273 by Fred Hayman Perfume. Launched in 1989 by Fred Hayman, the glamorous women's fragrance 273 pays tribute to a particular Beverly Hills address. The epitome of boutique chic is captured by this luxurious scent, the creation of a designer known as the man who put Rodeo Drive on the map. Indulge in the lush Oriental floral composition, which pairs juicy peach and plum with romantic gardenia, tuberose and jasmine. Cast a seductive spell wearing a fragrance that radiates timeless Hollywood.