Imprevu by Coty c1965

In 1965, when Coty launched Imprevu, the world was amidst a vibrant cultural shift. It was a time of considerable change and exploration, both socially and artistically. The mid-1960s marked the peak of the Swinging Sixties era, characterized by a rebellious spirit, a rejection of traditional values, and an embrace of youth culture.

Around the world, significant events were shaping history. In the United States, the Civil Rights Movement was gaining momentum, with key figures like Martin Luther King Jr. leading marches and protests for racial equality. The Vietnam War was escalating, sparking anti-war demonstrations and a countercultural movement that challenged authority and the status quo. In Europe, the Swinging London scene was flourishing, with its fashion, music, and art scenes capturing global attention.

For young women, especially those targeted by Coty's marketing for Imprevu, life was undergoing profound changes. The traditional roles and expectations of women were being redefined. The rise of feminism and the sexual revolution empowered women to assert their independence, challenge societal norms, and embrace their individuality. Fashion icons like Twiggy and Brigitte Bardot epitomized the era's liberated spirit, influencing trends with their bold styles and attitudes.

Imprevu's debut represented a deliberate departure into modernity, perfectly aligned with the zeitgeist of the Swinging Sixties. Crafted by Bernard Chant, the fragrance aimed to encapsulate the essence of the contemporary woman amidst a backdrop of societal change and cultural revolution. Its very name, "Imprevu," meaning "unforeseen" in French, hinted at the unpredictability and excitement of the times.

This unveiling marked a significant milestone for Coty, breaking a twenty-five-year hiatus in major fragrance launches. The anticipation surrounding Imprevu was palpable, as it promised to usher in a new era of olfactory innovation and excitement.

The scent itself was a reflection of the era's dynamism, offering a composition that exuded freshness, sophistication, and a hint of daring. With each note carefully selected, Imprevu aimed to capture the spirit of the times, evoking images of liberated women embracing newfound freedoms and challenging societal norms.

Against the backdrop of Coty's established legacy, Imprevu's launch represented a bold step forward, signaling the brand's commitment to staying relevant in a rapidly evolving world. It embodied the spirit of the Swinging Sixties, where change was embraced, and boundaries were pushed, making it an instant sensation among those seeking a fragrance that mirrored the vibrancy of the era.

For young women, Imprevu represented more than just a perfume; it symbolized freedom, self-expression, and the thrill of embracing the unexpected. It was a product of its time, resonating with a generation eager to break free from convention and chart their own course in a rapidly changing world.

Launch:

In 1965, Pfizer made a significant investment of $2 million in advertising to launch Imprevu, embarking on an extensive promotional campaign. This included saturating radio stations with advertisements, distributing sample sachets in fashion magazines, and creating a fountain in New York's Rockefeller Center that emitted Imprevu-scented water. Industry insiders anticipated impressive first-year sales of $4.5 million, and even this estimate was considered conservative, given the overwhelming response.

Building on this momentum, Coty ushered in a new era in fragrance marketing in 1966. They introduced Imprevu with a groundbreaking approach, packaging the scent in foiled pouches containing small, folded towelettes infused with its alluring aroma. Unlike Avon's traditional in-home demonstrations with towelettes, Coty innovatively affixed these pouches directly onto magazine pages, effectively reaching millions of potential customers through print media.

This inventive method marked a departure from conventional perfume sampling practices, elevating the accessibility and visibility of fragrance advertising. By strategically attaching the scented pouches to magazine advertisements, Coty seamlessly merged the realms of fragrance and print media, creating an unprecedented sensory experience for readers.

Just a year later, Coty continued its streak of innovation by pioneering "Scratch & Sniff" technology in 1967. This revolutionary technique, developed by 3M Co., involved micro-encapsulating microscopic fragrance capsules onto paper. With a simple scratch, the scent of the perfume was released, captivating consumers with its irresistible allure.

The adoption of this technology not only broadened Coty's reach to a wider audience but also streamlined production and marketing processes, significantly reducing costs. By replacing traditional perfume-saturated towelettes and their foiled pouches with scent strips, Coty embraced efficiency without compromising on the sensory experience.

