The most recent of these comes from the house of Oscar de la Renta, which began selling a cocktail-sized, flower-shaped perfume ring exclusively on its Facebook Page Wednesday. The $65 ring encases a solid concentration of a fragrance Oscar de la Renta's fans are already familiar with through a Facebook sampling campaign the company conducted last spring.
In an interview with Mashable in September, Oscar de la Renta CEO Alex Bolen said he expects Facebook "will become a major channel of commerce" for many brands. "Whether [Facebook] becomes one of ours depends on us developing products that are right for our brand and that channel of our commerce," he added.
Although $65 is at the very low end for a product bearing the Oscar de la Renta name, Bolen still expressed "some reservations" about whether a $65 item would sell well on Facebook.
Oscar de la Renta isn't the first fashion or luxury brand to experiment with F-commerce in this way. Earlier this year, Diane von Furstenberg began offering a different $345 wrap-style exclusively through Facebook every month. Elsewhere, brands and retailers have created shopping tabs on their respective Facebook Pages, allowing users to browse and complete purchases without leaving the social network, while others have created apps that allow fans to customize products they can then purchase on Facebook or their websites.