Made entirely in France and packaged in little portable spritzers that look more than a bit like Bic lighters, Parfum Bic will retail for just $5 a quarter-ounce, one-tenth the price of a typical French perfume. Parfum Bic already is selling briskly in Europe, the company reports. Already, cocooned in decidedly downscale blister packs, the product is hitting the speed racks of American supermarkets, drug and variety stores. With this product, Bic hopes to create a whole new low-price perfume category by advancing the notion of perfume as a product that can be bought and used spontaneously.
