Magazine content is available exclusively for TIME subscribers.People: Nov. 22, 1982
The name somehow lacks the imperial grace of such reigning fragrance houses as Chanel and Lanvin. But images can change, and indeed they will have to if Actor Ernest Borgnine, 65, is to become the improbable pitchman for Tova, a semi-namesake scent being marketed by his wife Tove, 41. The Borgnines boldly contend that Tova is "the most expensive perfume to make in the world." The sale price: $55 a quarter ounce (compared with $37.50 for the same amount of Chanel No. 5). Quite a step up for the guy who made his name...
To read the entire article, you must be a TIME subscriber. Already registered? Sign in below
Current print subscribers to register
Subscribe now to get TIME All Access
Email, Password or Region is incorrect
A required form parameter was missing.
The System is currently down. Please try again in a few minutes.
Email Address is invalid
Password is blank
Most Popular »
- 50 Best iPhone Apps 2012
- Deadly Cold Grips Europe
- Your Turn, Canada: A Second-By-Second Look at Jeremy Lin Lighting Up Toronto
- What's in Your Lipstick? FDA Finds Lead in 400 Shades
- Iowa Welcomes Back China's Next President
- Rick Santorum Wants to Fight 'The Dangers Of Contraception'
- Linsanity Heads East, Linfects China and Taiwan
- Why Obama's Re-Election Fortunes Are Suddenly Looking Up
- After Whitney Houston, Musicians Say: I'm Afraid
- Why I Won't Be Boycotting Chick-Fil-A
- Harvard's Hoops Star Is Asian. Why's That a Problem?
- Iowa Welcomes Back China's Next President
- The Upside Of Being An Introvert (And Why Extroverts Are Overrated)
- Beirut: Where Valentine's Day Belongs to Another Kind of Saint
- Friends With Benefits
- With Syria's Rebels: A Visit to a Bombmaker's Factory
- Europe's Deep Freeze: Why Climate Change Is Not (Entirely) to Blame
- Study: Lead Poisoning Could Lurk in Spices
- New York City: 10 Things to Do
- Romney's Cruel Canine Vacation
More News from Our Partners
Top Stories on TIME.com
Quotes of the Day »
MILORD KESHISHIAN, an attorney with Milord & Associates, a patent, trademark and copyright firm in Los Angeles, commenting on an attempt by Yenchin Chang, an Alhambra, Calif., resident, to patent the word Linsanity
