Houbigant's Eau Florale Concentree c1937

Houbigant's Eau Florale Concentree was introduced in 1937. It was an extra concentrated toilet water, probably eau de parfum type strength. The scents were: Honeysuckle, Lemon Verbena, Quelques Fleurs, Gardenia, Sweet Pea, Magnolia. Wistaria, Quelques Violettes, Ideal, Presence, Cyclamen

Hearsts Internation, 1937:

"Eau Florale Concentree, the new version of perfume, is the first thing you put on after your bath — an exquisite underthing that clothes you in ... Priced for liberal daily use, yet available in the most prized Houbigant odeurs: CONCENTREE."

The New Yorker, 1938:

"EAU FLORALE CONCENTREE is a lovely new fashion in perfuming that you can easily afford. For Houbigant now presents its finest odeurs in this new version of perfume . . . for lavish, all-over-body use ... at ONE DOLLAR."

Hearsts International, 1938:

"Eau Florale -Concentree to be Applied Directly to the skin! You pat it on. Effective your bath, before you dress, and clothe yourself in subtle fragrance. It is light enough for lavish use from tip to toe, lingering enough to last from dawn to dark!"

Drug and Cosmetic Industry, 1940:

"Houbigant adds to the increasing interest in romantic florals this year with a true-to-the-flower reproduction of Wistaria in Eau Florale Concentree. This is a light, exquisite fragrance."