Saravel Perfumes

Saravel, Inc., was a New York City-based perfumery company founded by Murray W. Morin. Saravel became a notable name in the fragrance world between 1941 and 1955, during which it gained recognition for its elegant perfumes and sophisticated branding. Although the company was established earlier, in 1935, its operations and influence lasted until 1962, marking nearly three decades of activity in the perfume industry.

The meaning and origin of the name “Saravel” remain somewhat enigmatic. Linguistic analysis suggests that the name may derive from a blend of influences, possibly French or Hebrew, but there is no definitive explanation for its etymology. Some speculate that it could be a combination of names or words significant to its founder. As for pronunciation, "Saravel" is typically pronounced as "SAHR-uh-vel" in English, with the emphasis on the first syllable.

Saravel’s portfolio featured several major perfumes that captured the zeitgeist of mid-20th century America. Among its offerings were Sables & Pearls, which evoked images of timeless elegance; Sirocco and Morocco, both of which suggested an exotic, windswept allure; and White Christmas, the company’s most famous creation. White Christmas, with its romantic and evocative name, became a celebrated scent, particularly cherished during the holiday season.

Saravel's contributions to the fragrance world, though relatively short-lived, remain a part of perfume history, reflecting the creativity and innovation of mid-century American perfumery.

The perfumes of Saravel:

• 1935 Perfidia (still being sold in 1944)
• 1935 Sables & Pearls (still being sold in 1991)
• 1935 Seductive by Tandy (still being sold in 1988)
• 1939 Nuance
• 1939 Sirocco (discontinued in 1941)
• 1940 Morocco (still being sold in 1991)
• 1939 Cologne Trouchant  (still being sold in 1944)
• 1943 White Christmas by Chateau Rouge (still being sold in 1991)
• 1943 Jezebel  (still being sold in 1991)
• 1944 Gardenia
• 1962 GiGi  (still being sold in 1991)

The following perfumes/colognes have been found, they most likely date to the 1940's but I was unable to find their exact launch dates:

• Si Senor

Morocco, Jezebel, and Seductive's trademarks expired in 1981 (they were owned by Division Sales, Inc) the trademark for Sables & Pearls expired in 1972, the trademark for White Christmas by Saravel was expired in 1953, but all of these perfumes were still sold in 1991. So all products bearing these names are now discontinued.

In 1960, "Morocco" and "White Christmas" were offered in 1.5 ounce spray mists by Saravel.

Perfidia:

Perfidia was said to be a "deep, exotic fragrance that lingers" and "crisp and spicy".

Sirocco:

Sirocco was presented in cute little cube shaped bottles. These bottles had a gilded cap that covered only one corner and was emblazoned with the perfume's name "Sirocco" and "Saravel".  The bottle was patented in 1939. The perfume came packaged in a blue and gray presentation box. The fragrance was described as a "wonderful, tangy, lasting scent" with a "light, sentimental bouquet with a heady undertone."


Drug and Cosmetic Industry - Volume 45 - Page 187, 1939:

"Saravel is introducing Sirocco perfume in an enchanting gold capped crystal cube enshrined in a blue and gray “pavilion” box. Its name is inspired by the Sirocco, the wind which sweeps up from Africa."

It is interesting to note that Lucien Lelong also offered a Sirocco perfume, first made in 1934, while Saravel's version was released in 1939. Its name is inspired by the Sirocco, the wind which sweeps up from Africa.

In 1941, Sirocco was discontinued due to wartime restrictions of essential oil ingredients from France and bottle importations from Romania. "Cologne Parfumee au Sirocco" was described as "a delicate, distinguished daytime scent for town or country." This lighter, more delicate rendition of the dashingly modern fragrance was bottled in glittering reproductions of the crystal cubes that held the precious perfume. The "squatty cube bottles" that held the Sirocco cologne were available in two sizes: 3.25 oz and 7.25 oz.

Old stock was still being sold in 1947. I believe that another reason for discontinuation of Sirocco is because of its name. Lucien Lelong probably sued Saravel and Saravel most likely changed the Sirocco name to Morocco and relaunched in the same style bottle.

Cologne Touchant:

Launched in 1939, it was an "exhilarating daytime cologne for men and women, refreshing as forest breeze." It was packaged in "frosty pyramid bottles." The Cologne Touchant was available in three sizes: 3 1/8 oz, 7 3/4 oz, and 14 3/4 oz.

Morocco:

Morocco was presented in cute little cube shaped bottles. These bottles had a gilded cap that covered only one corner and was emblazoned with the perfume's name "Morocco" and "Saravel".  The bottle was patented in 1939. The cube bottle holds 1 5/8 oz Parfum and measures 1.75" square. The perfume came packaged in a blue and gray pavilion box. Morocco's trademark expired in 1981, so all products in the Morocco line are discontinued, however old stock was still being sold until 1991.

