Amou Daria by Revillon c1935

The perfume "Amou Daria" was launched in 1935, a time when the world was grappling with the Great Depression. This era, marked by severe economic hardship, paradoxically saw the continued allure of luxury items among the affluent. Luxurious furs remained a symbol of wealth and sophistication, often featured in high-society gatherings and glamorous events. Despite widespread economic struggles, there was a desire for escapism and indulgence in opulence, which was reflected in the fashion and entertainment of the time.

Films during the Great Depression often showcased themes of glamour and elegance as a form of escapism. Hollywood productions frequently depicted leading ladies draped in sumptuous furs, living lives of unattainable luxury that provided a contrast to the harsh realities many faced. The silver screen offered a fantastical world where the economic downturn seemed a distant worry, and this fantasy was epitomized by the lavish costumes and settings that included fur as a staple of high fashion.

Revillon Frères, a renowned French fur and luxury goods company, chose the name "Amou Daria" for their perfume, likely drawing inspiration from the Amu Darya river in Central Asia. The name carries connotations of exoticism and adventure, evoking the remote and mysterious regions where the company sourced their high-quality furs. "Amou Daria" means "River of Love," which enhances its allure by suggesting a romantic and enchanting essence. This name would resonate with the sophisticated, adventurous woman of the time, who might dream of far-off lands and untold stories, even if she never leaves her urban environment.

"Amou Daria" as a name for a perfume conjures images of flowing, untamed rivers and the rugged beauty of Central Asia, blending the natural world's raw allure with the sophistication of French luxury. Women in the 1930s, particularly those in high society, would likely find the name both exotic and enticing, suggesting a blend of the natural and the luxurious. Wearing "Amou Daria" could make them feel as if they were part of an adventurous narrative, adding an air of mystery and sophistication to their presence.

The emotions evoked by "Amou Daria" include a sense of wanderlust, romance, and elegance. The name suggests a journey through untamed lands, offering a sensory escape from the mundane. It would be a unique name for a perfume, standing out among the more traditional and straightforward names of the era. The word "Amou Daria" would be interpreted as a blend of the exotic and the luxurious, appealing to women who desired to express their individuality and sophisticated taste.

In summary, "Amou Daria" launched in 1935 by Revillon Frères, would have captivated the imagination of women during the Great Depression. Despite the economic challenges, there remained a market for luxury and escapism, with fur and perfume playing significant roles. The name "Amou Daria," evoking a remote and romantic river in Central Asia, would resonate deeply, offering a blend of exotic allure and sophisticated elegance.

Is It Amou Daria or Tornade?:

Perfumeintelligence notes that Amou Daria was rebranded as Tornade, but this may not be correct. My thorough research on the history of these fragrances, including 1930s-1950s period newspaper ads, shows that both perfumes were sold alongside one another. This information is valuable for understanding the context and marketing of Amou Daria and Tornade by Revillon.

While it's challenging to confirm the origins or rebranding of perfumes from decades ago, the coexistence of both fragrances in advertisements suggests that Tornade was more likely a separate fragrance or a new addition to Revillon's line, rather than a rebranding of Amou Daria. Perfume history is often convoluted, with discontinuations, rebrandings, and reformulations. Without access to detailed historical records, it's difficult to ascertain the precise relationship between these fragrances. However, the evidence of their simultaneous marketing indicates they were distinct products.

Fragrance Composition:

So what does it smell like? It is classified as a cool floral fragrance for women with a dominant note of lilac. Was said to be a "youthful 'blonde' perfume" and a "cool odeur with the charm of an English countryside". It was suggested to be worn with furs.

• Top notes: Alpine lavender, Italian bergamot, Alpine hyacinth, aldehydes, galbanum, cassie
• Middle notes: heliotrope, lilac, Grasse jasmine absolute, Bulgarian rose absolute, violet, Florentine orris, lily of the valley, ylang ylang, tuberose, orange blossom
• Base notes: Tibetan musk, civet, Central Massif oakmoss, Mysore sandalwood, Andean vetiver, tonka bean

Marie-Claire, 1937:

"Amou-Daria de Revillon: Alpine flowers and plants. Created especially to be applied to the skin. Parfum for brunettes.""

