Intense Cafe by Montale Paris 2013

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Post by Greg Young.

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The house of Montale is pretty much all about wood. Especially aoud. Occasionally Pierre Montale will deign to include a stray gourmand, amber or leather note but really this Operation Iraqi Freedom house is for fans of wood. Especially aoud.

If the theory that packaging is a guide to the marketing strategy holds, then the house of Montale is also all about blokes. Especially DIYers who always have the oxy-acetylene torch or a spot welder ready to go, or those capable dads who are the first to set up the gas barbie on the weekend. At a pinch, their market may include Master Chef fans who wield a mean blowtorch in front of a quivering creme brulee.

Montale bottles are the blokeiest in the market.

If you are going to review Montale fragrances this is the time of year to do it. If you’re doing it around Easter, there is an obvious candidate: Chocolate Greedy. Fortunately, I was able to evade that cliche, but only because I don’t have any. As I write this Chocolate Greedy is almost the perfect, most succinct description of my current state. A missed opportunity to pair feast and fragrance, that’s for sure.

Photo Stolen Wikipedia

Intense Cafe by Montale Paris 2013

Intense Cafe Montale FragranticaPhoto Stolen Fragrantica

Fragrantica gives these featured accords:
Top: Floral notes
Heart: Coffee, rose
Base: Amber, vanilla, white musk

Instead I chose another of Montale’s atypical fragrances, the oriental gourmand Intense Cafe. Having had a big Easter celebration on at home, I felt that its warm vanilla would be more suitable on a pleasant autumn day than a big beefy aoud.

Intense Cafe is described by Montale as “A truly enticing fragrance. Brilliant Floral Notes reveal a surprising heart made of Delicate Rose and Sensual Coffee. This perfect duo leaves a very beautiful sillage of Vanilla, Amber and White Musk.” 

This one gets a pretty warm reception on Fragrantica, notably among men of my generation. Young ‘uns seem unimpressed, and it doesn’t seem to get much love from the ladies at all. Perhaps it’s the packaging. Consensus on Fragrantica is that rose predominates here and vanilla and coffee share a roughly equal second billing.

Intense Cafe Montale Rose PixabayPhoto Stolen Pixabay

Rose and coffee are among my favourite notes, so Intense Cafe should be right down my street, but I feel that it doesn’t really deliver in that way. It opens with the kind of warm coffee made at Starbucks, laced with vanilla flavouring and then served to coffee drinkers who don’t really like coffee. Far from Intense, this scent is like a mellow cafe au lait in a New Orleans riverside jazz cafe compared to New Haarlem’s ristretto in a New York hipster haven.

Which is not to say it’s bad, just that a luscious vanilla rushes to the fore and shoves the coffee to the sidelines, yelling “pick me, pick me”. Intense Cafe pretty quickly becomes intense vanilla, with a thorn’s-edge of rose to prick at the sweet gourmand. On this day, for this occasion, walking around in warm sweet vanilla was no bad thing.

Intense Cafe Montale Coffee Paul Wilkinson FlickrPhoto Stolen Flickr

Where Intense Cafe really does deliver is on Montale’s vanilla and amber promise. It’s 12 hours after I put this on, and I can still smell a trace of vanilla on my wrist, but a big waft of it is still there on my shirt. There are no longevity issues with this one. So even if you don’t like wood, especially aoud, Pierre Montale still has one for you.

Further reading: The Non Blonde and Ca Fleure Bon
LuckyScent has $120/50ml
Surrender To Chance has samples starting at $4.50/ml

What Montales have you tried? Does coffee sound good in a perfume to you?
Greg X

L’Heure Attendue by Henri Almeras for Jean Patou 1946

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Post by Greg Young

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When I visit op shops and second hand shops, I make a habit of scanning the place for bottles and fragrances, just in case. Mostly I find used minis of varying levels of desirability. Sometimes, very occasionally, luck can be a lot more generous. I was idly browsing through the cabinets in an antiques market a while ago. My eye was originally drawn to a large full flacon of Monsieur Rochas, which sadly turned out to only have coloured water in it. As I idly scanned the rest of the cabinet, I noticed this nestled amongst a few other nondescript empty bottles.

