Launched in 1973, VSP (Very Special Perfume) by Jovan was a bold statement in the world of affordable luxury. The name itself, Very Special Perfume, was an intentional choice—designed to evoke exclusivity, quality, and a touch of indulgence. At a time when high-end European fragrances such as Chanel No. 5, Joy, Shalimar, Bal à Versailles, and L’Air du Temps set the gold standard for fine perfumery, Jovan sought to create a scent that could stand alongside these icons while remaining accessible to a wider audience. By offering VSP at a fraction of the price of traditional luxury perfumes, Jovan appealed to women who desired sophistication and elegance without the extravagant cost.
The early 1970s was a dynamic period of change in fashion, culture, and perfumery. This era, sometimes referred to as the Me Decade, was marked by both a growing emphasis on personal expression and a shift away from the rigid societal expectations of the past. Women were embracing newfound independence, both in their personal and professional lives, and the idea of accessible luxury resonated deeply. In fashion, fluid, feminine silhouettes coexisted with the bold, exaggerated styles of disco, while natural fabrics and bohemian influences reflected a love for freedom and self-expression. Perfume trends mirrored this diversity—while fresh, green scents like Estée Lauder’s Aliage and citrusy chypres like Diorella were emerging, opulent florals and warm, powdery compositions remained in high demand.
