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Perfume History The word “perfume” comes from Old Provincial French perfumar – per “through” and fumar “to smoke”. A world without perfume would be a world without history…
Perfume has always been important in the history of mankind. Used by the ancient Egyptiants, Romans, Chinese and mentioned in the Bible, perfume is an instrument of worship, medical care, hygiene or beauty ritual, but it was also quickly considered as a pleasure for the mind and body and used as a tool of seduction.
PERFUMERY MILESTONES Antiquity
1490-1600, Renaissance The use of fragrance at the Versailles court reached intoxicating levels. The makers of gloves, fragrances and powders became organized and developed their trade.
1700-1789, Age of Enlightenment 1789-1860, Napoleonic years 1860-1900, Modern Perfumery 1900 : the "Belle Époque“, Coty and René Lalique, turned the fragrance into a product of luxury with a prestigious name and a beautiful bottle. 1920-1930 : The flappers of the Roaring Twenties, embracing emancipation and innovation with gusto, discovered the novel freshness of aldehydic fragrances. 1950-1960 : In the Fifties, fragrance lost its exclusive image. The first eaux de toilette for men made their appearance. The first American perfume was born. 1960-1970 : 1960 ushered in an era of opposition and a change in social behavior. In terms of fragrance, it signaled the appearance of a new olfactive freshness. 1970-1980 : The seventies woman claimed her individuality and proudly wore a "lifestyle" scent. Men started to use scent independently of their shaving ritual. Marketing analysis transforms perfumery ,before being created, the fragrance is conceptualized and must reply to the supposed desires of consumers. 1980-1990 : A time of individualism and confrontation. Fragrance, blatant, powerful, became a reflection of the strong sensations sought after by the surfers and the yuppies. New fruity notes, which originated in the US, added a novel twist to men's and women's fragrances. 1990-2000 : Materialism was fading into the past. Men and women were yearning for a purer world. They were sharing fragrances that reflected the search for a new freshness. The 21st century has focused on a return of the entrepreneur and the desire to control your own destiny. Femininity is asserting itself in a powerful way that reached its peak in 2003, when the ‘porno-chic’ trend flaunted provocative ‘bad girls’. After there was a transition towards more emotion and authenticity. The market has been leaning towards a ‘vintage’ concept, particularly with the boom in nouveaux chypres, like Coco Mademoiselle. New values, like ecology and sustainable development are emerging. At the same time, inter-community connections are growing stronger. An obvious overture that translates into new olfactory codes: less compartmentalized, men’s fragrances explore an intense, oriental, and even floral sensuality. Niche brands offered unisex fragrances that went against the diktats of marketing. And to satisfy a growing desire to stand out from the crowd, fragrance were going all out with limited-edition, exclusive, ‘vintage’ and even custom-made scents. |
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