Launched in 1970 but trademarked as early as 1964, Evasion by Bourjois encapsulated a spirit of escapism, liberation, and fresh femininity. The name "Evasion" (pronounced ay-vah-zhon in French) directly translates to "escape" or "evasion" in English, suggesting a break from the mundane, a flight of fancy, or a retreat to a dreamlike world. It evokes images of freedom—perhaps a spontaneous trip to a sun-drenched seaside, a stroll through a serene forest, or even a journey into the inner world of imagination. By choosing this name, Bourjois offered women not just a perfume but a sensory journey, a fragrant passport to serenity and sophistication.
The word Evasion conveys movement, lightness, and an air of mystery. It suggests a longing for escape, whether physical or emotional, and conjures feelings of liberation and self-discovery. This imagery resonates with vibrant green landscapes, airy skies, or a peaceful retreat far from life's pressures. The name also carries an air of modernity and independence, a perfect match for the ethos of women embracing new roles and opportunities during the late 1960s and early 1970s.
The early 1970s marked the end of the Swinging Sixties and the beginning of a new cultural chapter. Women’s liberation movements were gaining traction, and society was shifting toward greater individual freedom and self-expression. Fashion trends reflected these changes, with the structured elegance of the 1960s giving way to more relaxed, bohemian styles. Maxi dresses, bell-bottoms, and natural fabrics became staples, alongside bold, experimental designs that mirrored societal shifts. Perfumes, too, were evolving to reflect this duality of free-spirited modernity and timeless femininity.
