Chicote by Bourjois, launched in 1934, was marketed as "the modern man's perfume" and was described as a fragrance designed for gentlemen. The name "Chicote" carries with it a strong connection to a figure of high distinction in the world of cocktail culture: Pedro Chicote Serrano, the famed bartender and mixologist of mid-century Spain.
Chicote is a Spanish word. It primarily refers to a type of whip or lash, typically used for driving or controlling animals. In a broader sense, it can also be used to describe something that is sharp or striking in nature. Chicote is pronounced "shee-koh-teh," with emphasis on the first syllable. The name itself is a nod to Pedro Chicote's iconic status—his bar, Bar Chicote, became the haunt of Spain’s young and affluent clientele, and he became a household name in the world of bartending. As a self-promoter, Chicote was known not just for his impeccable bartending skills but also for his flair in creating a brand, even adding a museum to his bar and founding the Asociación de Barmans Españoles (ABE) in 1964. Naming the fragrance after him was a clever marketing move, aimed at capturing the essence of modern sophistication, class, and masculinity that Chicote personified.
The word "Chicote," though immediately associated with a man of refinement and the world of cocktails, carries a dynamic energy, evoking images of a well-dressed gentleman confidently entering a bustling bar, the clinking of glasses and the refined scent of cologne accompanying him. It speaks of elegance, modernity, and the allure of nightlife—an era of men who took pride in their appearance and style, and who were keen to make an impression in the world of social gatherings. Chicote suggests a masculine yet delicate fragrance that combines strength with a subtle, refined sensuality, much like the bartenders of the time who exuded charisma and sophistication while preparing cocktails with expert precision.
