Gilmar Laboratories , Inc.

 Parker Laboratories, Inc., operating under the name Gilmar Laboratories, Inc. in Newark, New Jersey, made a notable move in the fragrance industry when it filed a trademark application on August 18, 1967, for the names "POT" and "LSD" as potential names for colognes. This decision reflects a bold and innovative marketing strategy that sought to capture the attention of consumers during a transformative era in American culture. The late 1960s was characterized by significant shifts in social norms, particularly among younger generations who were increasingly drawn to counterculture and the burgeoning spirit of freedom and experimentation.

The trademarks for "POT" and "LSD" were granted in 1968, a time when both terms had strong associations with the cultural and social movements of the day. "POT," commonly understood as slang for marijuana, evoked images of relaxation and a laid-back lifestyle, while "LSD," referencing the psychedelic drug, conjured ideas of exploration, heightened consciousness, and the quest for new experiences. By choosing these provocative names, Gilmar Laboratories positioned its colognes to resonate with the rebellious and adventurous spirit of the 1960s, targeting a demographic eager for products that reflected their values and lifestyle.

The decision to trademark these names also indicates an awareness of the marketing potential tied to the cultural zeitgeist. While conventional fragrances often drew upon nature, luxury, or romance, the use of terms associated with drugs and counterculture signified a departure from tradition. This daring approach may have appealed to consumers seeking an authentic connection to the ideals of the time, as well as those intrigued by the novelty and audacity of such names in the perfume industry. Ultimately, Gilmar Laboratories' application for "POT" and "LSD" reflects a unique intersection of commerce and culture during a period marked by experimentation, self-expression, and a redefinition of societal norms.

Interestingly, in the same year that Parker Laboratories, Inc., through its subsidiary Gilmar Laboratories, filed for the "LSD" trademark, a rival, the Steven Lewis Company also entered the fray with its own application for the same name. This concurrent pursuit of the "LSD" moniker underscores the term's undeniable appeal and potential marketability amid the vibrant cultural landscape of the late 1960s. As both companies recognized the intriguing resonance of "LSD" with contemporary themes of exploration and counterculture, the granting of the trademark to both parties highlights not only the competitive nature of the fragrance industry but also the term's broader significance during a time when experimentation and self-expression were paramount. The dual ownership of such a provocative name not only showcased the willingness of brands to embrace the cultural zeitgeist but also set the stage for a fascinating chapter in the fragrance market, where associations with drug culture could be harnessed for commercial success.

All three fragrances—Gilmar's "LSD" and "POT," along with Steven Lewis' "LSD"—have been discontinued since the 1960s, a reflection of their brief yet impactful existence in the perfume market. Available for only a short time, there is no documented evidence to suggest that these colognes were sold beyond 1968. Despite their provocative names and the marketing allure that surrounded them, these fragrances did not contain any narcotic ingredients. Instead, they were simply colognes produced by companies looking to capitalize on the burgeoning drug culture of the time, embodying the spirit of experimentation and liberation that defined the era.

Today, these scents are considered extremely rare collectibles from the psychedelic era, sought after by fragrance enthusiasts and historians alike. Their significance extends beyond mere scent; they serve as cultural artifacts that encapsulate the vibrant and tumultuous landscape of the 1960s. As reflections of a time when societal norms were challenged and redefined, these fragrances invite curiosity and nostalgia, representing an adventurous spirit that resonates even in contemporary discussions of art, culture, and personal expression. Collectors prize them not just for their unique names, but for the story they tell about a transformative period in history—a time when scent, style, and counterculture converged in remarkable ways.