In an advertisement from the 1950s where l'eau de parfum is advertised as nouveau et magnifique, to stress its "being talked about by the French" concept, Revlon Inc, purveyor of such timeless things as Cherries in the Snow lipstick, sells the idea of Intimate. Intimate launched in 1955 and was from the beginning advertised as premium stuff.
Even in the dark...he'll know it's you.
Intimate never shouts, but oh! how it whispers.
One can almost picture the Madison Avenue ad men working on these lines with all the gusto of Don Draper's team from Mad Men.
And yet, despite the rather anachronistic (and sexist) implication that women wear perfume to appeal to men, isn't that tag line what fragrance is about? Creating an invisible mantle, I mean, marking your presence into space and into perception via an emanation that is denoting both your taste and your intentions, whatever those may be.
By the 1960s it seems like the mood of the fragrance had become less cocktail hour, long dresses and stoles with compact clutches under one's arm, and more "intimate" companion to every day occasions.
Its message also became ambivalent.
Intimate, it's really a man's fragrance said the slogan., making you imagine that it championed the sexual revolution of the 1960s and the transgression of sexual and social mores.
Until you read beneath it and discovered it prompted men to buy their girlfriends this in order to enjoy it themselves. So in essence it still made woman purchase perfume to use as a sexual predator.
Even in 1971 Revlon said "Intimate communicates". This sexy animalic chypre fragrance did communicate. A ferocious appetite for intimacy of the horizontal kind.
Intimate by Revlon also appeared in another ad form the 1960s fronting a college types couple at the library in the 1960s, which was tagged thus: "cherished as one of the world's 7 great fragrances" Makes you wonder which were the other six!
Care to guess? Please do so in the comments.
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