Navy by Cover Girl c1990

Launched in 1990, Navy was introduced under the Cover Girl brand, a division of the Noxell Corporation. The fragrance was developed just after Procter & Gamble’s acquisition of Noxell in October 1989, a strategic move that allowed the consumer goods giant to broaden its beauty and fragrance portfolio. Navy quickly became one of the standout fragrances of this new phase—accessible, appealing, and memorable, especially among young women of the time. Its popularity cemented its place in the olfactory landscape of the early 1990s.

The choice of the name Navy was intentional, yet intriguingly abstract. Rather than referencing the military, it was named after the deep, dark navy blue—a color traditionally associated with dignity, depth, strength, and quiet elegance. The word navy itself derives from the Latin navis, meaning "ship," entering English through Old French. While the term is most often associated with maritime forces, in the context of this fragrance, it was more about mood and color than literal interpretation. Navy blue is a shade that evokes confidence and calm, a color of trust and classic style. It’s both understated and commanding, much like the fragrance sought to be.

Released at the dawn of a new decade, Navy entered a cultural moment shaped by transition. The 1990s opened with a sense of renewal after the high-octane glamour and consumerism of the 1980s. Fashion was softening—shoulder pads were shrinking, makeup grew more natural, and there was a return to minimalism with an undercurrent of nostalgia. It was the era of supermodels, grunge, and the rise of lifestyle branding. In perfumery, the late '80s had been dominated by power scents—bold orientals and rich chypres—while the early '90s began to embrace more accessible florals, sheer musks, clean aldehydes, and fruity florientals. Navy was in many ways a bridge between these worlds, combining the richness of a traditional floral oriental with a fresher, fruit-laced brightness that anticipated the lighter, more wearable scents to come.

Incognito by Noxell c1992

Incognito by Noxell, launched in 1992 in partnership with Cover Girl, emerged during a pivotal moment in beauty industry history. Just a few years prior, in 1989, Procter & Gamble acquired the Noxell Corporation, adding Cover Girl—and its ambitions in fragrance—to its expanding global portfolio. It was within this environment of brand reinvention and expansion that the name Incognito was filed for trademark in 1989 and granted in 1990, signaling the company’s strategic intent to carve out a bold, modern identity for its new fragrance offering.

The word Incognito stems from the Latin incognitus, meaning “unknown” or “in disguise.” The name suggests mystery, subtle allure, and the art of not being immediately seen or recognized. For a fragrance, this title evokes a sense of secret elegance—an invisible signature, a whisper of identity that one chooses when stepping outside of the spotlight. In marketing terms, it’s a name that appeals to a woman who owns her mystique, who doesn’t seek attention overtly but turns heads all the same.

The early 1990s marked the tail end of the bold, power-driven aesthetic of the 1980s and the beginning of a more minimal, introspective era in fashion and beauty. The year 1992 sat at the crossroads of high glamour and the grunge revolution. Supermodels still reigned, but streetwear, flannel, and pared-down makeup looks were on the rise. Perfumery at this time reflected a softening of the high-drama orientals and big aldehydes of the '80s; instead, fragrances began exploring fruitier, more wearable blends with transparent floral hearts and creamy, sensual bases. Incognito’s positioning as a “semi-oriental floral” perfectly embodies this shift—it combined the exotic warmth of the previous decade with a contemporary desire for lightness and wearability.