L'Elu by Parfums Marquay c1946

L'Elu by Parfums Marquay, launched in 1946, carries a name that evokes a sense of prestige, individuality, and special significance. The word "L'Elu" (pronounced leh-LOO) is French, meaning "the chosen one." It is a term imbued with connotations of exclusivity, evoking the idea of something or someone being singled out for their exceptional qualities. For women of the 1940s, a perfume named "L'Elu" would have suggested elegance, refinement, and the allure of being unique and desired. The post-war era, with its atmosphere of hope and renewal, would have heightened the appeal of such a name, allowing women to feel as though they were selecting not just a fragrance, but a symbol of personal distinction.

The imagery and emotions connected to "L'Elu" are those of empowerment, sophistication, and perhaps even a touch of mystery. The name conjures up visions of an elegant woman who stands out in a crowd, her presence undeniable yet understated. It suggests a sense of inner confidence, a woman who knows her worth and carries herself with poise. The concept of being "chosen" would resonate deeply, especially in a post-war society where women were beginning to redefine their roles and reclaim their independence. Perfume during this era was not just a luxury; it was an expression of identity, and "L'Elu" would have perfectly aligned with the desires of women seeking to establish a refined and unique personal image.

In terms of scent, "L'Elu" is classified as a chypre fragrance, a beloved and classic structure in perfumery known for its balance between fresh, floral, and earthy notes. A distinctive jasmine note anchors the composition, giving it a floral heart without becoming overwhelmingly sweet or overly feminine. The name "L'Elu" would likely be interpreted in scent as something poised between tradition and modernity—neither too flowery nor too spicy, but rather striking the perfect balance. The perfume would exude an understated power, reflecting its wearer as both sophisticated and grounded. The chypre’s oakmoss and patchouli base would add depth, while the jasmine would provide a timeless floral elegance, ensuring that the fragrance felt simultaneously classic and forward-thinking.

Rock n Roll by Marquay c1956

Rock n Roll by Parfums Marquay, launched in 1956, emerged as a bold statement of youthful exuberance and freedom. The term “Coup de Feu,” which translates to “a stroke of fire” in French, was used in the USA for this fragrance, suggesting a spark of passion and intensity that resonated with the zeitgeist of the era. The choice of the name “Rock n Roll” reflects not only the burgeoning musical genre that was transforming culture but also a sense of rebellion and vitality associated with youth. Pronounced as it appears—/rɒk/ and /n/ /roʊl/—the term itself originated from African American slang in the 1950s, initially referring to the act of dancing, but it soon evolved into a euphemism for sexual intimacy, encapsulating the thrill and liberation of the era. The phrase conjures images of vibrant music scenes, lively dances, and a spirited rebellion against convention, making it an ideal choice for a fragrance that aimed to capture the essence of youthful energy.

Women of the 1950s, navigating a societal shift towards greater independence and self-expression, would have likely resonated with a perfume named "Rock n Roll." This fragrance symbolized not only the joy and vitality of youth but also a new, liberated attitude towards femininity. It was more than just a scent; it was an embodiment of a lifestyle characterized by freedom, creativity, and the daring spirit of the post-war generation. The name “Rock n Roll” suggested an adventurous, modern woman unafraid to embrace her desires and individuality.

Marquay Perfumes

Marquay of 21 rue la Pelletier, Paris, France.. Established in 1947 by M. Pommez, following the success of his earlier company Dorilly who made luxury presentations in the 1920s. Marquay produced many luxury perfume presentations.