4 Vents by Revillon c1950

In 1950, when Revillon launched the perfume "4 Vents" in France, the world was experiencing a period of recovery and transformation following the end of World War II. Europe, in particular, was rebuilding its cities, economies, and societies. This era was marked by a sense of optimism and a desire for new beginnings. The fashion and beauty industries were thriving, with a renewed emphasis on luxury and elegance. By the time "4 Vents" was introduced to the United States in 1952, America was in the midst of a post-war economic boom, characterized by consumerism, suburban growth, and a fascination with new products and innovations.

The name "4 Vents" translates to "Four Winds" in English and is derived from French. Revillon, a Parisian furrier and luxury brand, chose this name to evoke the idea of global reach and universal appeal. The phrase "four winds" suggests something that spans across the entire world, touching every corner and bringing a sense of adventure and exploration.

Revillon likely chose the name "4 Vents" to convey a sense of elegance and sophistication that transcends geographical boundaries. The notion of the four winds can be associated with the four cardinal directions—north, south, east, and west—implying a fragrance that is as diverse and encompassing as the winds themselves. It suggests a perfume that captures the essence of various cultures and landscapes, appealing to a cosmopolitan clientele.

"4 Vents" is an appropriate name for a perfume as it conjures images of movement, travel, and the natural elements. Perfumes often aim to transport the wearer to different places or evoke particular memories and emotions. The name "4 Vents" aligns perfectly with this goal, as it implies a sensory journey through different environments carried by the winds. It suggests a fragrance that is dynamic and multifaceted, capable of evoking different moods and atmospheres.

The perfume "4 Vents" would have resonated with a sophisticated and adventurous audience. This includes women who were worldly, well-traveled, and appreciative of fine fragrances. They would likely respond to "4 Vents" with a sense of intrigue and excitement, eager to experience a perfume that promises to take them on a sensory journey around the world. The name alone would evoke a sense of wanderlust and curiosity, appealing to those who sought elegance and a connection to the broader world.

The phrase "4 Vents" evokes a range of vivid images and feelings. One might imagine standing on a windswept cliff, the air filled with the scent of the sea and distant lands. It brings to mind the freedom of the open air, the thrill of exploration, and the serene beauty of nature. The winds symbolize change and movement, suggesting a fragrance that is ever-changing and never static. Feelings of adventure, freedom, and elegance are inherent in the name, making "4 Vents" a perfume that promises a captivating and transformative experience.

Fragrance Composition:

So what does it smell like? It was classified as a woody floral chypre fragrance for women.

• Top notes: bergamot, black pepper, blackcurrant.
• Middle notes: carnation, Bulgarian rose, jasmine, ylang-ylang, tuberose, pine needles.
• Base notes: tonka bean, sandalwood, vetiver, cedarwood, oakmoss, musk, ambergris, patchouli, labdanum.

Femme, 1950:

"And since we are on the chapter of seduction, let us immediately note the lightning launch of 4 Vents, the new perfume from Revillon, which prides itself on seducing all men - which will make it the favorite of all women - It is hot, disturbing, enveloping, wild...With remarkable tenacity and an astonishing power of diffusion, 4 Vents boldly combines woody scents, forest scents and great floral essences, without forgetting the warm and sensual note brought by the musk and amber. Worthy brother of Amou Daria and Carnet de Bal."

Combat, 1952:

"Elegant and vermilion in its flame-cut bottle, "4 Vents" offers the appeal of novelty. This Benjamin de Revillon has the unprecedented power of preserving each of its components with its distinctive particularities. From the harmonious blend of aromas, the more diverse, stand out in so many moving notes, the smell of wood and moss, the heady scent of fruits ripened in the sun. Jasmine and Bulgarian rose set the tone of elegance and distinction; musk and amber add a disturbing and sensual accord. A luxury perfume with sought-after qualities, it cannot however eclipse "Carnet de Bal" imbued with memories springing from a skillful synthesis of balsamic scents, amber and exotic essences."

Harper's Bazaar, 1953:

"At Revillon Freres. Scent it with "4 Vents." Revillon's warm, spring-smelling perfume. Pale suede gloves, by Kislav."

Scent Story:

As Revillon's fur traders embark on their journey, climbing the high altitudes of Nepal and Tibet, they breathe in the crisp and invigorating air, filled with the clean scent of aldehydes, evoking the sensation of cold mountain air. This note is sharp and slightly metallic, cutting through the atmosphere like a brisk, alpine breeze.

As they descend into the dense forests of Siberia and Mongolia, the towering trees exude the resinous, slightly sweet scent of pine needles. The forest floor is covered in a soft, earthy layer of oakmoss, its damp, woody aroma rising with each step. The dry, woody scent of cedarwood permeates the air, adding a comforting warmth to the cool, forested landscape.

In the bustling trade hubs, they meet caravans laden with precious furs and expensive deer musk from Tibet. The musk is warm, animalic, and deeply sensual, adding a touch of exotic allure to their cargo. The traders exchange stories and scents, the air rich with the mingling aromas of their treasures.

As they trek westward, they pass through aromatic markets in Western Asia. The air is filled with the spicy, slightly floral scent of Szechuan pepper, which tickles their noses with its warm, tingling aroma. They savor the sweet, nutty flavor of tonka beans from China, their taste buds tingling with delight.

Upon reaching the Mediterranean, the harbor is alive with activity. Ships are being loaded with precious cargo, including fragrant labdanum from Malta, its resinous, slightly sweet scent mingling with the salty sea breeze. The zesty, floral aroma of bergamot from Sicily fills the air, evoking images of sunny orchards.

