What would a perfume called Beverly Hills smell like? Some combination of new money, plastic-surgery waiting rooms and disdain for "the little people"? Just a guess. The jokes are almost too easy, with the Associated Press taking a fairly uncatty stab at it by dubbing the new fragrance line "9021-Eau." But the city may have the last laugh, since it's one of a handful of places that has an internationally known name and image, for better or worse. City leaders have a five-year goal of making $500,000 from the sale of three Beverly Hills-branded colognes and a still-to-debut cosmetic line. The first perfume will go on sale—retail price: $120—in January. Don't look for it at CVS. Bradford Licensing is handling the tony city's deals, which, depending on response, could fan out further. Drop us your own suggestions about what the conspicuous-consumption capital should do next. Beverly Hills Botox? Sure, why not?