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Eau de 90210: Beverly Hills launches its fragrance Tuesday

October 12, 2010 | 12:01 pm

Rage_shield Three fragrances bearing the familiar Beverly Hills brown shield logo will be unveiled Tuesday, reports our colleague Catherine Saillant.

According to the story, Dan Walsh, executive director of the Beverly Hills Chamber of Commerce, declined to describe the scents  -- which in addition to the licensed use of the city's name and shield, will bear names including "Iconic" and "Must Have" (and a $120 price tag) -- in hopes of not spoiling the big reveal Tuesday at Greystone Mansion in Beverly Hills.

As soon as we can wave some bottles under our collective noses, we'll offer up our take on the trio of perfumes that will hit retail in January and are expected to generate an estimated $100,000 a year in royalties for the city's marketing department.

-- Adam Tschorn

Photo: The Beverly Hills shield design will appear on a trio of Beverly Hills branded perfumes being launched Oct. 12, 2010.  Credit: Robert Gauthier / Los Angeles Times