Laughter by Yardley c1975

The mid-1970s was a vibrant and dynamic period marked by cultural shifts and a sense of liberation. The era saw a significant rise in the popularity of disco music, characterized by its upbeat, danceable rhythms and the exuberant atmosphere of nightclubs. Fashion was bold and expressive, with people embracing colorful, eclectic styles that celebrated individuality and freedom. The world was also experiencing economic changes, with many enjoying the fruits of post-war prosperity, allowing for greater indulgence in luxury items, including perfumes.

Yardley chose the name "Laughter" for their 1975 fragrance to encapsulate the essence of this carefree and joyous time. The name "Laughter" evokes the sound of pure, unbridled joy and happiness, resonating with the spirit of the era. It suggests a perfume that is light-hearted, vibrant, and effervescent, capturing the mood of people who were embracing a more relaxed and playful lifestyle.

"Laughter" is an appropriate name for a perfume because it conveys a sense of joy and positivity. Perfume is often used to enhance one's mood and evoke certain emotions, and a fragrance named "Laughter" would aim to bring a smile to the wearer's face and those around them. It implies a scent that is uplifting and cheerful, perfect for social gatherings, parties, or any occasion where one wants to feel happy and carefree.

The target audience for a perfume called "Laughter" in the 1970s would likely have been young adults and those young at heart, who were embracing the new social freedoms of the time. These individuals would have been drawn to the idea of a fragrance that represents fun, spontaneity, and enjoyment of life. They would respond to this perfume with a sense of delight and anticipation, eager to capture the essence of a time filled with laughter and good times.

The word "Laughter" evokes images of joyous moments shared with friends, the sound of giggles and chuckles at a lively gathering, and the carefree abandon of dancing the night away at a disco. It brings to mind the warmth of sunny days, the light-heartedness of playful banter, and the simple pleasures of life that bring happiness. The feelings associated with "Laughter" include joy, warmth, and a sense of community, reflecting the positive and upbeat nature of the mid-1970s.

The evolution of "Laughter," originally launched by Germaine Monteil in 1940, presents a fascinating journey through the decades. The creation of this fragrance took eight years, reflecting a meticulous and thoughtful process aimed at capturing a timeless elegance. Its debut during the early 1940s coincided with a period of global turmoil, marked by the aftermath of the Great Depression and the onset of World War II. Despite these challenges, "Laughter" managed to embody a sense of sophistication and resilience, appealing to women seeking a touch of luxury and joy in uncertain times.

In 1950, the fragrance underwent a significant transformation to become "brisker" and "brighter," reflecting the changing societal moods in the post-war era. This new iteration was rechristened "Rigolade" (pronounced REE-GO-LAHD), with some labels featuring both names: Laughter (Rigolade). The reformulation aimed to align the scent with the optimism and dynamism of the 1950s, a period marked by economic prosperity and cultural renewal. The fruity floral notes introduced during this time would evoke freshness and femininity, appealing to women embracing new freedoms and opportunities.

In 1967, the British-American Tobacco Company, LTD acquired several prestigious names, including Yardley of London, Morny, Scandia, Germaine Monteil, and Tuvaché, for $60 million. These brands were integrated into a subsidiary, British American Cosmetics (BAC), which operated in over 140 countries with local manufacturing in 34 countries. This acquisition aimed to enhance the global presence of these renowned beauty brands.

Laughter was then sold under the Tuvache name in 1975. However, the story of "Laughter" took another intriguing turn in 1975 when Yardley relaunched the fragrance, further adapting it to suit contemporary tastes. The mid-1970s were characterized by a vibrant and dynamic cultural landscape, with disco music, bold fashion, and a general sense of liberation defining the era. Yardley's decision to revive "Laughter" during this time aimed to capture the carefree and joyous spirit of the period. The light, fruity floral composition would have resonated with individuals seeking a scent that reflected the playful and exuberant lifestyle of the 1970s.

The fragrance's relaunch in 1975 by Yardley and its continued advertising until 1985 underscore its resilience and enduring appeal. The 1980s were a time of bold fashion and vibrant lifestyles, and "Laughter" managed to capture the spirit of this dynamic era. The fact that the fragrance continued to be advertised until 1985 suggests it found a receptive audience, resonating with the zeitgeist of the time. This period was characterized by a mix of nostalgia and forward-looking optimism, and "Laughter" successfully blended these elements, appealing to both older generations familiar with its history and younger consumers drawn to its bright, fruity floral appeal.

