VSP by Jovan c1973

Launched in 1973, VSP (Very Special Perfume) by Jovan was a bold statement in the world of affordable luxury. The name itself, Very Special Perfume, was an intentional choice—designed to evoke exclusivity, quality, and a touch of indulgence. At a time when high-end European fragrances such as Chanel No. 5, Joy, Shalimar, Bal à Versailles, and L’Air du Temps set the gold standard for fine perfumery, Jovan sought to create a scent that could stand alongside these icons while remaining accessible to a wider audience. By offering VSP at a fraction of the price of traditional luxury perfumes, Jovan appealed to women who desired sophistication and elegance without the extravagant cost.

The early 1970s was a dynamic period of change in fashion, culture, and perfumery. This era, sometimes referred to as the Me Decade, was marked by both a growing emphasis on personal expression and a shift away from the rigid societal expectations of the past. Women were embracing newfound independence, both in their personal and professional lives, and the idea of accessible luxury resonated deeply. In fashion, fluid, feminine silhouettes coexisted with the bold, exaggerated styles of disco, while natural fabrics and bohemian influences reflected a love for freedom and self-expression. Perfume trends mirrored this diversity—while fresh, green scents like Estée Lauder’s Aliage and citrusy chypres like Diorella were emerging, opulent florals and warm, powdery compositions remained in high demand.

VSP was classified as a sweet floral fragrance, opening with an aldehydic freshness that gave it a sparkling, airy quality. The heart of the perfume bloomed with radiant florals—jasmine, rose, hyacinth, and ylang-ylang—creating a warm, enveloping scent that felt both classic and contemporary. These rich, feminine notes were grounded by woody, powdery undertones, including sage, orris root, and balsam, which lent the perfume a lasting depth and elegance. The result was a scent that felt romantic, refined, and timeless, drawing inspiration from the great perfumes of the past while maintaining a modern accessibility.

For women of the 1970s, VSP was a symbol of attainable luxury. It allowed them to experience the richness of a fine perfume without the prohibitive cost, breaking the notion that quality fragrance was reserved only for the elite. The name itself—Very Special Perfume—would have resonated with women seeking to indulge in something refined and beautiful, a scent that made them feel elegant and self-assured.

In the broader landscape of perfumery, VSP aligned with existing trends while offering something unique. It shared the refined floral elegance of legendary classics but presented it in a way that was more affordable, approachable, and wearable for everyday life. Jovan’s decision to create a perfume with over 65 individual ingredients, meticulously crafted to rival the prestige of its luxury counterparts, demonstrated the brand’s commitment to quality. As Nancy Hayden, Jovan’s fragrance director, explained, their goal was to introduce women to fine perfume at a price they could afford—encouraging them to embrace the beauty of true perfumery, not just colognes and toilet waters.

Nancy and others spent months testing combinations formulated at the firm’s plant in Bensenville. “We wanted to offer a one third ounce of perfume at $5 because so many women have never been able to try quality perfume because they couldn’t afford it. Americans tend to buy cologne and toilet water rather than perfume because they’re more reasonable.”

Ultimately, VSP by Jovan was more than just a fragrance; it was a statement on accessibility, elegance, and self-indulgence in a rapidly changing world. It captured the essence of a decade where women were embracing their identities in new ways—seeking balance between tradition and modernity, luxury and practicality. Though it may not have achieved the legendary status of the classics that inspired it, VSP remains a fascinating example of Jovan’s innovative approach to perfumery.

Fragrance Composition:

So what does it smell like? VSP by Jovan is classified as a sweet floral  fragrance for women. Opens with an aldehydic fresh top, followed by a radiant floral heart, resting on a woody, powdery base.

• Top notes: aldehydes, Calabrian bergamot, green accord, Georgian peach
• Middle notes: Dutch hyacinth, Comoros ylang ylang, Grasse rose, Grasse jasmine, Alpine lily of the valley, Florentine orris root, French lilac, Zanzibar carnation
• Base notes: Hungarian clary sage, balsam, Mysore sandalwood, Tyrolean oakmoss, Tibetan musk, Virginian cedar, Omani frankincense, Maltese cistus labdanum

Scent Profile:

The first impression of VSP by Jovan is a luminous burst of aldehydes, their effervescent, champagne-like fizz creating an immediate sense of radiance. These sparkling notes lend the fragrance an airy sophistication, like the crispness of freshly laundered linen drying in the morning sun. Alongside this brightness, the Calabrian bergamot unfolds—its citrusy zest more complex than an ordinary lemon, with hints of spicy warmth and a delicate floral undertone unique to the sun-drenched groves of southern Italy. A green accord follows, evoking the tender crispness of crushed leaves and fresh stems, a dewy coolness that keeps the aldehydes from becoming too airy. Then, the lush sweetness of Georgian peach ripens—juicy, golden, and dripping with nectar. Peaches from Georgia’s rich, sun-warmed soil are known for their exceptional depth of flavor, and here, this fruit note lends a soft, velvety roundness to the sparkling top, tempering the brightness with its honeyed flesh.

