Laughter by Yardley c1975

The mid-1970s was a vibrant and dynamic period marked by cultural shifts and a sense of liberation. The era saw a significant rise in the popularity of disco music, characterized by its upbeat, danceable rhythms and the exuberant atmosphere of nightclubs. Fashion was bold and expressive, with people embracing colorful, eclectic styles that celebrated individuality and freedom. The world was also experiencing economic changes, with many enjoying the fruits of post-war prosperity, allowing for greater indulgence in luxury items, including perfumes.

Yardley chose the name "Laughter" for their 1975 fragrance to encapsulate the essence of this carefree and joyous time. The name "Laughter" evokes the sound of pure, unbridled joy and happiness, resonating with the spirit of the era. It suggests a perfume that is light-hearted, vibrant, and effervescent, capturing the mood of people who were embracing a more relaxed and playful lifestyle.

"Laughter" is an appropriate name for a perfume because it conveys a sense of joy and positivity. Perfume is often used to enhance one's mood and evoke certain emotions, and a fragrance named "Laughter" would aim to bring a smile to the wearer's face and those around them. It implies a scent that is uplifting and cheerful, perfect for social gatherings, parties, or any occasion where one wants to feel happy and carefree.

The target audience for a perfume called "Laughter" in the 1970s would likely have been young adults and those young at heart, who were embracing the new social freedoms of the time. These individuals would have been drawn to the idea of a fragrance that represents fun, spontaneity, and enjoyment of life. They would respond to this perfume with a sense of delight and anticipation, eager to capture the essence of a time filled with laughter and good times.

The word "Laughter" evokes images of joyous moments shared with friends, the sound of giggles and chuckles at a lively gathering, and the carefree abandon of dancing the night away at a disco. It brings to mind the warmth of sunny days, the light-heartedness of playful banter, and the simple pleasures of life that bring happiness. The feelings associated with "Laughter" include joy, warmth, and a sense of community, reflecting the positive and upbeat nature of the mid-1970s.

Sea Jade by Yardley c1960

Sea Jade by Yardley: launched in 1960.

Yardley's line, called Sea Jade, was comprised of sixteen items, six of which were imported from England. Some of the colognes were housed in figural bottles such as a seahorse or mermaid. Sea Jade's packaging was a turquoise blue emblazoned with a silvery seahorse motif.

Lace by Yardley c1982

Lace by Yardley: launched in 1982. Created by Dominique Ropion.

You're The Fire by Yardley c1973

You’re the Fire by Yardley: launched in 1973. Yardley claimed that it was the first perfume that works like incense. Like incense it takes heat to release its full flame of fragrance. Heat, like the warmth of skin to light it, ignite it, turn it on. 

With tag lines such as these: “The heat of your body releases the scent.” and “Natural body heat releases the all-consuming fire of this bright, scintillating scent.” who couldn’t resist the call of this smoldering-incense infused perfume.

Bond Street by Yardley c1917

Bond Street was created in 1917 by Yardley. It was a popular scent even into the 1950s-1960s.

Khadine by Yardley c1968

Khadine was launched in 1968 by Yardley where it continued to be a hit. It was re-launched in 1972 in association with Old Bond Street Corp.