When French fashion designer Guy Laroche launched Fidji in 1966, the name was no arbitrary choice. At the time, L’Oréal owned the Guy Laroche brand under its U.S. division, Cosmair. Lancôme, a smaller company then, had recently acquired L’Oréal’s Prestige division. It was Lancôme’s president, Jean Menet, who selected the name in an inspired moment of spontaneity. He spun a globe, searching for something short, memorable, and evocative — his finger landed on the Fiji Islands, an exotic, sun-soaked paradise in the South Pacific. The name was adapted to the French spelling, Fidji, giving it a more sophisticated, European air while preserving the allure of its tropical roots. Pronounced Fee-jee in French, the word conjures visions of distant shores, lush greenery, and the freedom of an untouched paradise.
The choice of Fiji as inspiration was no accident. Known for its stunning coral reefs, crystal-clear waters, and vibrant culture, the islands symbolized an escape to natural beauty and tranquility — an unspoiled Eden. For a fragrance, this imagery was perfect. Perfume has always been about transformation, and Fidji promised to transport the wearer to a faraway, idyllic place. The name evoked warmth, sensuality, and the carefree spirit of island life — a world apart from the structured, modern pace of the Western world.
The mid-1960s was a period of cultural revolution, often dubbed the "Swinging Sixties." It was an era defined by liberation — social, sexual, and creative. Fashion broke away from the restrained, ladylike silhouettes of the 1950s and embraced bold, geometric designs, mini skirts, and androgynous styles. Designers like André Courrèges, Paco Rabanne, and Pierre Cardin pushed futuristic, sleek lines, while Mary Quant revolutionized youth fashion with playful, daring cuts. Women were increasingly joining the workforce, pursuing independence, and redefining their roles in society. This spirit of change echoed in perfumery as well, with lighter, fresher, more modern scents emerging to reflect the new mood.
