If you read this blog you will know that I am always on the hunt for pieces that resemble vintage products sold in the past. From time to time I come across a rare gem that has remained unchanged throughout many decades. Such was the case with this bottle of perfume. I wrote an earlier blog post about Coty's L'Aimant scent, where I stated that I am not yet converted to the often strong odour of vintage perfumes... except for one. The time has come to reveal the secret scent!
The smell in question is that of No. 4711's eau de cologne -- the toilet water hailing from the city of Cologne in Germany which quite naturally lends it its name. It can therefore be called the original eau de cologne, the one that led the way for future competitors, and became an icon in it's own right. Created by Italian perfumier Johann Maria Farina who opened business in 1709 in Cologne, Germany - the perfumed water was the first of its kind. The success of the innovative concoction was so great that it became a regularly ordered cosmetic, forming the toilette of many a king, nobleman or fashionable lady. Although today No. 4711 is seen as a fragrance directed at women, this was not always the case and for a long time it was used by both ladies and gentlemen.
No. 4711 cologne advert, c. 1911.
https://www.pinterest.com/pin/87538786482143204/
French advert for No. 4711 cologne, c. 1930.
https://www.pinterest.com/explore/4711-cologne/
A Polish ad for No. 4711 hair dye, featured in "Światowid" magazine, 13 June 1931, my personal collection.
A Polish ad for No. 4711 eau de cologne, featured in "Światowid" magazine, 13 June 1931, my personal collection.
Above I have included two advertisements from my personal collection of historical magazines. Both were featured in the Polish magazine "Światowid" (13 June 1931). Published in Kraków, the magazine ran from 1924 to 1939 and took on the form of a weekly chronicle which covered both domestic and international affairs. The first advert is actually for hair dye and states that the dye is made from nut extract and is able to dye hair from the lightest of blond to the blackest of black. The second advertisement is for the typical eau de cologne and it recommends to use the product in your morning bath or to rub your body with it in order to wake up the senses and feel energised. At the bottom of the advert it reminds buyers to check the patented blue-gold label and notes that the cologne is made entirely in the village of Dziedzice (located in the Silesian region of Poland) whose history extends as far back as the Middle Ages!
From the various publications one can see that No. 4711 was available all across Europe. Not only that, it was also able to retain it's status as a luxurious and one-of-a-kind perfume throughout the years. Although tastes have changed and it's name does not elicit the same joyous reaction it did a while ago, the company's headquarters, located in a six-floor building in Cologne, are regular visited by eager tourists and perfume aficionados. It's iconic bottle carries such an aura of glamour and modernity that it is no surprise that it is frequently used by set designers in film and theater. Most recently I saw it in the series Mr. Selfridge, where it occupied the majority of the famous department store's cosmetics counter.
No. 4711 cologne "Art of Living" advert, c. 1970.
http://www.vintageadbrowser.com/perfume-ads-1970s/5
Below: Stills from the television series Mr Selfridge, available on Netflix.
Exactly the same perfume is still available, both in store and online, at Boots - although not for £3.
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