Monday, July 25, 2016

Platine by Dana c1938

Platine by Dana: launched in 1938 in France and in USA by 1939.

The name means "platinum" and the bottles had silvery platinum foil flakes floating inside to resemble platinum. The fragrance was also released in Spanish-speaking countries as Platino.



Platine was available in the following forms:
  • Parfum
  • Cologne
  • Dusting Powder
  • Lotion (Locion)
  • Bath Oil


Fragrance Composition:


So what does it smell like? It is classified as an aldehydic floral chypre fragrance for women with a sparkling aldehydic top note and lots of soapy Bulgarian roses.
  • Top notes: aldehydes, bergamot, lemon, jonquil and narcissus
  • Middle notes: orange blossom, lily of the valley, ylang ylang, jasmine, iris, tuberose and Bulgarian rose
  • Base notes: ambergris, musk, patchouli, juniper, cypress, orris, vetiver, sandalwood, oak moss and styrax

Fate of the Fragrance:


Platine was discontinued sometime in the late 1970s.

Period Advertisements:


Drug & Cosmetics Industry, 1938:
"Dana Perfumes - Emile Rosenberg, export director of Dana, S. A., Paris, France, is visiting this country and studying the market for perfumes with a view towards the passible introduction of the company's "Platinum" and "20 Carats" in this market. These two odors have actual gold and platinum leaf suspended in the perfume and according to Mr. Rosenberg, are widely sold in Central and South America as well as in France."

Esquire, 1951:
"PLATINE . . . light but extremely lasting . . . the very essence of dignity for the woman of great dignity."
Harper's Bazaar, 1956:
""Platine" — a hint of sex appeal, quite lightly and elegantly implied. By Dana. One ounce. $18.50."


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