The launch of Tweed by Lentheric in 1933 coincided with a transformative period in social norms and women's roles. The early 1930s marked an era when women were increasingly breaking traditional stereotypes by participating in outdoor sports and leisure activities that were previously considered predominantly male domains. This cultural shift reflected a broader movement towards female empowerment and independence.
Naming a perfume "Tweed" during this time was a strategic choice for Lentheric. Tweed fabric itself symbolizes durability, ruggedness, and a connection to outdoor pursuits like hunting and horseback riding, which were gaining popularity among women. By associating the perfume with tweed, Lentheric captured the essence of these outdoor activities while adding an element of sophistication and elegance.
The name "Tweed" also resonated with the evolving perceptions of femininity in the early 20th century. It represented a blend of adventurous spirit with refined taste, appealing to women who sought fragrances that mirrored their newfound freedom and active lifestyles. This alignment with outdoor sports and leisure further positioned Tweed as a scent that embodied both strength and grace, catering to women embracing unconventional roles and activities.
The export of Tweed under the name "Risque Tout" to Europe, Central, and South America underscored Lentheric's strategic approach to adapt to local markets while maintaining the essence of the brand. "Risque Tout," translating to "risk it all," suggested a daring and adventurous spirit, aligning perfectly with the perfume's association with outdoor sports and the evolving attitudes towards femininity globally.
In summary, launching Tweed by Lentheric in 1933 was not only timely but also reflective of broader societal changes. The perfume's name and concept tapped into the growing trend of women participating in outdoor activities, offering them a fragrance that celebrated both their strength and elegance during a transformative era in history.
