Elgin American Beauty Compacts, Cigarette Cases & Lighters c1951 Advertisement

Elgin American Beauty Compacts, cigarette cases and lighters shown in an advertisement in a from a 1951 General American Co. catalog.

Master Merchandise Corp

Master Merchandise Corp., based in New York, was a fragrance distribution brand that operated during the 1950s. Their business model revolved around creating knockoffs of popular fragrances, cleverly naming their products after well-known plays, songs, or movies of the era. This approach not only captured the zeitgeist of the time but also allowed them to capitalize on the widespread recognition of these cultural references. Despite this strategic marketing, Master Merchandise Corp. was a short-lived enterprise, quickly fading from the competitive fragrance market.

The company was associated with several brand names, each with its own unique history and connection to the fragrance industry. Codell, Inc. and Miss Codell were two such brands, likely developed to appeal to different segments of the market. The former may have been positioned as a general brand, while the latter perhaps targeted a more feminine audience, reflecting the gendered marketing strategies common in that era.

Another affiliated brand was Vivian Parfums Inc., which originally started as a brand under Vivaudou, a company known for its perfumes and cosmetics in the early 20th century. The acquisition or rebranding of Vivian Parfums by Master Merchandise Corp. indicates a strategic attempt to leverage an established name in the industry, although it’s unclear how successful this endeavor was.

Lastly, Peggy Page was another brand linked to Master Merchandise Corp. This brand originally belonged to Klinker Manufacturing Co., having been established in 1926. The revival or repurposing of Peggy Page under Master Merchandise Corp. suggests a desire to bring back a recognizable name from a previous era, possibly to evoke a sense of nostalgia or reliability among consumers.

While Master Merchandise Corp.’s time in the fragrance industry was brief, their approach to branding and marketing reflects the mid-20th century's broader trends of capitalizing on popular culture and the evolving landscape of fragrance distribution.

Murasaki by Shiseido c1980

Murasaki by Shiseido: launched in 1980. Created by Jean-Claude Astier.

The name translates to "purple" which is reflected in the bottle design which features purple accents. The name also refers to Lady Shikibu Murasaki, the Chinese royal court figure of the 11th century who penned the love story "Tale of Ghenj".

Vers le Jour by Worth c1924

Vers le Jour by Worth: (Towards Dawn) launched in 1924, in USA by 1925. Created by Maurice Blanchet.

Farouche by Nina Ricci c1973

Farouche by Nina Ricci:  launched in 1973. Created by Michel Hy, it was composed of over 100 ingredients with the property of unfolding its full effect on contact with skin, creating a fragrance unique to its wearer.

Jet by Corday c1924

Jet by Corday: launched in 1924. Originally named "Jet Parfume" from 1924 until around 1929.

Fairy Tale of Tsar Saltan by Novaya Zarya c1949

"Fairy Tale of Tsar Saltan" by Novaya Zarya, launched around 1949, is a fragrance released in honor of the 150th anniversary of the birth of Alexander Pushkin, the renowned Russian poet and author.

 Alongside "Fairy Tale of Tsar Saltan," Novaya Zarya also released two other perfumes: "Queen of Spades" and "The Tale of the Fisherman and the Fish." These fragrances likely draw inspiration from the classic works of Pushkin, capturing the essence of his literary masterpieces in olfactory form. 

"Fairy Tale of Tsar Saltan" in particular may evoke the magical and whimsical elements of Pushkin's famous fairy tale, offering wearers a sensory journey into the world of Russian folklore and literature. The inclusion of such fragrances in Novaya Zarya's collection showcases the brand's commitment to celebrating Russian culture and heritage through the art of perfumery.

Новая Заря: СКАЗКА О ЦАРЕ САЛТАНЕ

Poeme by Lancome c1995

Poéme by Lancôme: launched in 1995. Created by Jacques Cavallier.

Diorissimo by Christian Dior c1956

Diorissimo by Christian Dior: created by Edmond Roudnitska and launched in 1956.

MW de Messire c1972

MW de Messire: launched in 1972 in association with Jean d'Albret/Orlane. In USA in 1973.  It was created for the young career orientated, active women who were tired of the more flowery perfumes.

The MW stands for "Modern Woman", however, a blurb in a newspaper article mentioned that "MW" stands for "whatever you want it to be" and that the fragrance was unisex. "The first modern and vigorous fragrance created for women in a line for men."