Parfums Jovan was founded in 1968 by Bernard Mitchell and Barry Shipp in Chicago, Illinois, marking the beginning of a fragrance company that would go on to become synonymous with musky, accessible scents. Known for its focus on creating fragrances that appealed to the modern consumer, Jovan’s most iconic offerings, particularly Jovan Musk for both men and women, gained popularity for their ability to evoke a sense of intimacy and sensuality. The company’s fragrances, including the bold yet accessible offerings of Jovan Man and Jovan Woman, quickly became recognized for their unique ability to be both everyday scents and statements of personal allure. By the mid-1970s, Jovan was firmly established as a brand with a growing influence in the fragrance market.
The release of Jovan Woman and Jovan Man in 1976 was a pivotal moment for the brand, with both fragrances marketed as part of the "new generation of fragrances" designed to mirror and complement the complexities of modern relationships. The ad campaign famously stated, “In the beginning, there was only one man and one woman,” drawing a direct connection to the biblical figures of Adam and Eve. The choice of Adam and Eve as inspiration for the fragrances highlights the duality of gender, the essential connection between men and women, and the universal nature of attraction. This approach emphasized that, just as in real life, men and women come in diverse forms, shapes, and sizes, echoing the inclusive nature of Jovan’s products. The bottles for Jovan Woman and Jovan Man were uniquely designed to fit against one another, reinforcing this connection between the two fragrances, further playing into the concept of complementary counterparts.
