In the 1960s more people began to buy perfume, especially in duty free shops as they travelled. An array of perfumes were available in the 60s, from heady Madame Rochas to the lilly of the valley Diorissimo among others. The era of the 60s was filled with rapid and irrevocable change, causing a new interest in lighter, less cloying scents. For younger women and girls, Oh! De London was the fashion highlight with light, floral-spicy notes.
Helene Rochas launched Madame Rochas, the first perfume named after a living woman, in 1960. Inspired by Chanel No. 5, Madame Rochas is similar, but with a modern feel -- No. 5 was launched in 1921 -- and a base note of musk that arises in the scent after a half-hour of wear. This perfume, which was inspired by the 60s, became a very popular fragrance during that decade.
Arpege, a full-bodied floral that leans toward the floral-oriental, was created in the 1920s by Lanvin, but remained highly popular in the 60s. A classic like No. 5, although Arpege is somewhat sweeter and lasts longer. Arpege fans still wear this perfume today, as it seems to retain its lure and fascination. Described as bright, subtly woody and floral, Arpege was the rage in the 60s.
Introduced as a bath oil in 1953, during the 60s Youth Dew was introduced as an Eau de Parfum and was worn by Joan Crawford. Unlike the light fragrances of the 60s, Youth Dew had a strong long-lasting oriental aroma. With spicy top notes, a heart of rose, clove and cinnamon, and a base of amber, patchouli and vanilla, Youth Dew became very popular.
Launched by the House of Worth in 1932, Je Reviens continued to be embraced by women in the 60s who delighted in its clean, woody scent of iris with a touch of sandalwood and violet. However, it has been reformulated -- and though some consumers like it, others comment that the new version smells like unpleasant chemicals rather than the fine perfume they remember, according to Basenotes.
Diorissimo, released in 1956 by Dior, remained in demand during the 1960s. Its lilly of the valley and jasmine top notes with an animalic base of civet remained popular for a long time, becoming a classic. Like Je Reviens, Diorissimo has since been reformulated and its newer version received critically by consumers. In the 60s, however, this lilly of the valley scent prevailed among many women.