Mai by Shiseido, launched in 1968, carries a name steeped in both cultural significance and poetic simplicity. The word "Mai" (舞) is Japanese, pronounced "mah-ee" in layman’s terms. In its native language, it refers to a traditional form of Japanese dance, often performed with grace and precision, evoking images of movement that is both fluid and controlled. This concept of "Mai" conjures a feeling of elegance, tranquility, and timeless beauty. The dance itself is a ceremonial performance, often associated with rituals and celebrations, where each step is measured and intentional. By choosing the name "Mai" for their fragrance, Shiseido may have sought to encapsulate these qualities in olfactory form, offering women a scent that mirrored the refinement, poise, and femininity of this ancient art form.
The name also evokes emotional imagery—one of quiet sophistication and deep cultural roots. Women of the late 1960s, a time of evolving societal norms and increasing individualism, would have likely been drawn to the notion of "Mai" as it bridged the gap between traditional elegance and modern femininity. The subtlety and grace associated with the word would have resonated with women seeking a perfume that captured not only their beauty but also their inner strength and allure. The delicate balance between tradition and modernity made the name and scent particularly evocative for women in Japan and beyond.
In terms of scent, the name "Mai" suggests a perfume that unfolds in delicate layers, much like the dance it is named after. The floral fragrance can be interpreted as a sensory dance, where each note, whether aldehydic, spicy, or powdery, moves gracefully into the next. The aldehydic top provides a clean, sparkling opening, reminiscent of the fresh, ethereal quality of air and light that accompanies the beginning of a dance. The floral heart, infused with spices, adds warmth and complexity, echoing the subtle passion and intensity of a dancer’s movements. Finally, the powdery base settles like the soft footfall of a dancer coming to rest, leaving behind a trail of sensuality and lasting femininity.
