On the Wind by Bourjois c1956

Launched in 1956, On the Wind by Bourjois was part of a trio of summer colognes, including Frosty Mist and Spice 'N Ice. The name On the Wind conjures a poetic sense of freedom, lightness, and motion. It evokes images of a soft summer breeze carrying the fresh scent of flowers and distant shores. The phrase suggests a fleeting yet invigorating experience, something intangible yet deeply refreshing—qualities perfectly suited for a summer cologne. It embodies the idea of escaping the heat, embracing nature, and finding respite in something ethereal and delicate.

The mid-1950s, when On the Wind was introduced, marked the height of postwar optimism and prosperity. Known as the era of the "New Look" in fashion, popularized by Christian Dior in 1947, women were embracing feminine silhouettes characterized by cinched waists, voluminous skirts, and soft, elegant fabrics. Trends of the time reflected a return to luxury, leisure, and glamour after years of austerity during World War II. There was a palpable sense of hope, exploration, and modernity, with society leaning into travel, outdoor leisure, and the burgeoning middle-class lifestyle. Summer vacations, picnics, and weekends at the beach became integral to postwar life, providing the perfect context for lightweight and refreshing seasonal fragrances like On the Wind.

French Lace by Bourjois c1951

French Lace by Bourjois, launched in 1951, evokes an air of timeless elegance, femininity, and delicate sophistication. The name "French Lace" immediately conjures images of refinement, luxury, and intricate craftsmanship, much like the lace itself—one of France’s most celebrated textile arts. French lace has long been synonymous with beauty and prestige, originating from renowned lace-making regions such as Chantilly, Alençon, Normandy, Valenciennes, and Calais. These styles, known for their exquisite patterns, airy delicacy, and painstaking handwork, were prized by royalty and haute couture designers alike. The choice of this name for a fragrance suggests a scent that is delicate yet sensual, refined yet captivating, much like the fabric it references.

The early 1950s was a period of post-war renewal, known as the era of "The New Look," a term coined by Christian Dior in 1947. Fashion had moved away from the austerity of the war years, embracing ultra-feminine silhouettes with nipped-in waists, voluminous skirts, and luxurious fabrics, including lace. Women were returning to elegance and sophistication, and lace became a symbol of grace, romance, and refinement. A perfume named "French Lace" would have resonated deeply with women of this time, conjuring images of delicate lingerie, couture gowns, and Parisian glamour. It was a name that suggested not just beauty, but a certain intimacy—lace being a fabric that adorned a woman's most treasured garments, from wedding veils to fine lingerie.