Sunday, November 17, 2013

You're The Fire by Yardley c1973

You’re the Fire by Yardley: launched in 1973.

With tag lines such as these: “The heat of your body releases the scent.” and “Natural body heat releases the all-consuming fire of this bright, scintillating scent.” who couldn’t resist the call of this smoldering-incense infused perfume.

Fragrance Composition:

So what does it smell like? It was classified as a spicy floral oriental fragrance for women.
  • Top notes: bergamot, lavender, clove, and nutmeg
  • Middle notes: jasmine, rose, and orange blossom
  • Base notes: patchouli, cedar, and vanilla

A 1973 ad reads:
“You’re the Fire”…your own warmth releases the scent. An exciting new idea from Yardley. Skin incense…you bring it to life. The way it reacts with your body chemicals produces its very personal fragrance. Splash it, spray it or powder it on and watch what happens.”

A 1974 ad reads:
“Keep your cool while you light a few fires Yardley's refreshing Inscents cologne spray Two vavoom ounces. You’re the Fire Spray.”

Another 1974 ad reads:
“You’re The Fire. by Yardley. Yardley introduces a new way to burn incense, Skin scents by Yardley because no fire is as exciting as the one in you.”

You’re the Fire was available in the following:

  • 1 oz Skin Incense Spray Cologne
  • 2 oz Skin Incense Oil Splash
  • 2 oz Skin Incense Spray Cologne
  • 4 oz Skin Incense Oil Splash
  • 5 oz Dusting Powder

Fate of the Fragrance:

By 1978, the fire in You’re the Fire was dying and it was often given away as a gift with purchase of other Yardley cosmetics and perfumes. It was only a matter of time and it was discontinued shortly afterwards.

Recently, The Vermont Country Store started carrying a newly reformulated version:

"So many of you were looking for this soft, oriental floral fragrance originally introduced by Yardley in 1973—but unfortunately discontinued—that it has now been relaunched and reformulated while, keeping it close to the original formula. 
With top notes of bergamot, lavender, clove, and nutmeg; middle notes of jasmine, rose, and orange blossom; and base notes of patchouli, cedar wood, and vanilla, its aroma, ignited by your body heat, will light your fire. 30 ml. (approx. 1 oz.) splash bottle."

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