Books We Love Insider Blog: Vintage Perfumes: The Fragrances That Defined Each Decade by Connie Vines

Nothing can transport you back in time like a fragrance. They say that your sense of smell is the most powerful and evocative sense, and it’s true: Emeraude reminds me of my mother, Quorum my husband, and Halston Z-14 reminds me of my teens and guys who bathed in a cologne—rather than indulging in a spritz or two.

“A woman who doesn’t wear perfume has no future.” – Coco Chanel

This may have been a dramatic overstatement, however, when I was in the business of selling perfume, quotes such as these, gave women confidence when she entered a room! And Chanel No. 5 is one of the most popular fragrances of all time, a bottle of it is sold every 30 seconds (this includes me J, too).

Coco Chanel also stated that women should wear perfume wherever they hoped to be kissed. Wise words indeed – please note that this does not mean ‘layered’ in perfume, as perfume counter girls armed with spray bottles will advise you. No one should be able to smell your perfume unless they’re that little bit closer than is polite, then it should be something delicious and intoxicating.

Whilst researching which perfumes were popular over the decades I was surprised how many of these I’ve actually owned. Over the years, I’ve tried Anais Anais, Shalimar, Opium, Poison, Red, and Patou 1000 before I finally settled on Chanel No. 5. Of course, I selected one of the most expensive perfumes on the market, but I guess there is a good reason why it’s been a bestseller since it was launched in 1921!

Vintage Perfumes: The Fragrances that Defined Each Decade

It’s surprising how many of these perfumes are still best sellers even now, but then why would they go out of fashion?

Popular Perfumes in the 1920s.

Chanel No. 5, launched in 1921, was an immediate success even though it was the preserve of the rich at this time. Famously worn by Marilyn Monroe, the square bottle design was rumored to been inspired by the design of a whiskey decanter.

Guerlain’s Shalimar launched first in 1925. It is one of the most popular fragrances of all time and was said to be inspired by Mumtaz Mahal, the women for whom the Taj Mahal was built. The perfume was named after the Gardens of Shalimar in Lahore, Pakistan, which were also built for her.

Popular Perfumes in the 1930s.

Tabu by Dana Fragrances which were popular in the 1930s included Tabu by Dana (a sexy evening perfume), which was launched in 1932 and Je Reviens by House of Worth, both of which remain available today.

In 1934 Elizabeth Arden developed Blue Grass.

Perhaps the most notable perfume of the 1930s was Joy by Jean Patou, voted Scent of the 20th Century at the Fragrance Foundation FiFi awards in 2000. It was created in 1929 (the year of the Wall Street Crash) and even though it was marketed as ‘the world’s most expensive perfume’, it was a huge hit. It is also considered to be one of the greatest floral fragrances of all time.

Popular Perfumes in the 1940s.

L'Air du Temps by Nina Ricci (in a pretty glass bottle with a bottle stopper fashioned as two doves). After the war lighter and fresher perfumes became more popular, one of which was the still-popular Miss Dior by Christian Dior in 1947

Popular Perfumes in the 1950s.

Femme de Rochas was a rich, sultry perfume aimed at the femme fatale created in 1944.

Arpege by Lanvin is a floral romantic perfume, created in 1927, but became particularly popular during the 1950s.

Max Factor’s Hypnotique and Primitif (as advertised by Jean Patchett above) were popular and an affordable perfume for the masses compared to the fragrances by the big fashion houses.

Soir de Paris by Bourjois was a popular fragrance amongst teenagers during the 1950s. It was discontinued in 1969, but relaunched in 1992

Popular Perfumes in the 1960s.

Oh! de London by Tuvache, YSL Rive Gauche was a popular 1960s scent

Hubert de Givenchy created L’Interdit for Audrey Hepburn and she wore the perfume for many years before it was released to the public in 1957. She featured in the adverts for L’Interdit throughout the 1960s.

Tuvache’s Oh! de London is a bright sparkling scent which perfectly captured the mood of the swinging sixties.

Guerlain introduced the heady oriental scent Chamade in 1969.

Popular Perfumes in the 1970s.

Charlie by Revlon and Diorella by Christian Dior, a perfume for the independent woman who has everything, were both very popular.

Opium by Yves Saint Laurent, launched in 1977, and was a heady, rich oriental evening perfume.

Christian Dior released the classic perfume Diorella, which combines citrus and musky notes.

Anais Anais by Cacharel, launched in 1978 and was an immediate hit (my brother gave this to me as a Christmas Gift).

Did I list one of your favorite perfumes?

Or, perhaps a fragrance you’ve never dared to try?