Morocco was classified as a spicy oriental fragrance for women. It was described as "heady, sultry, fiery, deep, daring, mysterious" and "reminiscent of the exotic Far East."

• Top notes:  neroli, bergamot, mimosa, tangerine, spices
• Middle notes: carnation, jasmine, orange blossom, lily, ylang ylang, rose 
• Base notes: vanilla, incense, vetiver, patchouli, ambergris, sandalwood, musk 

Morocco's trademark expired in 1981, so all products in the Morocco line are discontinued.

Sables & Pearls:

The bottle was made by Wheaton and patented in 1939. Saravel used this gold- capped crystal cube to hold the perfumes "Morocco " and “Sirocco".  The perfume was housed in a blue and gray "pavilion" box.

White Christmas:

Saravel's version of a holiday scent which lived from 1943 to 1991. The name was trademarked in 1953. It would be classified as an oriental fragrance for women.

• Top notes: aldehydes, lemon, bergamot, orange
• Middle notes: spices, rose, jasmine, ylang ylang
• Base notes: styrax, musk, ambergris, vanilla, resins, balsam, opoponax, woods

Saravel Inc. appears to have been termed in the trade as the manufacturer of White Christmas perfume the actual mixing or blending of the concentrate with denatured alcohol was performed by Roure DuPont Inc of New York City for and on behalf of Saravel Inc. Roure DuPont is a manufacturer of cosmetics perfumes soaps etc. When Roure DuPont first began blending White Christmas perfume for Saravel Inc in 1953, the concentrate was of domestic origin. Roure DuPont did not bottle the perfume for Saravel Inc. After blending Roure DuPont delivered the finished product perfume in drums or jugs to a company which specialized in bottling perfume and similar products. After bottling the perfume in 1 ounce bottles each bottle of White Christmas perfume was placed in a small pasteboard box. On the front of the box near the top were the printed words WHITE CHRISTMAS. Near the bottom was the French word PARFUM. Each box containing a 1 ounce bottle of White Christmas perfume was individually wrapped in white paper with silver stars imprinted thereon. Each end of the wrapped package where the paper was folded was sealed with a sticker. The sticker was glued to the folded edges of the wrapping paper at each end of the package with the words White Christmas by Saravel printed thereon. Near the center of the package at a fold of the paper wrapper was another glued sticker showing the tricolor of France. In the white center portion of the tricolor were the French words CONCENTRÉ FABRIQUÉ AVEC ESSENCES DE FRANCE.  

In December 1953, Roure DuPont began importing the concentrate from France for the use in compounding or making "White Christmas" perfume. Thereafter, beginning in 1954, this imported French concentrate was mixed with domestic denatured alcohol in compounding or manufacturing "White Christmas" perfume. There was no change in the formula. During the year 1951, Saravel Inc discontinued its former practice of placing copies of the reprints of the Vogue magazine advertisement Commission exhibit No 3 in each one gross carton of "White Christmas" perfume. Also during the year 1954 or 1955, the evidence is not clear as to the exact date, Saravel Inc discontinued use of the sticker on the "White Christmas" wrapper which showed the figures $18.50. Saravel Inc also discontinued use of the French words "CONCENTRÉ FABRIQUÉ AVEC ESSENCES DE FRANCE" on the tricolor sticker attached to the outside of the wrapper containing the 1 ounce bottle of "White Christmas" perfume and substituted therefor the English words "PERFUME ESSENCE Compounded in FRANCE- Expressly for SARAVEL".

In the month of February 1956 the respondent Harsam Distributors Inc purchased the formula for "White Christmas" perfume, the trade mark "White Christmas," and the registered trade name Saravel from Saravel Inc. together with all materials supplies, etc. which Saravel Inc had been using in the manufacture bottling and distribution of "White Christmas" perfume and also the reprints of the Vogue magazine advertisement which remained on hand. Thereafter Harsam Distributors Inc became the manufacturer sole owner and distributor of "White Christmas" perfume. However Harsam Distributors Inc. continued to employ Roure-DuPont to actually blend the imported French concentrate with domestic denatured alcohol in compounding "White Christmas" perfume using the same formula which Saravel Inc. had formerly used and which Harsam Distributors Inc. had purchased from Saravel Inc. At the direction of respondents Roure-DuPont delivered the finished perfume in bulk drums to BH Krueger & Co for bottling. After bottling the bulk "White Christmas" perfume in 1 ounce bottles, packaging, wrapping, and labelling each bottle, Krueger & Co. then delivered the to respondents in one gross cartons. Respondents then sold shipped and distributed the perfume to their wholesale department and retail store customers in various localities throughout the United States.