As the fragrance settles, the floral heart begins to bloom in full, an opulent bouquet of meticulously chosen blossoms from around the world. The Dutch hyacinth emerges first, with its dewy, cool, and almost spicy floralcy, reminiscent of a spring garden in full bloom. This is quickly joined by Comoros ylang-ylang, one of the most intoxicating florals in perfumery, sourced from the humid tropics of the Comoros Islands, where the warm climate enhances its creamy, slightly fruity, and almost narcotic sweetness. The heart of the perfume truly unfolds in Grasse rose and Grasse jasmine, both cultivated in the legendary perfume fields of southern France. The rose from Grasse is rich and velvety, carrying nuances of honey and soft spice, while the Grasse jasmine is a warm, slightly indolic white floral that feels sunlit and deeply sensual. These two create an unmistakable floral elegance, tempered by the cool, watery cleanness of Alpine lily of the valley, whose bell-shaped blossoms add a fresh, green brightness to the floral medley.

Adding to the complexity is Florentine orris root, one of the most precious ingredients in perfumery. Aged for years before distillation, this root from Florence imparts a soft, powdery, violet-like warmth, giving the fragrance a plush, almost buttery texture. Meanwhile, the lilac note, sourced from the fragrant gardens of France, contributes a soft, nostalgic sweetness—its ephemeral quality like the fleeting beauty of early spring mornings. The floral heart is punctuated by the unexpected heat of Zanzibar carnation, a fiery, clove-like spice that lends warmth and depth, weaving through the delicate florals like a thread of deep crimson silk

As the fragrance deepens, the warmth of the Hungarian clary sage emerges—a velvety, herbal sweetness with hints of amber and leather. This is seamlessly enveloped by the richness of balsam, a resinous, slightly sweet warmth that cushions the transition to the deeper base notes. The legendary Mysore sandalwood anchors the composition, its creamy, buttery smoothness instantly recognizable. Unlike other sandalwood varieties, Mysore’s version—sourced from India—exudes an unparalleled depth, with soft, milky undertones that linger luxuriously on the skin.

Earthy depth arrives through Tyrolean oakmoss, harvested from the forests of Austria’s alpine region, where the moss develops a particularly rich, damp, and almost leathery aroma, evoking the scent of ancient woodlands and cool, shaded earth. This is beautifully intertwined with Tibetan musk, a rare and elusive note that adds an animalic, skin-like sensuality—warm, deep, and softly erotic. A touch of Virginian cedar reinforces the woody base, its dry, slightly smoky character lending structure to the composition.

Finally, the most mystical elements emerge—the sacred resins. Omani frankincense, revered since antiquity, brings an ethereal, slightly citrus-tinged smokiness, its spiritual depth unmistakable. The Maltese cistus labdanum, rich and ambery, rounds out the fragrance with a balsamic warmth that lingers, like the sun setting over an ancient Mediterranean landscape.

Together, these elements create a fragrance that feels both timeless and decadent—a harmonious blend of floral radiance, velvety woods, and sacred resins, offering a scent that is luxurious, warm, and profoundly feminine. VSP by Jovan is not just a perfume; it is an experience—an olfactory journey through some of the world’s most exquisite raw materials, meticulously composed to evoke beauty, elegance, and a sense of indulgence.

Product Line:

To cater to a variety of preferences and occasions, VSP by Jovan was offered in multiple formats, allowing wearers to experience its rich, floral warmth in different intensities and applications. Each formulation was carefully crafted to maintain the integrity of the fragrance while providing versatility for daily wear or special moments.

The parfum was the most concentrated and luxurious form of VSP, designed for those who desired the purest expression of the fragrance. This version contained the highest percentage of precious essences, allowing the wearer to experience the full depth of its opulent floral heart and rich, resinous base. Just a few drops were enough to create a long-lasting and intimate scent, clinging to the skin with a warm, velvety embrace. It was the perfect choice for evening wear or special occasions, enveloping the wearer in a sophisticated and indulgent aura.

For those who preferred a lighter yet still elegant application, the cologne offered a more refreshing take on VSP. Less concentrated than the parfum, this version was ideal for everyday wear, imparting a soft veil of fragrance that was both inviting and effortless. The bright aldehydic top notes and sparkling bergamot were more pronounced in this formulation, making it a perfect choice for daytime use. The cologne concentrate, on the other hand, provided a more intensified experience while remaining lighter than the parfum. This format was ideal for those who wanted a longer-lasting scent without the full potency of the pure parfum, making it a versatile option that could transition seamlessly from day to night.

