Life, 1924-12-04 · page 57 of 72
Life — December 4, 1924 — page 57: what you’re looking at
What you’re looking at
This is a **perfume advertisement**, not political satire. The page presents "Coty," a luxury fragrance brand, showcasing their line of original perfume compositions. Each scent is paired with an ornamental logo and poetic description linking the fragrance to idealized female personality types. The copywriting employs flowery, pseudo-psychological language to match perfumes to women's temperaments—from "L'Organ" for "delicate sophistication" to "Ambreine" for women of "vivid intensity." The descriptions reveal early 20th-century gender stereotypes: women are categorized as demure, coquettish, mysterious, volatile, or romantic. The decorative Art Deco styling and classical references (Greek goddesses, dream gardens) position Coty as an upscale, cultured product for affluent women. This is essentially aspirational marketing using personality psychology to sell fragrance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
PRESENTS HIS ORIGINAL PERFUME COMPOSITIONS EACH CREATED TO EMPHASIZE A LOVELY PERSONALITY L’ORIGAN-Radiatingthecom- pelling allure of women o delicate sophistication and exquisite elegance, perfect in poise and graciously imperious. ROSE JACQUEMINOT—Tanta- lizing, alluring—distilling in fragrance the spell of delicious coquetry and playful mischief. Litas BLANC—Breathing the charm of pale blonde women, sensitive, unapproachable, with unstirred fires beneath the snow. Lias PouRPRE—Thiill of life and mad, sweet gayety— for the joyous temperament — with dancing feet and laugh- ing mouth. AMBREINE~A touch of the bizarre—a hint of the bar- baric—accenting the wo- man of vivid intensity. L’Or—Preciousness of gold ever alluring—inspiring fra- gtance of the golden blonde, of sunset hair and clear eyes. Ir1s—Melancholy, minor mu- sic,—voicing for the idealistic temperament, the unattain- able beauty of its illusions, its undying dreams. “PARIS” —Entrancing, beguiling —giving fragrant expression to the woman of gay audacity and provoking contrasts, ever- challenging. AMBRE ANTIQUE—For women of intriguing aloofness— ex- pressing the imperishable fas- cination of the unattainable, VIOLETTE—Sweet hidden trea- sures — breathing the indescrib- able charm of the shy, sensi- tive child-woman—exquisitely tender and fragile. OEILLET—Translating in ever fresh perfumesthe woman of infinite complexity and many, changing personalities. HELIOTROPE —Sweetness of old fashioned gardens— es- sence of women of gentle soft- ness and lasting sentiment. CYCLAMEN—Vivid threads of fleeting moods in the grey web of life—expressing women of volatile, changefal nature. L'EFFLEURT—Dream gardens— breath of a hundred blossoms under the sun of summer—in- tensifying the charm of fair flower women. the allure of exotic tempera- ments of swift moods and lim- itless diversity. CuyPRE—Mystery of the east— disturbing, strange—accenting JASMIN—Pale flower of romance — enchanting perfume of the elusive woman, of intangible, wistful charm. Styx—Irresstible fragrance of the unknown—subtle expression of the enigmatic personality, serene, tranquil, of incomprehen- sible depths. MUuGUET—Exquisite scent of Lilies of the Valley—magic of youth and spring—for the slender debutante, lovely in her delicate freshness. VIOLETTE PoURPRE—Fire and dew — fragrance of elf women, fugitive, uncaught, half pagan, wholly alluring. JACINTHE—Scent of hya- cinths, recalling the classic goddesses of Greece-for wo- men, divinely tall and fair. EMERAUDE— Mystery of the Emerald in perfume—ever new — differing subtly for each woman —loveliest when mingled with the warmth of flesh. comicbooks.com