Coty boldly introduced this innovative approach to the masses through an advertisement in McCall's magazine, featuring an insert showcasing Imprevu perfume. This pioneering move solidified Coty's reputation as a trailblazer in the fragrance industry, setting the stage for future innovations and reshaping the way perfumes were marketed and experienced by consumers worldwide.

Imprevu's impact transcended the business world, leaving its mark on the music industry as well. Johnny Richards composed "Imprevu (Unexpected)" specifically for the perfume's introduction, recorded by Liza Minnelli in 1965 with an arrangement by Peter Matz. Bob Crewe added lyrics, and the song was later used by Coty for its perfume of the same name.

By the end of 1968, Imprevu had become Coty's leading fragrance, cementing its status as an industry trailblazer and solidifying its place in history.

Fragrance Composition:

Nites at a glance:

So what does it smell like? Imprevu by Coty is classified as a soft, woodsy floral leathery chypre fragrance. It begins with a fresh aldehydic top, followed by an elegant floral heart, resting on a feminine, woody, balsamic base.

• Top notes: aldehydes, Tuscan violet, Italian neroli, Guinea bitter orange, Sicilian citron, Dutch jonquil, Grasse mimosa, Dutch hyacinth, and Calabrian bergamot
• Middle notes: Parma violet, Greek wild cyclamen, Dutch narcissus, Alpine lily of the valley, Florentine orris, French carnation, Grasse jasmine, Nossi-Be ylang ylang and oriental rose
• Base notes: Mexican vanilla, Siamese benzoin, Penang patchouli, Mysore sandalwood, leather, Tyrolean oakmoss, Indian musk, ambergris, Atlas cedarwood, resins and Bourbon vetiver

Scent Profile:

Imprévu begins with a shimmering burst of aldehydes, their effervescent brightness illuminating the fragrance like the first light of dawn. They create a sense of airy, champagne-like fizz, enhancing the crisp elegance of citrus and florals. The freshness of Italian neroli emerges—delicate yet green, its subtly bitter floralcy lending a refined sophistication. Guinea bitter orange, more intense and resinous than its European counterparts, introduces a rich citrus warmth, its peel bursting with aromatic depth.

Sicilian citron, bright and sunlit, provides a sharp yet honeyed zest, reminiscent of orchards kissed by Mediterranean breezes. Dutch jonquil follows, its golden petals exuding a narcotic sweetness, blending with the soft powdery whispers of Grasse mimosa. The addition of Dutch hyacinth brings a cool, almost aquatic freshness, while Calabrian bergamot—a jewel of the Italian coast—offers its signature sparkling elegance, a citrusy prelude to the florals that lie ahead.

As the fragrance unfolds, the heart reveals an exquisite floral tapestry, where each bloom contributes a distinct facet of beauty. Parma violet lends its powdery, slightly candied sweetness, contrasting with the green, dewy freshness of Greek wild cyclamen, a flower that thrives on rocky cliffs overlooking the Aegean. Dutch narcissus, opulent and creamy, unfurls with a heady richness, its scent evocative of sun-warmed fields. 

Alpine lily of the valley, crisp and innocent, adds a dewy, bell-like purity, while Florentine orris—one of perfumery’s most precious materials—introduces a velvety, violet-tinged powderiness. French carnation follows, its fiery, clove-like spiciness igniting the floral accord, balanced by the honeyed sensuality of Grasse jasmine. Nossi-Be ylang-ylang, sourced from the exotic shores of Madagascar, drapes the composition in its lush, banana-tinged creaminess, while oriental rose—opulent and deeply crimson—brings a rich, velvety warmth, as though its petals were steeped in golden sunlight.

The base is where Imprévu finds its depth, enveloping the skin in an embrace of warm woods, smoky resins, and animalic sensuality. Mexican vanilla offers a sweet, balsamic richness, smooth yet slightly smoky, enhanced by the warm, caramelized embrace of Siamese benzoin. Penang patchouli, from the lush forests of Malaysia, brings an earthy, camphoraceous darkness, its damp, woody nuances intertwining with the golden, creamy warmth of Mysore sandalwood. 