 

According to L'Amour de l'art in 1950, "Amou-Daria: This perfume, like the river whose name it bears, has its source in the Hindu-Kush in Central Asia. One evening, after a day of hunting, the emir, who lived several hundred years ago, stopped at the edge of a stream to rest; penetrating scents rose from the valley where, says the legend, all the flowers of paradise had met. In the shelter of a light copse, a Yurt was erected sheltering the most graceful of young girls, lying on a bed of fragrant grass; a vial of lapis lazuli was at her side. The emir took it, breathed it. 'Praise be to Allah,' exclaimed the beautiful sleeper when she woke up, 'it is for you that I have prepared this philtre: be happy.' The secret of this perfume, transmitted for generations by buyers of precious furs, has been reconstructed by a French chemist. It is an oriental breeze purified by a long journey."

Scent Story:

As the grand doors of Revillon's boutique swing open, I am greeted by an air of refined opulence. The space is a symphony of luxury, with rich mahogany accents, plush velvet seating, and softly glowing chandeliers casting a warm, inviting light. The scent of fine leather, polished wood, and the faint trace of the most exquisite perfumes intermingle in the air, creating an ambiance of pure indulgence.

My eyes wander over the array of sumptuous furs displayed elegantly on mannequins and hangers. Each piece exudes a promise of warmth and splendor: the rich, dark sheen of sable, the silky, silvery softness of chinchilla, the luxurious depth of mink. The sales assistants, impeccably dressed, glide effortlessly around the salon, bringing forth more treasures for me to consider. As I run my fingers over the dense, velvety fur of a sable stole, the sensation is like touching the finest silk, only infinitely warmer and more inviting.

A glass of champagne appears in my hand, the bubbles rising delicately to the surface. I take a sip, the crisp, effervescent liquid dancing on my tongue, a perfect accompaniment to the tactile feast before me. The gentle clinking of glassware and the soft murmur of conversation create a backdrop of serene elegance.

Then, the sales concierge approaches with a new marvel—Revillon's latest perfume, Amou Daria. The bottle itself is a work of art, a sleek design that hints at the treasures within. As the stopper is removed, the first notes greet my senses: a refreshing burst of alpine lavender, Italian bergamot, and alpine hyacinth, mingling with the sharp, green freshness of galbanum and cassie. It's as if a cool breeze from a distant mountain meadow has been captured in this exquisite vial.

The middle notes unfold with the grace of a symphony: heliotrope adds a soft, powdery sweetness, while lilac brings a youthful, floral brightness. The rich, opulent scent of Grasse jasmine absolute and Bulgarian rose absolute fill the air with an intoxicating, heady aroma. Delicate violet, Florentine orris, and the pure, innocent scent of lily of the valley add layers of complexity, each note blending seamlessly into the next. The exotic touches of ylang ylang, tuberose, and orange blossom provide a rich, floral tapestry that evokes images of lush gardens in full bloom.

Finally, the base notes anchor the fragrance with a depth that is both warm and mysterious: the musky, animalistic allure of Tibetan musk and civet, the earthy richness of Central Massif oakmoss, and the creamy, woody notes of Mysore sandalwood. Andean vetiver adds a smoky, grassy undertone, while the sweet, warm scent of tonka bean wraps the composition in a comforting embrace.

As I inhale deeply, the full complexity of Amou Daria unfolds, each layer revealing a new facet of its beauty. The cool, floral fragrance is a perfect complement to the luxurious furs, enhancing the experience with its charm reminiscent of an English countryside. The perfume is a journey, much like the one the emir once took along the banks of the Amu Darya river, filled with wonder and discovery.

In this moment, surrounded by the finest furs, the most exquisite scents, and the soft glow of the boutique, I am enveloped in a world of luxury and elegance. Each sense is indulged, each detail meticulously crafted to create an experience that is nothing short of magical.

Bottles:

The New Yorker, 1938:

"Revillon: Carnet de Bal, new, luxurious, feminine. Amou Daria in vast, square crystal bottles ; it’s a blended, concentrated toilet water, mostly lilac, apparently; $8.50. The bath oil, brisk and verbena-ish, can also be used as a friction rub; $19.50 (Revillon and Bonwit Teller)."

Twin Set:

This set of interlocking glass bottles is extremely hard to find. The 1936 ad below states the presentation includes bottles of Tornade & Amou Daria.

