted Bic fragrances as "the naked perfume" and "Paris in your pocket."

The outcome was merely a big stink: losses that approached $25 million by the end of 1990. Now Bic will officially pull the plug on its perfume line at / the stockholders' meeting later this month. Bad reviews were only part of the problem. Bic may have ultimately been undone by the simple but deadly logic of snob appeal -- namely, it is not luxury that makes things expensive, but expense that makes things luxurious.