Le Gui by Duvelle c1925

Le Gui by Duvelle, launched in 1925, is a captivating fragrance named after the French word for "mistletoe." This choice of name evokes the mystique and allure associated with the traditional winter plant, often linked to romance and the holiday season. The name "Le Gui" suggests a fragrance that is both enchanting and festive, capturing the essence of the season's charm.

Duvelle, the company behind Le Gui, was a subsidiary of Doran Cosmétiques Laboratories, a well-established name in the cosmetics industry. As a subsidiary, Duvelle benefited from the resources and expertise of Doran Cosmétiques Laboratories, which allowed it to create and market its own distinctive fragrances. The collaboration between Duvelle and its parent company ensured that Le Gui was crafted with the same attention to quality and innovation that characterized Doran’s broader range of products.

The release of Le Gui in 1925 was part of a period rich with new and exciting fragrance developments, reflecting the era's fascination with exotic and evocative scents. The name and the association with mistletoe lent an air of elegance and intrigue to the perfume, making it a memorable addition to the world of early 20th-century perfumery.

Bottles: 

Le Gui was housed in a variety of bottles, the first bottles were made up of green malachite slag glass. This includes parfum bottles, talcum bottles, cream jars, and cologne bottles.

In the 1937 edition of Drug and Cosmetic Industry, Volume 41, Doran Cosmetique Laboratories proudly showcased its offering of "Le Gui," a perfume noted for its sophisticated and delightful fragrance. The description emphasizes the perfume’s elegance and appeal, suggesting that it was crafted with care to appeal to a refined clientele.

"Le Gui" was presented in an array of six different gay pastel-colored bottles, each one representing a unique shade: jade green (the malachite bottles), baby blue, orchid purple, maize yellow, rose pink, and nile green. These clear glass bottles were sprayed with an opaque enamel in a range of pastel colors. This technique created an attractive, colored exterior that not only enhanced the visual appeal of the bottles but also added a touch of elegance and sophistication. These pastel hues were carefully chosen to reflect a sense of grace and charm, making the bottles not just containers, but also decorative objects that would enhance any vanity. The choice of colors underscored the perfume’s association with freshness and subtlety, aligning with the aesthetic preferences of the time.  The jade green bottles were of the malachite glass.

The use of clear glass as the base allowed the rich hues of the enamel to stand out vividly, while the opaque finish provided a refined and luxurious look. Each color choice—ranging from the calming jade and blue to the vibrant maize and rose—was carefully selected to evoke a sense of charm and delicacy, aligning with the aesthetics favored by consumers of the time.

By employing this method, Doran Cosmetique Laboratories ensured that "Le Gui" was not just a fragrance but also a visually appealing accessory. The enamel-coated bottles served as decorative objects, making them desirable for both their scent and their stylish appearance. This attention to detail in packaging underscored the brand's commitment to providing a complete sensory experience, blending olfactory pleasure with visual allure.

The perfume was available in five different sizes, catering to various preferences and needs. This range of options allowed customers to choose a size that best suited their personal use or gifting requirements. The inclusion of multiple sizes also made "Le Gui" accessible to a broader audience, further expanding its market reach.

The note on "BENJAMIN ANSEHL CO." indicates that this company played a role in the distribution or promotion of "Le Gui," highlighting the collaborative efforts involved in bringing the perfume to a wider audience. Overall, the presentation in the Drug and Cosmetic Industry publication reflects the sophistication and appeal of "Le Gui," positioning it as a desirable and stylish choice in the 1930s fragrance market.

Drug and Cosmetic Industry - Volume 41, 1937:

"Doran Cosmetique Laboratories offers "Le Gui" parfum, a delightfully sophisticated odor packaged in six different gay pastel colored bottles, jade, blue, orchid, maize, rose, and nile. It is available in five sizes. BENJAMIN ANSEHL CO."

 

In the 1960 edition of the American Druggist Blue Book, "Le Gui" toiletries were presented with a detailed breakdown of their product offerings and pricing. The array of products highlighted the brand's diverse range, catering to various preferences and budgets, while emphasizing its commitment to quality and luxury.

Bath Powder was offered in a 6-ounce size for $2.50. This product, designed to enhance the bathing experience, was likely formulated to complement the fragrance of "Le Gui" while providing a soothing, perfumed touch to the skin.

Cologne was available in two sizes: 1 ounce for $1.25 and 4 ounces for $3.00. These options allowed customers to choose between a smaller, more portable size or a larger bottle for more extended use, reflecting different needs for daily use or travel.

Solid Perfume came in a 1-dram size for $1.75. This compact form of fragrance offered convenience and portability, making it easy for users to apply their favorite scent discreetly throughout the day.

The Perfume line was offered in several sizes: 1 dram for $2.25, 2 drams for $3.75, 4 drams for $6.75, and 1 ounce for $12.50. This range provided options for various preferences, from small, affordable sizes to more luxurious, larger bottles, catering to both occasional and regular users.

Talcum Powder, presented in a 3-ounce size, was priced at $1.50. This product was designed to complement the fragrance line while providing a soft, perfumed finish to the skin.

Finally, Toilet Water was available in a 4-ounce bottle for $4.50. As a lighter alternative to perfume, it offered a more subtle and refreshing scent experience.

The detailed listing in the American Druggist Blue Book underscores "Le Gui's" extensive product range and its appeal across different segments of the market, offering a variety of price points and formats to suit the needs and preferences of its clientele.

Fate of the Fragrance:

By the 1960s, "Le Gui" had been discontinued, marking the end of its presence in the fragrance market. The decision to cease production reflected the evolving trends and shifts in consumer preferences that characterized the industry during this period. As new brands and formulations emerged, older products like "Le Gui" faced increasing competition, leading to their eventual phase-out. Despite its discontinuation, "Le Gui" remains a nostalgic reminder of early 20th-century elegance and sophistication, embodying the charm and style of its era through its unique packaging and distinctive scent offerings.