Cacharel Loulou: fragrance review

When Cacharel Loulou first came out in 1987, there was a wonderful TV ad set to the romantic Pavane, Opus 50 by Gabriel Fauré and veiled in the mysterious bluish tones of the print ad. It featured a slip of a girl in a classic 20’s bob haircut dressed in a dark stretch dress (so Parisian at the time, very Azzedine Alaia!), swaying hurriedly through space on what seemed a film set, and when a voice called out “Loulou”, she turned to us –the viewers- replying “Oui, c’est moi” (i.e.yes, that’s me). It transported the Cacharel-trademark hazy contours and grainy shots of photographer Sarah Moon to the next level: a Lolitesque seduction. It has haunted me ever since...

The inspiration of Loulou by Cacharel: Loulou was meant to evoke the great film actress Louise Brooks and her Lulu role in the silent 1928 Pabst film Pandora’s Box (tamer than its title would hint at, but not by much considering). Louise Brooks has captured the imagination of discerning cinephiles ever since. Her trademark haircut (that actually recalls Cleopatra herself) has inspired many women and men alike. In fact Guido Crepax, the Italian sketch artist of “Valentina”, fashioned his notorious heroine of a vivid imagination and lush posterior attributes on her. The comic book had been turned into a RAI miniseries back in the late 80’s starring Demetra Hampton. The erotic TV-series was heavy in cultural referencing; indeed one episode was called ..."Lulu", reprising the Brooks character.

Loulou the Cacharel fragrance is almost forgotten today, although slightly less than those episodes, although it hasn’t been discontinued. In an age that pushes celebrity scents to an apotheosis, the natural urge of the perfume fanatic would be to turn to niche scents and/or classics from the distant past. Indeed this has been the case with many, as current literature on the subject indicates. That leaves many lovely perfumes of a more recent crop to the shade. Pity if you think about it. I had used the perfume for a while back, enjoying the wink in the eye it provided, the naiveté, the pure élan. It was perfection for those times!

The formula was composed by perfumer Jean Guichard, who is also responsible for Obsession (another 80’s hit), Eden (another forgotten Cacharel), and Deci Dela ( the delectable light chypre by Nina Ricci). Loulou bears the mark of the decade’s excess : lush and rich, it would seem completely out of place up until ten years ago when gourmands entered the scene. Somewhere between floral and oriental and with a similar feel to both Oscar de la Renta and Poison, Cacharel Loulou can also be viewed as a distant cousin of Guerlain's L’Heure Bleue. The sweet and a little melancholic heliotrope plus anise ties them together. The Cacharel fragrance opens on the characteristic note of cassis, a synthetically recreated berry base, quite sweet. This may become overwhelming on some, but the assistance of bergamot and aniseed manage to soften the blow of the top notes. Violet, mace and plum add their smooth nuances along with an armful of ylang-ylang, jasmine, marigold and a smidgen of tiare (that tropical flower of Tahiti), although one would be hard pressed to locate any of those individually, except for heliotrope perhaps which has a soft almondy scent, imparting a powdery aura along with the earthy orris: The feeling is almost retro, much like the whole ambience of the scent is after all. The fragrance lasts and lasts on the skin, suffused with musks and woods, with the insistence of tonka bean, a hay-like vanillic seed of a West African tree.

The bottle of Loulou looks best in the parfum or splash version (as depicted in the ad): a turquoise polygonal opaline that continues the house’s love affair with opaline (later to be reprised in green for Eden) topped with a dark red pointy stopper and garlanded with a burgundy red tassel : the contrast of colours is daring and unique, the concept vaguely inspired by Poison according to Michael Edwards. The Eau de parfum sprayer is sadly not as pretty.
To me Loulou will always remain the smell to match the young girl that had first caught my eye in the TV ads and myself back then : insouciant , oblivious to her own seductiveness. A wonderful fragrance, if rather sweet for everyday.



The commercial still produces a sigh of delightful and wistful reminiscence in me, like a dog who is sighing, her paws tucked in and her ears down at the completion of a tender, sad patting as if to part forever.

Photo of Demetra Hampton as Valentina via facebook. Loulou ad via Parfum de Pub. Louis Brooks in Pandora's Box via seraphicpress.com

When Perfume and Art Nostalgically Mix

One of the most nostalgic perfume commercials I always remember with a pang of melancholy in my heart is the one for Cacharel's fragrance Loulou from 1988. Inspired as it was (along with the perfume itself) by Louise Brooks and her ethereal, yet also devilish character in Pabst's Pandora's Box and the cryptic message of a knowing wink beneath a heavy dark fringe it produced a soft spot for every aspiring coquette aged very, very young-ish. The scent caressed every nook and cranny with its voluptuous yet somehow innocent, powdery sweet aura: the seduction of a creature this side of Lilith. And it didn't help that the haunting melody echoed in my ears for years as one of the most touching elegies I have heard to the colour blue in all its literal and figurative permutations...
My joy on finding it (even in its Italian version), after all these years thanks to the wonders of technology, has revealed that its pearly veneer hasn't lost its lustre in my mind and it still produces a sigh of delightful and wistful reminiscence in me, like a dog who is sighing, her paws tucked in and her ears down at the completion of a tender, sad patting as if to part forever.