Esquire, 1937:

"Like the other Parfums Revillon, Égoïste is invincible when it is applied directly to the person in your city, we will supply ... New York. PRICES BY THE OUNCE, TORNADE, $12.50, AMOU DARIA, $12.50, LATITUDE 50, $14.00; EGOISTE.."

Stepped Bottles:

The exquisite packaging of Amou Daria by Revillon reflects the elegance and sophistication of the perfume. Crafted in the typical Art Deco style of the 1930s, the French crystal bottles exude luxury and refinement. Available in various sizes, these bottles were used to hold several different Revillon parfums.

The large version, a heavy, chunky glass bottle with a squared base, is molded with three rounded edge "steps." Standing 4.25" tall and holding 6 ounces, this bottle contained the "Amou Daria Fluide Parfum Total." This chunky shape was also used for other sizes, standing 5" and 5.5" tall. The large size, with its substantial glass and distinctive design, would have been a striking centerpiece for any dressing table, allowing fragrance enthusiasts to indulge in their favorite scent for an extended period.

Smaller sizes holding both 1 oz and 1/2 ounces of parfum were contained inside narrow glass bottles with rectangular bases. These smaller bottles mimic the shape of the larger bottle, just in a narrower profile. Despite their reduced size, they maintain the elegance and charm of the larger version. Both bottle sizes feature a ground glass stopper that follows the lines of the bottle, adding a finishing touch of sophistication and ensuring a seamless and visually appealing presentation.

Overall, the attention to detail in the design of these bottles reflects the care and craftsmanship that went into creating Amou Daria by Revillon. This makes it not only a delightful fragrance but also a coveted collector's item for enthusiasts of vintage perfumes and Art Deco design.

 

 Esquire - Volume 7, 1937:

"For almost a century, women loved by the men of Revillon awaited breathlessly for the annual shipment of raw sables from Tibet. It was not only for the gossamer-soft brown fur of queens they waited. It was for a small, hide-bound flask of perfume that was always found hidden away in the heart of each bale of sable skins. The annual gift of a Tibetan tribe to the house of Revillon, this flask contained a rare and enchanted perfume that went to the heads of men like wine; a scent so subtle, so alluring, that women of royal blood coaxed for even a few drops of the of the precious fragrance. 

Time and again, the Revillons tried to acquire the formula, but each offer was met with polite refusal. The scent of princesses was not for sale. And so, this strange and fascinating redolence remained one of the mysteries of the east until several years ago, a young Revillon entered the firm of his fathers.  

Like every Revillon who goes into this business, he was forced to serve his two-year apprenticeship in the far-flung outposts of the company. How, during his visit to Tibet, he saved the life of a chieftain's son is another story, glamorous as any tale of the cinema.  But it is your good fortune that his reward for this service was the gift of the formula for making the Tibetan perfume which his family had sought for a century. 

Hormones from the glands of sable lend subtle charm to these perfumes for the skin. 

Now imprisoned in lovely flacons of flashing crystal are four perfumes that bear the stamp of Revillon. Tornade, Latitude 50, Egoiste, Amou Daria. Unlike ordinary perfumes, these Parfums Revillon are not applied to the outer garments but are placed directly on the person. When they are correctly used, as they are now in Paris, they are interpreted differently by every woman who wears them.

Then they become not merely a scent to be put on and off with every gown, but an enchantment of the very being of the individual, until the body itself gives off its own glorious perfume like an exotic flower.   

Today, these perfumes may be yours if you can afford them. Frankly their cost is high because their ingredients are extremely rare and costly. Since our supply is limited we in turn are forced to limit their sale to fifty stores in the entire united States. 

If you are unable to purchase Parfums Revillon for the skin we will undertake to supply you by air mail, postpaid. We cannot guarantee prices after January  1, 1937, since our costs are dependent upon the world catch of sables. Parfums Revillon 684 Fifth Avenue, new York, NY. 

If you want to be thought extremely generous by some very attractive lady, we suggest you send her the 5 ounce bottle of Tornade for $60. 

 Prices by the ounce: Amou Daria, $12.50; Tornade, $12.50; Latitude 50, $14.50; Egoiste (in 3 ounce bottles only), $30."

The New Yorker, 1947:

"Made, bottled, sealed entirely in France. Revillon perfumes are again being imported into the United Slates in limited quantities. PARFUMS REVILLON PARIS - CARNET DE BAL, LATITUDE 50, TORNADE, AMOU DARIA - LUXURY IMPORTS."

