4 Vents by Revillon c1950

In 1950, when Revillon launched the perfume "4 Vents" in France, the world was experiencing a period of recovery and transformation following the end of World War II. Europe, in particular, was rebuilding its cities, economies, and societies. This era was marked by a sense of optimism and a desire for new beginnings. The fashion and beauty industries were thriving, with a renewed emphasis on luxury and elegance. By the time "4 Vents" was introduced to the United States in 1952, America was in the midst of a post-war economic boom, characterized by consumerism, suburban growth, and a fascination with new products and innovations.

The name "4 Vents" translates to "Four Winds" in English and is derived from French. Revillon, a Parisian furrier and luxury brand, chose this name to evoke the idea of global reach and universal appeal. The phrase "four winds" suggests something that spans across the entire world, touching every corner and bringing a sense of adventure and exploration.

Revillon likely chose the name "4 Vents" to convey a sense of elegance and sophistication that transcends geographical boundaries. The notion of the four winds can be associated with the four cardinal directions—north, south, east, and west—implying a fragrance that is as diverse and encompassing as the winds themselves. It suggests a perfume that captures the essence of various cultures and landscapes, appealing to a cosmopolitan clientele.

Amou Daria by Revillon c1935

The perfume "Amou Daria" was launched in 1935, a time when the world was grappling with the Great Depression. This era, marked by severe economic hardship, paradoxically saw the continued allure of luxury items among the affluent. Luxurious furs remained a symbol of wealth and sophistication, often featured in high-society gatherings and glamorous events. Despite widespread economic struggles, there was a desire for escapism and indulgence in opulence, which was reflected in the fashion and entertainment of the time.

Films during the Great Depression often showcased themes of glamour and elegance as a form of escapism. Hollywood productions frequently depicted leading ladies draped in sumptuous furs, living lives of unattainable luxury that provided a contrast to the harsh realities many faced. The silver screen offered a fantastical world where the economic downturn seemed a distant worry, and this fantasy was epitomized by the lavish costumes and settings that included fur as a staple of high fashion.

Revillon Frères, a renowned French fur and luxury goods company, chose the name "Amou Daria" for their perfume, likely drawing inspiration from the Amu Darya river in Central Asia. The name carries connotations of exoticism and adventure, evoking the remote and mysterious regions where the company sourced their high-quality furs. "Amou Daria" means "River of Love," which enhances its allure by suggesting a romantic and enchanting essence. This name would resonate with the sophisticated, adventurous woman of the time, who might dream of far-off lands and untold stories, even if she never leaves her urban environment.

"Amou Daria" as a name for a perfume conjures images of flowing, untamed rivers and the rugged beauty of Central Asia, blending the natural world's raw allure with the sophistication of French luxury. Women in the 1930s, particularly those in high society, would likely find the name both exotic and enticing, suggesting a blend of the natural and the luxurious. Wearing "Amou Daria" could make them feel as if they were part of an adventurous narrative, adding an air of mystery and sophistication to their presence.

Tornade by Revillon c1935

In 1935, when Revillon launched their perfume "Tornade," the world was deep in the throes of the Great Depression. This period was marked by severe economic hardship, mass unemployment, and widespread poverty. Despite these challenges, people sought escapism and solace through various forms of entertainment and luxury, even in small doses. Romantic love often served as a refuge, a timeless narrative that continued to captivate hearts and minds during these tough times. The era's cinema, often referred to as the Golden Age of Hollywood, frequently featured themes of romantic love, offering a blend of fantasy and hope that resonated deeply with audiences. Films such as "Top Hat" (1935) with its lighthearted romance, and "Mutiny on the Bounty" (1935), though more adventurous, still carried underlying currents of personal and emotional relationships, were reflective of this trend.

The choice of the name "Tornade" by furriers Revillon is intriguing and multifaceted. "Tornade," the French word for "tornado," evokes a sense of powerful, swirling forces, and dramatic upheaval. This name suggests a perfume that is bold, intense, and capable of leaving a strong impression—much like the natural phenomenon it is named after. For Revillon, a renowned furrier branching into luxury fragrances, "Tornade" symbolized an intense, irresistible force of nature, aligning with the high impact they likely aimed to achieve with their perfume. The name conjures images of passion, unpredictability, and a whirlwind of emotions, all of which are potent associations for a fragrance meant to captivate and enchant.

Women of the 1930s might have found the name "Tornade" particularly compelling. The era’s societal constraints were being challenged, and women were beginning to explore more liberated forms of self-expression. A perfume named "Tornade" would have appealed to the modern woman’s desire for something daring and exciting, something that stood out in stark contrast to the everyday struggles of the Depression. The perfume’s name would evoke a sense of drama and allure, qualities that women might aspire to embody or be attracted to during a time when escapism through beauty and personal care products was a form of subtle rebellion against the harshness of reality.

Detchema by Revillon c1953

Detchéma by Revillon: launched in 1953 and named for the Tibetan sorceress of joy. The perfume was specially blended by Léon Hardy at IFF to perfume furs, its component extracts included from essences from India and from Ceylon.

Revillon Perfumes

Revillon of Paris France. Revillon was originally a furrier established in 1839 by Louis-Victor Revillon. Perfumes were first introduced in 1934.

Carnet de Bal by Revillon c1937

Carnet de Bal was launched in 1937 by Revillon of Paris. It was created by Maurice Shaller.

Originally a representative for perfumery glassware, M. Schaller was invited to run Paul Poiret's perfume department. He then took a keen interest in perfume technology and later created such excellent perfumes as Revillon's Carnet de Bal.