Mais Oui by Bourjois, launched in 1939, carried an intriguing and bold name that encapsulated the spirit of the era. The French phrase "Mais Oui" literally translates to "But Yes" in English. Pronounced "meh wee", it evokes a sense of confident affirmation, a playful and slightly teasing response, reflecting a certain lighthearted, yet assertive, charm. The phrase was widely used in France and beyond as an exclamation of enthusiastic agreement or approval, often imbued with a sense of elegance and wit. By naming their fragrance Mais Oui, Bourjois captured an essence of exuberance and femininity, aligning the perfume with a sense of modernity, sophistication, and a welcoming, yet irresistible energy. For women of the time, the name would have conveyed an image of carefree confidence, a statement of enjoyment and approval, an invitation to embrace the possibilities of life—both playful and seductive.
The scent itself, crafted by perfumer Constantin Mikhailovich "Kot" Weriguine, reflected this sense of assuredness and allure. Classified as a floral aldehydic perfume, Mais Oui shared similarities with the iconic Chanel No. 5, yet with a weightier, more sensual edge. Its aldehydic composition, which was a prominent trend during the 1930s, offered a modern, almost industrial cleanliness, lending a cool and sophisticated texture to the floral notes. However, Mais Oui distinguished itself through the use of Synarome's Animalis base, a blend of natural musk, civet, costus, and castoreum—ingredients known for their animalic, musky qualities. This animalic fixative provided a rich, warm undertone that contrasted with the cooler aldehydic top notes, creating a more sensuous and complex scent. It suggested an underlying depth, a richness that evoked both elegance and intimacy.
