During the Fifties, fragrance lost its exclusive image.
The first eaux de toilette for men made their appearance.
The first American perfume was born.
Chewing gum, blue jeans and rock'n roll : Europe looked longingly towards America, and its sex symbols. It was the beginning of the Cold War. The appearance of automated household appliances changed everyday life for millions of women. Ready-to-wear and bridge brands were slowly replacing mass-produced garments. Fragrances too were becoming more accessible : their tonalities, which were more mainstream and easier to understand, appealed to a wider audience. The Fifties saw the emergence of masculine eaux de toilette. Lavender and vetiver, discreetly elegant, were still linked to the grooming routine. The American influence continued to be very much alive ! Estee Lauder launched her first fragrance.
1
James Dean and Mercedes Mccambridge in a scene from the film "Giant."
2
Advertisement by Grua. Diorissimo, Dior. 1956.
3
Advertisement. Monsieur de Givenchy, Givenchy. 1959.