Attendue 2

L’Heure Attendue by Henri Almeras for Jean Patou 1946

L`Heure Attendue Jean Patou FragranticaPhoto Stolen Fragrantica

Basenotes reviewer gives these notes:
Top: Lily-of-the-valley, geranium, lilac
Heart: Ylang-ylang, jasmine, rose, opopanax
Base: Mysore sandalwood, vanilla, patchouli

L’heure attendue. The time that we’ve been waiting for. The name of this perfume celebrates the liberation of France from the Nazi occupation.

After many years of rationing and deprivation during the war years, the Parisian design houses burst forth with an exuberance that was designed to make people forget the hard times, and revel in finally having access to an abundance of pretty and beautiful things one again. Dior’s New Look of 1947 typified this trend, using swathes of previously scarce fabrics to create an ornate and romantic new fashion. The elegant amphora design of the original Miss Dior bottle also echoed a move towards the ornate from wartime-induced privation.

missdiorsmall(Photo credit http://www.dior.com/magazine/ge_de/News/Miss-Dior-Staying-In-Line)

In the same sentiment, the house of Jean Patou released L’heure Attendue in 1946. As the photos show, the bottle was highly ornate and luxurious. This formulation of L’heure Attendue is very rare, being discontinued around 1956. As you can see, the bottle is intact, with even some of the decorative tassel left, and the stopper still fits tight. The bottle’s curves and detailing show clear influences of Art Deco design, but moving slightly in Dior’s direction; the stopper bears comparison with Dior’s, but I think Dior’s amphora design uses a feminine styling that reflected Dior’s wasp-waisted models, whereas Patou’s 1946 bottle design is clearly influenced by the geometric sweeps and fine detailing of classic Art Deco designs such as the Chrysler Building.

360px-Chrysler_Building_detailPhoto Stolen WikiMedia

The box is in good shape apart from some peeling, but significant staining has occurred on the front. Shame, because it can’t be hidden if you want to display the interior of the packaging (which I do). I suppose I could always imagine that this is an antique coffee stain left by some chic French lady sipping cafe au lait on the Champs-Elysee. Like the bottle, this is very much an Art Deco design, but a lot plainer and more utilitarian. The cream, gold and royal blue of the packaging is very elegant, and complements the much more ornate bottle styling very well.

Attendue 3

Most of the perfume remains in bottle. The colour of the juice is a deep amber and still looks attractive enough, compared to the inky murk of the vintage Gilvo I wrote about a while back on APJ. The juice is consistent and there are no sediments. Without another bottle to compare to, I can’t really say if this is the colour it is supposed to look like. I suspect not, as some degradation has almost certainly occurred in the 50-60 years since this was opened.

It’s described on Fragrancenet as a floral chypre. When I sniff my bottle, I get a big, deep blast of what seems to me to be rich, white florals; I think what I am smelling are the heart notes, made richer by the sweet myrrh. It seems very old-fashioned and feminine, but there doesn’t seem to be anything there that you would find objectionable. Not being a connoisseur, it’s a bit hard for me to say.

This perfume is so extremely feminine that I’m simply not game to wear it, so I can’t tell you if the base notes are intact. I guess I will need a Melbourne-based femme to volunteer and help me write a postscript to this story.

Further reading: The Non Blonde and Perfume Shrine

Greg X

N.B. All photos by the author unless otherwise stated.

Gilvo Perfume Company: Australian History

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Post by Greg Young

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Gilvo Perfume Company

A Piece of Perfume Australiana

Gilvo Perfume Company #3 Gilvo Perfume Company #1 Gilvo Perfume Company #2This is something that I saw on eBay and was intrigued. It’s a bottle of No. 7777 Eau de Cologne, from the Gilvo Perfumery Company, who were manufacturing in Melbourne during the 1940s.
Gilvo Perfume Company #4
According to Perfume Intelligence, Gilvo launched 7777 in 1947, and both company and cologne have long since disappeared. I did find some newspaper ads for No. 7777 from late 1946, so I suspect it was on the market slightly earlier than that, in time for Christmas 1946.

