The 1950’s marked a turning point in the history of perfume. At the time of the Cold War the focus turned to the United States and life suddenly changed with consumption being in the forefront.
Sex symbols from across the Atlantic, blue jeans and rock ‘n’ roll, teenagers, housewives and men all living the dream. Ready-to-wear fashion became commonplace, and fragrance was more accessible.
The Eau de Toilette started to appear going against the more traditional perfumes and appealing more to men in softer, fresher compositions.
The ritual of shaving was accompanied by men proudly applying their Eau Sauvage by Dior or Monsieur by Givenchy.