Favourite fragrances? We have a few. And we bet you do too. Which makes it all the more incredible that 60 years ago, women often owned just one perfume, which they didn't buy themselves, but instead received as a gift from a loved one.
Setting us on the path to perfume enlightenment was Estée Lauder, who in 1953 had the bold idea to market her new fragrance, Youth-Dew, as a body oil that doubled as a perfume, providing women with the 'permission' to not only buy fragrance, but use it lavishly.
The original ad for Youth-Dew
Mrs. Lauder's marketing techniques ran even further. When she couldn't get the ideal space to display Youth-Dew in a department store, she once 'accidentally-on-purpose' dropped a bottle on the selling floor. The wafting scent soon brought women from all over the store asking where they could buy the fragrance. By the end of the afternoon, Mrs. Lauder had her preferred space and location in the store.
Her clever hooks worked. Sixty years on and Youth-Dew is still the brand's best-selling fragrance. Originally created by her uncle for a Russian princess, Mrs. Lauder reworked the scent into the iconic perfume it is today. Fresh, clean and with more than a hint of Oriental warmth, Youth-Dew still smells modern and sexy, even after all these years. Happy birthday to you, Youth-Dew! Here's to the sweet smell of success...
Youth-Dew ads from the Estée Lauder archive
The new Youth-Dew 60th Anniversary Limited Edition Bottle (pictured top), £45 will be on sale at Estée Lauder counters nationwide and online at esteelauder.co.uk from March.
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