During the seventies, a number of different lifestyles emerged : feminism, back to nature, gay movement, punk, neo-romanticism. Clothes reflected their owner's attitude in life and and his or her ideas. Often several styles were combined. As in fashion, the most important factor in fragrance was its "message". Both in the US and in France new fragrance concepts wooed a woman that was sophisticated and provocative or, at other times, softly natural and romantic. Those who did not grasp this duality met with failure. After the eaux de toilette, true fragrances designed for men made their appearance on the market : Men no longer associated fragrance with after-shave.