 

Cue, 1949:

"Back with us in quantity is Carnet de Bal, along with those other wonderful Revillon fragrances — Tornade, Latitude 50, Amou Daria and Eau Marveilleuse. Revillon perfumes are made, bottled and sealed in France, which should make the perfectionists even happier."

Wing Bottles:

The "wing bottles" from Revillon are exceptionally unique and visually striking, embodying the elegance and innovation characteristic of Revillon's packaging during the Art Deco period. These bottles, with their distinct "winged" appearance and luxurious stoppers, present a beautiful and sophisticated display for any perfume.

The design of the "wing bottles" features a distinctive shape that resembles wings, adding an element of grace and movement. The heavily silvered or gilded glass stoppers enhance their luxurious appeal, while versions with clear glass stoppers maintain a more understated elegance. Each bottle is acid-etched with the mark "Revillon Paris Made in France," signifying its authenticity and origin, adding to its collectible value.

These bottles were available in various sizes, including 2.25", 2.5", 3.25", 3", and 4.25" tall, as well as a 1.75 oz option. This range caters to different consumer needs, from small, portable options to larger, more substantial bottles for display on a vanity.

The "wing bottles" would have held some of Revillon's finest parfums, with the smaller bottles likely intended for personal, on-the-go use, and larger bottles designed to be luxurious fixtures in a personal collection. Their unique design, luxurious materials, and historical context make them highly desirable for collectors, serving as a testament to Revillon's dedication to combining artistry and functionality in their product packaging.

In summary, the "wing bottles" represent a perfect blend of artistic design and practicality, embodying the sophistication and elegance of the Art Deco era while serving as a beautiful vessel for Revillon's esteemed fragrances.

 

Columnar Bottle:

Amou Daria was also housed inside a lovely crystal bottle that exemplifies Revillon's luxurious and elegant packaging. The bottle's design features a tall, columnar shape with a square base, giving it a stately and sophisticated appearance. Crafted from high-quality crystal, it boasts brilliant clarity and substantial weight, indicative of luxury and craftsmanship. The ground glass stopper is intaglio molded with the Revillon logo, a technique that involves engraving the design into the glass, adding an extra touch of refinement and exclusivity.

The base of the bottle is acid-etched with the inscriptions "Revillon Paris" and "Made in France," confirming its authenticity and origin. These markings highlight the bottle's French craftsmanship and connect it to Revillon's prestigious Parisian roots, reinforcing the brand's identity and status in the luxury market.

The use of crystal and sophisticated design elements reflects Revillon's commitment to producing luxurious and elegant products. The detailed markings and intaglio molded stopper serve as a visual and tactile reminder of the brand's prestige and quality. This bottle, with its distinctive design and detailed craftsmanship, would be a prized item for collectors, embodying the elegance of the Art Deco era and the luxury associated with Revillon perfumes.

The tall, columnar crystal bottle with a square base, intaglio molded stopper, and acid-etched markings is a beautiful representation of Revillon's dedication to luxury, craftsmanship, and brand heritage. It not only houses the Amou Daria fragrance but also stands as a testament to the artistry and elegance of early 20th-century perfume design. This bottle would be a valuable addition to any collection, admired for both its aesthetic appeal and historical significance.

Fate of the Fragrance:

 

Amou Daria by Revillon, with its luxurious and intricate bottle designs, was a notable perfume of its time, reflecting the elegance of the Art Deco period. However, like many fragrances, it eventually faced discontinuation. While the exact date of its discontinuation is unknown, evidence suggests it was still being sold in 1953, albeit at significantly reduced prices, indicating it was likely being phased out.

In 1953, Amou Daria was available at drastically slashed prices, suggesting it was being discontinued or clearing out remaining stock. This reduction in price often indicates a decline in demand or a strategic decision by the brand to phase out the product. The market context at the time likely influenced this decision, as consumer preferences and economic conditions evolved.

Amou Daria by Revillon represents a fascinating piece of perfume history, with its luxurious packaging and sophisticated scent profile. Despite its eventual discontinuation, the fragrance remains a memorable and collectible item for enthusiasts and collectors, symbolizing a bygone era of opulent and carefully crafted perfumes. The detailed craftsmanship and artistry of its bottle designs continue to be appreciated, making Amou Daria a treasured relic of the luxurious past.