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...

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