A supple leather note, refined and smoky, lingers like the scent of fine gloves kissed by fragrant florals. Tyrolean oakmoss adds a deep, velvety green earthiness, grounding the fragrance in a classic chypre elegance. Indian musk—a raw, sensual whisper—melds with the saline, sunlit warmth of ambergris, while Atlas cedarwood contributes its dry, resinous strength. Finally, Bourbon vetiver, rich and smoky, with hints of nutty sweetness, completes the composition, leaving an impression of refined, unexpected sensuality.

Imprévu is a fragrance of contrast and intrigue, where the airy brightness of aldehydes and florals meets the dark sensuality of woods, leather, and resins. It is both elegant and unpredictable—a perfume that lingers like an unforgettable memory, unfolding in whispers of powder, smoke, and petals.

A 1965 ad reads:

"Imprevu is here the first major new fragrance from Coty in. twenty-five years. The word is out, Imprevu is fabulously contemporary."

A 1965 ad reads:

"...feeling a new fragrance by Coty. Suddenly spring is an all year thing suddenly a new feeling tingles with in you. That's what Imprevu does. The most beautiful.."

A 1965 ad reads:

"Imprevu by Coty. A New Feeling. A New Fragrance. Coty introduces its first major fragrance in 25 years, Imprevu, the unforseen, the unexpected .Young, contemporary and exciting."

Bottle:

In the realm of fragrance, presentation is paramount, and Imprevu spared no expense in crafting an unforgettable experience. The parfum was elegantly housed in a hand-cut crystal flacon, its design subtly echoing the graceful arches of Gothic architecture. This meticulous attention to detail was the result of extensive and expensive market research, ensuring that every aspect of Imprevu's presentation resonated with the discerning tastes of its clientele.

But Imprevu's allure didn't stop there. The fragrance was accompanied by a distinctive blue and white box, further enhancing its luxurious appeal. Each element of its packaging was carefully considered, from the opulent crystal flacon to the regal color scheme of the box, creating a cohesive and captivating presentation that spoke to the essence of Imprevu's sophistication and elegance.

 

In 1966, Imprevu introduced a groundbreaking spray mist cologne, encased in a sleek and modern packaging design. The fragrance was housed in a clear glass Foster-Forbes aerosol bottle, its contemporary silhouette enhanced by paneled blue and white plastic sheathing. The regal touch of a gold cap added a luxurious accent to the overall presentation.

This innovative packaging, supplied by Augusta Plastics, boasted a VCA valve and actuator, ensuring precise and controlled dispensing of the fragrance with each spray. Every detail, from the choice of materials to the functionality of the components, was carefully considered to elevate the user experience.

Fluid Chemical, a trusted name in fragrance production, was responsible for filling the aerosol bottles with the exquisite Imprevu scent, ensuring that every spray enveloped the wearer in a cloud of sophistication and allure. Together, these elements combined to create a truly unforgettable olfactory experience, capturing the essence of Imprevu's timeless elegance and modernity.

Product Line:

In the vibrant atmosphere of 1965, Imprevu captivated hearts with its fresh and frivolous romp of fragrance, embodying youthfulness and beauty like no other. 

The Imprevu Parfum epitomizes elegance and sophistication, capturing the essence of timeless allure in every drop. This luxurious fragrance is a masterful blend of exquisite notes, meticulously curated to evoke a sense of opulence and refinement.

With its rich concentration of fragrance oils, the Imprevu Parfum offers a long-lasting and immersive olfactory experience. Each spritz unveils a symphony of scents, starting with a fresh and invigorating top note that tantalizes the senses. As the fragrance settles, it reveals a heart of delicate florals, imbuing the air with an intoxicating allure. Finally, the base notes emerge, leaving a lingering trail of warmth and sensuality that captivates and entrances.

Wearing Imprevu Parfum is more than just applying a fragrance; it's a statement of sophistication, a celebration of beauty, and a testament to the timeless allure of femininity. With its exquisite blend of notes and unparalleled craftsmanship, Imprevu Parfum is truly a scent for the discerning woman who appreciates the finer things in life.

