Perfume can do a lot for a brand – the identity can be strengthened with a signature scent and it allows the consumer to get involved with a brand at a fraction of the usual cost.
In the 1940s Robert Piguet met perfumer Germaine Cellier, who created fragrances that coordinated with the brand’s signature elegance and glamour. The first scent to be released was Bandit in 1944. The fragrance had a heavy, dark scent and a name that conjures images of pirates and sea voyages, made for the daring women of the decade. It was released along with Piguet’s runway collection that featured women in masks, with toy guns and knives, conveying the image of the “femme fetale.” In 1948, Fracas was launched, referred to as ‘The Noir Perfume’ by Lizzie Ostrom, author of Perfume: A Century of Scents. This name pays homage to the 1940s noir temptress, portrayed best by Rita Hayworth as the terrifying seductive Gilda.
Piguet worked until his retirement in 1951. Although this signified the end of Piguet’s fashion house, his brand continued to launch fragrances right up until the 1960s. The brand is now owned by Fashion Fragrances & Cosmetics, who have made Piguet’s original scents available for purchase once again, updating them slightly with modern formulas.
All of Piguet’s scents come in the same classic bottle design, all of them black, elegant and timeless. The price also catapults Piguet’s perfumes into the higher end of the market, ranging from £135-£160 for 100ml. The combination of design and price helps to develop Piguet’s luxurious and sophisticated profile, finding itself on the same shelves as Miss Dior and Chanel N◦5.
The brand image of both Dior and Chanel has been shaped by their fragrances – Chanel N◦5 has developed into an indisputable icon over the decades, using its versatility to move on from its beginning in 1921 and adapt to the current cultural climate. Dior has released various fragrances, but Miss Dior is particularly poignant. It was launched in 1947, to symbolise hope and regeneration after the war. This was launched alongside Christian Dior’s iconic ‘New Look,’ so the Miss Dior fragrance is a very powerful symbol. It represents where Dior came from and all that it stands for, the perfect way of paying tribute to the brand’s origins in 2016.
Some other brands that have released iconic fragrances are Moschino and Viktor & Rolf. Bon Bon is a caramel scent, which comes in a bottle resembling a pink candy wrapper. This is in line with Viktor & Rolf’s abstract and artistic brand image, playing with the ideas of fantasy and femininity. Moschino’s surreal and witty character is renewed with the ironic Fresh fragrance, sold in a bottle resembling a household cleaning product.