To extend the fragrance experience beyond traditional perfume applications, VSP by Jovan was also available in scented soap. This luxurious soap infused the rich floral and woody accords of the fragrance into a cleansing ritual, allowing the wearer to indulge in the scent from the very start of the day. As the creamy lather enveloped the skin, the delicate notes of jasmine, rose, and sandalwood would subtly linger, leaving a soft and refined fragrance even after rinsing. The scented soap was not only a practical addition to the line but also an elegant way to layer the fragrance for those who wished to enhance its longevity throughout the day.

Together, the VSP by Jovan product line provided a full spectrum of fragrance experiences, ensuring that every woman could find her preferred way to wear and enjoy this warm, floral composition. Whether through the richness of parfum, the freshness of cologne, the balance of cologne concentrate, or the indulgence of scented soap, VSP offered a touch of luxury and sophistication in every form.

Upon its debut in 1973, VSP by Jovan was marketed as an extraordinary fragrance that bridged the gap between luxury and accessibility. The Palm Beach Daily News heralded its arrival by emphasizing its ability to "capture the delicate sensuality of real flowers in a passion-compelling fragrance." Jovan positioned VSP as a scent inspired by the world's most opulent perfumes, yet at a price point that defied industry norms. At just $5 for a third of an ounce—or $15 per ounce—it was an ambitious move in a market where prestigious perfumes often cost more than double that amount. By offering a high-quality fragrance at an attainable price, Jovan sought to democratize luxury, making fine perfumery accessible to a broader audience. The brand played upon the era’s fascination with romance and sensuality, declaring that VSP’s floral composition was designed for the woman who desires "real romance"—a fragrance that exuded both shyness and sensuality in equal measure.

By 1974, Vogue took note of VSP's growing presence in the American market, affirming that its name was well-chosen. The magazine emphasized its use of natural oils extracted from freshly pressed flowers, aligning with the 1970s’ increasing appreciation for authenticity and nature-inspired beauty. The reference to America’s "passion for initials" highlighted not only a cultural trend but also the smart branding choice behind the name VSP—Very Special Perfume. The abbreviation gave the fragrance an air of exclusivity and sophistication, much like other prestige brands that often relied on elegant, succinct branding to create allure.

By 1976, Vogue further underscored VSP’s dual nature. Describing it as "innocently floral on the surface, simmering with passion underneath," the magazine positioned the fragrance as one that played upon contrast—soft and delicate at first, yet revealing a more seductive depth as it warmed on the skin. This duality mirrored the shifting attitudes of the 1970s woman, who embraced both traditional femininity and newfound independence. VSP was not just a fragrance; it was a statement of quiet confidence, an embodiment of both innocence and allure.

Through these press mentions, VSP by Jovan solidified itself as a fragrance that offered luxury without pretense, sophistication without extravagance, and sensuality without excess. It was a perfume designed for the modern woman of the 1970s—romantic yet assertive, effortlessly elegant yet undeniably bold.

Fate of the Fragrance:

When VSP by Jovan was introduced in 1973, it quickly captured the hearts of many women who sought a luxurious floral perfume at an accessible price. With its rich bouquet of natural flower oils and a name that evoked exclusivity—Very Special Perfume—it resonated deeply in a decade that celebrated both romance and self-expression. The fragrance became a signature scent for many, its delicate yet sensual floral composition leaving a lasting impression. However, despite its popularity throughout the 1970s and early 1980s, VSP quietly disappeared from the market around 1984.

The reasons for its discontinuation remain unclear. Perhaps changing fragrance trends, shifts in Jovan’s brand focus, or evolving consumer preferences led to VSP’s gradual phase-out. By the mid-1980s, bold, powerhouse fragrances like Dior’s Poison (1985) and Calvin Klein’s Obsession (1985) were beginning to define the new era of perfumery, favoring richer, more dramatic compositions over the softer florals of the previous decade. Yet, for those who had fallen in love with VSP’s unique blend of aldehydic freshness, radiant floral heart, and warm, powdery base, its absence left a noticeable void.

To this day, Jovan has no plans to reissue VSP, a decision that continues to disappoint its devoted fans. Vintage bottles, when they appear on the secondary market, are often coveted treasures, eagerly sought after by those hoping to recapture the scent of their past. The fragrance remains a nostalgic relic of a time when fine perfume was made more accessible, yet still carried an air of sophistication and allure. For those who wore it, VSP was more than just a fragrance—it was an era, a memory, and a feeling that lingers long after the last bottle was sold.