The Imprevu line offered a comprehensive range of scented delights, each crafted to envelop the senses and pamper the skin. Here's a glimpse into the other products in its exquisite lineup:

• Lotion: An opulent skin-softening lotion infused with the enchanting scent of Imprevu, leaving skin delicately perfumed and irresistibly smooth.

• Pure Spray Cologne: A refreshing burst of fragrance in a convenient spray format, perfect for on-the-go indulgence and instant allure.

• Creamy Perfume: A decadent, velvety-smooth perfume infused with Imprevu's captivating aroma, offering a luxurious sensory experience with every application.

• Body Powder: A finely milled powder delicately scented with Imprevu, designed to leave skin feeling soft, refreshed, and subtly perfumed.

• Body Powder Spray: A modern twist on traditional body powder, this spray-on formula envelops the skin in a cloud of fragrance, offering a luxurious and convenient way to indulge in Imprevu's scent.

• Talc: A classic talcum powder infused with the timeless fragrance of Imprevu, perfect for imparting a touch of luxury to your daily skincare routine.

• Soap: Luxurious bars of soap infused with the enchanting scent of Imprevu, offering a pampering cleansing experience that leaves skin delicately perfumed.

• Bath Tablets: Effervescent bath tablets infused with Imprevu's captivating fragrance, transforming your bath into a luxurious and indulgent escape.

• Cologne Concentrate: A concentrated cologne infused with the rich and alluring notes of Imprevu, offering a long-lasting and unforgettable fragrance experience.

• Parfum de Toilette: A refined and elegant fragrance that combines the luxurious notes of Imprevu with a touch of freshness, perfect for everyday wear.

• Frosted Velvet Skin Softening Lotion: A new addition to the Imprevu lineup, this scented lotion combines the velvety softness of frosted velvet with the enchanting aroma of Imprevu, leaving skin irresistibly smooth and delicately perfumed.

• Solid Perfume Compact: A compact and portable solid perfume infused with the luxurious scent of Imprevu, perfect for on-the-go touch-ups and discreet fragrance application.

• Non-Aerosol Spray: An innovative spray formula that delivers the intoxicating scent of Imprevu without the use of aerosols, offering a luxurious and eco-friendly fragrance experience.

With this luxurious array of scented treasures, Imprevu invited you to indulge in the art of fragrance and skincare, transforming everyday rituals into moments of pure indulgence and sensory delight.

For those seeking an enchanting experience, the Show-stopper hat box was a must-have. Packed with parfum, parfum de toilette, a measured mist (and refill), deluxe dusting powder, bath oil, talcum powder, and creamy skin parfum, it was a comprehensive ensemble of olfactory delights priced at $35.00.

For a more convenient option, the Flacon mist with dusting powder provided a luxurious misting experience paired with dusting powder, priced at $4.75. The Spray mist and dusting powder set offered another elegant option at $6.00, while the Deluxe dusting powder and measured mist combo, priced at $9.00, ensured a perfectly coordinated fragrance experience.

In 1968, Imprevu continued to captivate with its luxurious offerings:

• Bath Oil (3 oz.): $5.00
• Dusting Powder (8 oz.): $4.00
• Parfum (0.25 oz.): $7.50
• Parfum (0.5 oz.): $15.00
• Parfum (1 oz.): $25.00

Whether indulging in a scented bath, dusting on luxurious powder, or dabbing on exquisite parfum, Imprevu promised an unforgettable sensory journey, leaving an indelible mark on the senses and the soul.

 

Fate of the Fragrance:

Despite its discontinuation in 1990, Imprevu's legacy continues to endure through the availability of old stock found readily online. This enduring popularity speaks to the timeless appeal and enduring allure of this iconic fragrance. For those seeking a nostalgic journey or a chance to experience a piece of olfactory history, discovering vintage bottles of Imprevu offers a rare and cherished opportunity. With each spritz, these remnants of the past transport users to a bygone era, evoking memories of elegance, sophistication, and timeless beauty.