And here is the divine soundtrack to the above commercial in its full glory: "Pavane, Opus 50" in F-sharp minor by Gabriel Fauré, set to images of impressionistic paintings by Monet.



Do you have a perfume that produces such synaesthetic responses in you? I'd be interested to hear.

Loulou clip originally uploaded by Shescom on Youtube. Pavane clip uploaded by andrewgrummanJC on Youtube.

Perfume advertising 4: discrepancies? (multimedia clips)

Exploring the avenues of perfume advertising, especially in commercials to be viewed on TV, one shapes a particular assumption of how something would smell, coaxed by the imagery and setting of the commercial. Often there is some discrepancy witnessed between what is expected and the actual olfactory experience. Especially so when there are famous faces or egeries involved fronting the perfume.

On a nostalgic trip down memory line, Soir de Paris in a very old commercial, from 1958 to be exact, shows us the rapport between jus and image that existed initially. Soir de Paris by Bourjois is known as Evening in Paris in Anglophone cultures and the olfactory profile is a very refined aldehydic floral that has a touch of the Parisian melancholy and sense of glamour. In its vintage form it stood as a very elegant and lovely representation of everything that joyful Paris evoked in the imagination of countless American women, especially after having seen the classic film "An American in Paris".
Today, the Vermont Country Store is touting its stock of original Soir de Paris and everyone may have a slice of that glorious imagery of French women preparing for a Parisian outing in their strapless gowns and dainty high-heels. Watch the clip clicking here

Those days are over however. Very soon the visual aspect of a commercial went on to a completely different independent track, often creating images that do not correspond to the olfactory response of uncorking a perfume. Case in point is the following commercial for Poison from the mid 80s , when this perfume grenade initially launched to be the object of derision, huge sales and eventually legend. In the commercial a lady dressed in tailored clothes in the purple hues of the perfume’s bottle is sitting head tilted romantically, drapes being drawn as if to signify a new start, a revelation or a concealmentWatch the clip clicking here
Suffice to say that the bombastic juice that lurks inside that insidious purple bottle is radically different to what one might think watching those visuals. A potent, venomous elixir of sexual emancipation and witch-like power, it manages to make lovers and haters and nothing in between. Sadly this is hard to find today in a world in which the visual has become significantly more aggressive, while the olfactory has become astoundingly tamer. Contrast the above with the recent black panther commercial for Christian Dior Pure Poison and smell the respective jus and you will know what I mean.

Romantic images however do have a power on their own, corresponding or not to the perfume’s aroma. Such a romantic commercial is one of my personal favourites from the early 90s (around 1990-1992) for LouLou by Cacharel. I have already elaborated on what makes LouLou the perfume so evocative for me, but the advertising has played a major part in this as well, being inspired by Louise Brooks and her Lulu role in Pabst's film. The bluish tones of the film, paired with the insouciance of the young girl who talks to the camera is endearing and makes us view the perfume under the lens of an insouciant, unaffected girlish seduction. Which is not far off the mark of the perfume’s intent.
Watch the clip clicking here

The following commercial for Champs Elysees by Guerlain however is again in contrast to the jus inside. Shot in black and white on the eponymous Parisian street with gorgeous Sophie Marceau as the protagonist who exits a car stopping abruptly taking with her a bouquet of roses and a sac voyage to march off angrily and then self-awardingly on the famous street, it is too cinephile and hinting at a background story.
The effect is greatly augmented because it features one of the songs that would best illustrate an insinuating and dark perfume: Glory B0x by Portishead. The music is so suggestive that it would be great underscoring trully dark, biting frags such as Poivre by Caron or Ambre Sultan by Lutens. The tagline of “life is best when you write the script by yourself” is meant to evoke exactly a cinematic reference and independence. However the jus of Champs Elysees is oblivious to such scheming and trails off in candied blackcurrant buds and mimosas tumbling out of its sunny coloured bottle. Too tame by half...Watch the clip clicking here

To finish this exploration of the correspondence between visual image and perfume composition, two last examples. One is of a commercial capturing the essence of the perfume, that of Sicily by Giuseppe Tornatore featuring the beautiful, expressive as a weeping widow Monica Belluci, an uber-woman if there ever was one. A perfume that is indeed quiet, but not undistinctive; cosy, old fashioned in its way, soapy like the white linen of a neorealistic film’s heroine. It did not manage to be a best-seller, but the connection between what seems to be a very Mediterranean concept and its scent is masterfully accomplishedWatch the clip clicking here

And then there is the aggressive luxe of a baroque mansion in which strides stripping all the while the statuesque Charlize Theron for Dior’s J’adore. Although the presentation and imagery is one of opulence, J’adore is no more than a nicely put floral with violet, orchid and rose and scattered fruity touches on top. Certainly not the super exclusive thing alluded to. But a brand of a reputation for luxury and with a couture show to support had to go to extravagant lengths to cement the opulent touch in our minds. And Charlize’s commercial was indeed very successful in that regard. Because who wouldn’t want to emulate her? Watch the clip clicking here

Next post will be really funny, guaranteed!