As the traders explore the market stalls, they are greeted by the rich, creamy scent of sandalwood from India, its smooth, woody aroma mingling with the earthy, smoky fragrance of vetiver. The air is thick with the warm, spicy scent of patchouli, its earthy notes grounding the heady mixture of fragrances.

Lining the harbor are market stalls filled with baskets of fragrant treasures. The sweet, intoxicating scent of tuberose petals mingles with the exotic, heady aroma of jasmine. The delicate, spicy scent of carnations adds a bright, floral note to the air, while the rich, sweet scent of ylang-ylang flowers adds a creamy, tropical undertone. The traders inhale the fresh, fruity scent of blackcurrant berries, their tartness a refreshing contrast to the rich floral aromas.

Among the traders’ prized possessions are tiny flasks of rose otto from Bulgaria. The rich, complex aroma of the rose otto is both sweet and slightly spicy, its luxurious scent a testament to its rarity and value. The traders also carry precious ambergris from the Arabian Peninsula. The warm, sweet, and slightly marine scent of ambergris adds a sensual, enveloping depth to their cargo.

As the furs and fragrances are loaded onto the ships bound for France, the air is thick with the mingling scents of their journey. The fresh, citrusy notes of bergamot, the spicy warmth of black pepper, and the tartness of blackcurrant intertwine with the rich, floral heart of carnation, Bulgarian rose, jasmine, ylang-ylang, and tuberose. The woody, earthy base notes of tonka bean, sandalwood, vetiver, cedarwood, oakmoss, musk, ambergris, patchouli, and labdanum create a complex, enveloping aroma that is both wild and luxurious.

The traders are surrounded by a symphony of scents, each ingredient telling a story of their journey. The sight of bustling markets, towering mountains, and dense forests is mirrored by the rich tapestry of aromas that envelop them. The taste of fresh, spicy pepper, sweet tonka beans, and tart blackcurrant lingers on their tongues, while the sound of rustling leaves, murmuring markets, and the gentle lapping of the Mediterranean waves creates a soundtrack to their adventure.

Touching the soft, luxurious furs, they feel the culmination of their journey, each fur imbued with the essence of the lands they have traversed. The perfume "4 Vents" captures this journey in a bottle, offering a scent that is hot, disturbing, enveloping, and wild. It is a fragrance of remarkable tenacity and diffusion, bold and complex, much like the journey of the Revillon fur traders themselves.

Bottles:

The presentation of 4 Vents parfum by Revillon paints a vivid picture of luxury and sophistication, reflecting the elegance associated with high-end fragrances of that era.

The primary presentation of 4 Vents parfum featured a beautiful twisted French crystal bottle, crafted with precision and artistry. The crystal clear glass showcased the rich color and texture of the fragrance within, while the ground glass stopper provided a secure seal to preserve its precious contents. Housed inside a red velvet presentation case, the perfume exuded opulence from every detail.

Two distinct presentation styles were offered, catering to different preferences and tastes. The first style, a domed trunk case, provided a regal setting for the bottle, resting on a padded interior for added protection and elegance. The second style, a cylindrical case, offered a sleek and streamlined presentation, with the bottle inserted into the base and its lid sliding over the top for a secure closure.

Embossed with "Revillon Made in France" on the bottom, the bottle bore the hallmark of quality craftsmanship and French artistry, further enhancing its allure and prestige.

 

In addition to the primary presentation, a modified version of the twisted parfum flacon was designed for portability and convenience. Fitted with a brass screw cap, this purse bottle allowed fragrance enthusiasts to carry their favorite scent with them on the go, without the risk of leakage or spillage. Housed in a red velvet slip case within a cylindrical box, this portable presentation maintained the luxurious standard set by its larger counterpart, ensuring that the fragrance remained protected and pristine, even while traveling.

Overall, the presentation of 4 Vents parfum by Revillon epitomized the height of luxury and sophistication, from its exquisite crystal bottle to its meticulously designed cases and packaging. Each element was thoughtfully crafted to enhance the sensory experience and evoke a sense of indulgence and glamour for those fortunate enough to experience the fragrance.

A less expensive bottle was used for the 4 Vents parfum and provides insight into the brand's efforts to offer a more accessible option while still maintaining an element of elegance and style.

Unlike the luxurious twisted French crystal bottle used for the premium version, the less expensive version featured a narrow, upright rectangular bottle. This design likely allowed for cost savings while still providing a sleek and modern aesthetic.

The bottle was fitted with an openworked ground glass stopper, adding a touch of sophistication to the presentation. The stopper's shape, resembling a triangle with truncated corners, contributed to the overall visual appeal of the bottle and differentiated it from standard designs.

While this version may have lacked the ornate detailing and opulent packaging of its premium counterpart, it still retained a sense of refinement and quality characteristic of the Revillon brand.

By offering both a premium and a more affordable option, Revillon aimed to cater to a wider range of consumers without compromising on the essence of luxury associated with the 4 Vents parfum fragrance.

 

Fate of the Fragrance:

4 Vents parfum by Revillon was discontinued at an unknown date, but it was still available for purchase as late as 1960.

The reasons for discontinuing a perfume can vary and may include factors such as changes in consumer preferences, shifts in market trends, production costs, licensing agreements, or corporate restructuring. Without specific information about the circumstances surrounding the discontinuation of 4 Vents parfum by Revillon, it's challenging to pinpoint the exact reasons. However, common factors that contribute to the discontinuation of fragrances include declining sales, evolving consumer tastes, or the desire to focus resources on new product developments. Additionally, changes within the company, such as mergers or acquisitions, can also influence decisions regarding product lines.