The launch of Essence Rare in 1928 marked an intriguing era in the world of perfumery. This period, known as the Roaring Twenties or the Jazz Age, was a time of significant cultural shifts, artistic experimentation, and social liberation.
In the aftermath of World War I, there was a palpable sense of euphoria and newfound freedom. This atmosphere of liberation influenced various aspects of society, including fashion, music, and, of course, fragrance.
Perfume became more than just a pleasant scent; it became a symbol of luxury, sophistication, and individual expression. Chanel No. 5, introduced by Gabrielle "Coco" Chanel in 1921, had already revolutionized the fragrance industry with its bold use of aldehydes and modern, abstract composition.
Houbigant's decision to launch Essence Rare as a competitor to Chanel No. 5 reflects the intense competition and innovation within the perfume market during this time. Aldehydic fragrances, characterized by their effervescent, sparkling quality, were particularly popular, embodying the spirit of the era with their glamorous and extravagant allure.
Paul Schving, the Roure-Bertrand chemist credited with creating Essence Rare, likely drew inspiration from the zeitgeist of the 1920s, blending traditional floral notes with the cutting-edge use of aldehydes to craft a fragrance that captured the essence of the era.
Overall, the launch of Essence Rare in 1928 occurred within a vibrant and dynamic period in history, characterized by rapid societal change, artistic innovation, and fierce competition in the world of perfumery.
