Liana Hawaiian Perfumes

 Liana of Waikiki, Hawaiian Perfumes Incorporated.

Liana of Waikiki was established before 1961. Its president was a cosmetic chemist, Dr. Horst P. Baumgartner. Baumgartner, who spent his early life in Cologne, Germany, earned as master of science degree in chemistry from the University of Bonn and then received his doctorate in organic chemistry from the University of Mainz located along the Rhine River near Wiesbaden. 

First, he went to work for the famous Mouson perfumery in Germany. Then Baumgartner came to the United States (after being screened for 13 months) to work in chemical research at the University of Maryland for the US government.

In 1959, Baumgartner and his wife, Eva, moved to Hawaii and in 1961, started his own business in their home on a very modest scale. Baumgartner said that between 300 and 400 ingredients were used to create a perfume. . 

He said that on a trip to Hawaii, he became intrigued with the exotic fragrances of the native island flowers. He found he could extract the scent using techniques he had learned in his association with cosmetics firms in Europe. This led to him to developing a perfume oil concentrate. He was so successful that he established a factory on Waimanu Street, and in less than a year he was able to expand. Baumgartner said that the secret of his success was that his flowers scents were so true, "even the natives were surprised." Liana manufactured a variety of colognes and perfumes as well as the alcohol-free concentrate.

Visitors were welcome to see the perfumes being made at the plant located at 1218 Waimanu Street. There were two tours a day.

Liana of Waikiki had a booth at the Hawaii exhibit at the New York World's Fair in 1964. Baumgartner said he found a great deal of interest in Hawaii among those visiting the Hawaiian pavilion and that he expected it to spark increased tourism to the Islands. Also in 1964, the Liana headquarters were moved to the Hawaiian Life Building.

In 1965, Baumgartner completed a three month trip around the world. He visited Grasse, France, known as the perfume center of the world, and Katmandu, Nepal, which provided musk used as a fixative in perfume. 

In 1965, Liana moved its perfume factory and showroom from 1218 Waimanu Street to 2051 Kalakaua Avenue into the former Hawaii Visitors Bureau headquarters in Waikiki. Need for larger facilities for expanded production, and convenience for visitors were the reasons for its decision to move according to Baumgartner. Visitors were welcome between 9am and 4pm on weekdays to see the factory, laboratories and displays. The free scheduled 45 min tours were conducted at 10:30 am and 2pm.

During a visit to Chicago to set up a distributorship for his products, Baumgartner said that "perfume is a sexual stimulant. It penetrates a man's mind on the subconscious level."

In 1969, Liana of Waikiki was also doing business as Hawaiian Perfumers, Inc. In 1970, Liana of Waikiki moved its perfume manufacturing operations to 419 Waikamilo Road, across from Libby, McNeill & Libby's cannery. The new plant was twice the size of its former factory. Baumgartner said the expansion was due to the immense success of his products which were also being distributed throughout the United States mainland. Sales had doubled over the past three years.

I could not find any newspaper mentions of Liana of Waikiki after 1973. In 1979, Horst joined Albert Verley & Co as West Coast Regional sales manager.

In 1996, Horst & Eva operated a company called Caribia, Inc. which produced suntan lotions and aloe based skincare. Their best known product is known as "Hawaiian Tan."

The Perfumes of Liana of Waikiki:

• 1963 - Pikake - pronounced, "pee-kah-kay," is known as the Hawaiian wedding flower...a tropical jasmine.

• 1963 - White Ginger - or awapuhi as the Hawaiians call it. Deliciously cool with a unique light spiciness.

• 1963 - Plumeria - the Hawaiian frangipani...the well known island lei flower. Gay sparkling top notes.

• 1963 - Tahitian Gardenia - also known as tiare Tahiti.  the famous flower of love in the South Pacific. Soft and tender.

• 1963 - Hawaiian Tuberose - the irresistible sweet white flower

• 1964 - Olde Hawaiian Sandalwood - a native blend of the precious ancient wood. It doubles as either a ladie's perfume or a men's cologne.

• 1963 - Blue Pearl - a non-floral blend of South Sea essences. Baumgartner said that it took about two years to develop the fragrance that includes a genuine pearl with each one-fourth ounce of perfume. He explained that "It is a blend of rare oils from Hawaii and the South Pacific into a fantasy fragrance." The French terms of "extrait" and "essence" have been given to the perfume and cologne.

• 1964 - Royal Tiki - a men's cologne

• 1966 - Tropical Venture  - a men's fragrance scented with the essence of the mokihana. Hawaiian women and men both wear the strung berries as leis and the anise-scented twigs and berries were once a favorite perfume (placed between the folds of tapa cloths).

• 1968 - Sandal N' Spice - a men's fragrance of a secret native blend of sandalwood and spices.

• 1968 - Jungle Kitten. The box for this perfume had a lovely, smiling South Seas maiden and a large white flower in her hair. The perfume was described as "wafting the exciting breath of the tradewinds. Hawaii's newest, most exciting fragrance - it's sassy and sexy. Do you dare to wear it?"

• 1968 - Samoan Sandalwood

• 1968 - Whaler's Spree

• 1968 - Lemon Baby. This perfume took a year and a half to develop and was packaged in a glossy bright yellow box with gold stamping and tiny gold footprints running across the box, to depict footsteps left in the sand. The perfume combined the essences of lemon blossom and gardenia. Baumgartner said that he tried to capture a certain feminine quality in the perfume, calling it "something that gives a woman a vibrant, alive feeling." he added that "A perfumer can only try, then wait and see what women say."
• Blue Hawaii
• Hawaiian Sun tanning lotion

 

Liana, "My Secret Yearning," is the name of an enchanting legendary Hawaiian princess, known for her love of the fragrant Hawaiian blossoms. At Liana's Perfumery, you could see exotic Hawaiian flowers carefully processed and artistically b;ended with selected precious oils and rare essences. 

Liana of Waikiki

2051 Kalakaua Avenue

Honolulu, Hawaii, 96815