By 1979, Beecham Cosmetics acquired Jovan, Yardley of London, Vitabath, and other lesser-known brands such as Lentheric and Tuvaché. Despite these ownership changes, Tuvaché's fragrances continued to be marketed under the Germaine Monteil umbrella.  

By 1984, the perfume Laughter was managed under the Beecham name, though it remained part of the Yardley of London parent company. Eventually, in 1989, Tuvaché was sold to the Jovan division of Coty.  

The journey of "Laughter" through the decades showcases the ability of fragrances to evolve and stay relevant amidst changing trends and sensibilities. Each reformulation and relaunch represents not just a shift in scent composition but also an adaptation to the cultural and emotional landscapes of the times. "Laughter" managed to capture the essence of joy and light-heartedness, making it a memorable and enduring fragrance that continued to resonate with people long after its initial launch.

\

Fragrance Composition:

So what does it smell like? It is classified as a fresh, crisp floral fragrance for women. It starts off with a fresh green top note, followed by a light, green floral heart, layered over a powdery base.

• Top notes: bergamot, hyacinth, mirabelle, peach, lemon, galbanum
• Middle notes: lily of the valley, jasmine, rose, carnation, ylang ylang, orris, orchid
• Base notes: vetiver, balsam, spices, amber, oakmoss, civet, sandalwood, musk, patchouli

Scent Story:

In the warm embrace of a summer afternoon in 1975, Evelyn found herself amidst laughter and the clinking of glasses at a lively barbecue in her friend's garden. The air was alive with the vibrant colors of blooming flowers, their sweet fragrance mingling with the savory scents of grilled meat and fresh-cut grass.

Evelyn, dressed in a flowing floral dress that matched the garden's riotous hues, felt the warmth of the sun on her skin as she joined her friends in a game of horseshoes. The game was spirited, each throw accompanied by cheers and good-natured banter. As she picked up a horseshoe, she noticed the crisp scent of freshly cut hyacinths nearby, their delicate fragrance blending with the zesty aroma of bergamot and lemon that wafted from a nearby citrus tree.

The garden was a tapestry of textures and sounds: the soft crunch of gravel underfoot, the rustle of leaves in the breeze, and the distant hum of bees among the flowers. Evelyn's fingers brushed against the velvety petals of a rose as she reached down to retrieve her horseshoe, releasing a subtle floral note that harmonized with the light green floral heart of her perfume, reminiscent of lily of the valley and jasmine.

As the barbecue sizzled nearby, Evelyn took a moment to sip a refreshing peach mirabelle cocktail, its fruity sweetness a perfect complement to the powdery undertones of orris and sandalwood that lingered in her fragrance. The mingling scents created a symphony that encapsulated the essence of the garden party: vibrant, fresh, and effortlessly elegant.

In the midst of laughter and friendly competition, Evelyn savored each sensory detail, from the taste of the succulent grilled peaches to the touch of a gentle breeze on her skin. It was moments like these, she thought, where the simple pleasures of life blossomed into memories that lingered long after the day had ended.

Fate of the Fragrance:

In 1967, the British-American Tobacco Company, LTD acquired such names as Yardley of London,  Morny, Scandia, Germaine Monteil, and Tuvache for $60-million. These brands were lumped into a subsidiary British American Cosmetics (BAC), selling in more than one hundred and forty countries, with local manufacture in thirty-four countries. 

In 1975, Laughter was being sold under the Tuvache name, and newspapers advertised this as a new scent, described as "free spirited blend of vibrant green notes, light florals and spices.". I believe that this was mainly for the American market, where Tuvache was a well known brand at the time. I also think that the one sold under the Yardley name was to be sold mainly to the United Kingdom and Australian markets, where Yardley was a respected name. The Laughter perfume sold under Tuvache brand was discontinued in 1978.

In 1979, Beecham Cosmetics purchased Jovan, Yardley of London, Vitabath and other, more obscure brands such as Lentheric and Tuvache. In 1984, the perfume Laughter was handled by the Beecham name, but still under the Yardley of London parent company. 

This version was discontinued after some time. It was reintroduced as a new fragrance around 2015.