Gilvo Perfume Company #5Launceston Examiner, Thursday 10 October, 1946

No. 7777 was sold in a range of sizes, including a 30 fluid ounce flacon (almost 900 mls!). My bottle looks like it is 2 fl. oz – the size is not marked anywhere.

Gilvo also sold a Cologne called Three Crown Stardust Bouquet, which appears to have preceded 7777 to market, having being on sale in 1945.

Gilvo Perfume Company #6Adelaide Advertiser, Friday 22 June, 1945

Gilvo were not only selling to women. By 1947, they were also selling an aftershave called Straight 8.

Gilvo Perfume Company #3Launceston Examiner, Saturday 15 February 1947

As early as 1940, Gilvo were selling perfume in major stores. This ad does not refer to the brands that were in use later in the decade, but to eau-de-cologne generically. There is no earlier mention of the company in the archives, so this may have been their first product launch.

Gilvo Perfume Company #7! Adelaide Advertiser, Thursday 12 December 1940

Gilvo fragrances were stocked at both Myer’s and David Jones, and featured in their 1946 Christmas promotions.

Gilvo Perfume Company #8SMH, Wednesday 20 November 1946

Gilvo Perfume Company #9The Argus, Tuesday 10 December 1946

A close-up of the DJ’s ad shows that Gilvo were keeping some pretty good company with the likes of Roger and Gallet and Bourjois and were commanding comparable prices to the imported fragrances.

Gilvo Perfume Company #10Gilvo were headquartered in the Melbourne CBD and were hiring labour during the war years. Here’s an example of the sort of job they had on offer .

Gilvo Perfume Company #11The Argus, Saturday 13 November 1943

Gilvo Perfume Company #12The Argus, Tuesday 7 November 1944.

The age limit stated may seem a little odd to us these days. I believe it was because there was a desire for single women aged 18–45 to work in wartime industries exclusively. So I guess the company was seeking to recruit from the ladies who were not required for those roles. Menfolk, of course, were expected to be in war service.

The company’s premises at 360 Little Bourke St was a tiny Art Deco building that is now called Melbourne House, next door to a pizzeria and nestled in the midst of a forest of outdoors shops such as Paddy Pallin. Not exactly perfume central these days!

Gilvo Perfume Company #13The company also had premises in a tiny laneway in North Melbourne called Howard St, as evidenced by this ad.

Gilvo Perfume Company #14The Argus, Saturday 7 September 1946

This job ad appeared around the time that No. 7777 was launched. Notably, by then Gilvo was also describing itself as an export company, suggesting that they were possibly selling perfume into overseas markets.

The perfume business was still operating in Howard St in 1950.

Gilvo Perfume Company #15The Argus, Saturday 17 June 1950

By this time though, Gilvo had started to diversify into quite a different area.

Gilvo Perfume Company #16The Argus, Saturday 21 January 1950

Something does seem to have happened in the perfume trade, because all of the job ads in later years are for roles in Gilvo’s fabric printing business, the last of them in 1955.

Gilvo Perfume Company #17The Argus (Melbourne, Vic). Saturday 25 June, 1955

This is typical of a series of job ads for printing positions from 1953 onwards, so it looks like Gilvo may have changed direction in the early ’50s, so that may be when No. 7777 was finally discontinued.

That would seem to indicate that my bottle is between 60 and 67 years old. Given that age, you can see from the photos that the bottle and box are in great condition. The packaging still has a sweet powdery smell, but the little juice that is left has turned an ugly inky-brown colour and the scent is pretty dubious, shall we say.

Gilvo Perfume Company #18

So, Gilvo were a small perfume company that operated in Melbourne and established a national brand that was able to compete in major retail stores with the imported big names for more than a decade. I guess they were the Tommi Sooni of their day! A little piece of Australia’s fragrance history.

Perfume Intelligence references

http://www.perfumeintelligence.co.uk/library/perfume/n/n3/n3p9.htm http://perfumeintelligence.co.uk/library/perfume/g/g5/g5p3.htm

Advertising references

http://trove.nla.gov.au

© Greg Young 2013