Imprevu by Coty c1965

In 1965, when Coty launched Imprevu, the world was amidst a vibrant cultural shift. It was a time of considerable change and exploration, both socially and artistically. The mid-1960s marked the peak of the Swinging Sixties era, characterized by a rebellious spirit, a rejection of traditional values, and an embrace of youth culture.

Around the world, significant events were shaping history. In the United States, the Civil Rights Movement was gaining momentum, with key figures like Martin Luther King Jr. leading marches and protests for racial equality. The Vietnam War was escalating, sparking anti-war demonstrations and a countercultural movement that challenged authority and the status quo. In Europe, the Swinging London scene was flourishing, with its fashion, music, and art scenes capturing global attention.

For young women, especially those targeted by Coty's marketing for Imprevu, life was undergoing profound changes. The traditional roles and expectations of women were being redefined. The rise of feminism and the sexual revolution empowered women to assert their independence, challenge societal norms, and embrace their individuality. Fashion icons like Twiggy and Brigitte Bardot epitomized the era's liberated spirit, influencing trends with their bold styles and attitudes.

Imprevu's debut represented a deliberate departure into modernity, perfectly aligned with the zeitgeist of the Swinging Sixties. Crafted by Bernard Chant, the fragrance aimed to encapsulate the essence of the contemporary woman amidst a backdrop of societal change and cultural revolution. Its very name, "Imprevu," meaning "unforeseen" in French, hinted at the unpredictability and excitement of the times.

This unveiling marked a significant milestone for Coty, breaking a twenty-five-year hiatus in major fragrance launches. The anticipation surrounding Imprevu was palpable, as it promised to usher in a new era of olfactory innovation and excitement.

The scent itself was a reflection of the era's dynamism, offering a composition that exuded freshness, sophistication, and a hint of daring. With each note carefully selected, Imprevu aimed to capture the spirit of the times, evoking images of liberated women embracing newfound freedoms and challenging societal norms.

Against the backdrop of Coty's established legacy, Imprevu's launch represented a bold step forward, signaling the brand's commitment to staying relevant in a rapidly evolving world. It embodied the spirit of the Swinging Sixties, where change was embraced, and boundaries were pushed, making it an instant sensation among those seeking a fragrance that mirrored the vibrancy of the era.

For young women, Imprevu represented more than just a perfume; it symbolized freedom, self-expression, and the thrill of embracing the unexpected. It was a product of its time, resonating with a generation eager to break free from convention and chart their own course in a rapidly changing world.

Launch:

In 1965, Pfizer made a significant investment of $2 million in advertising to launch Imprevu, embarking on an extensive promotional campaign. This included saturating radio stations with advertisements, distributing sample sachets in fashion magazines, and creating a fountain in New York's Rockefeller Center that emitted Imprevu-scented water. Industry insiders anticipated impressive first-year sales of $4.5 million, and even this estimate was considered conservative, given the overwhelming response.

Building on this momentum, Coty ushered in a new era in fragrance marketing in 1966. They introduced Imprevu with a groundbreaking approach, packaging the scent in foiled pouches containing small, folded towelettes infused with its alluring aroma. Unlike Avon's traditional in-home demonstrations with towelettes, Coty innovatively affixed these pouches directly onto magazine pages, effectively reaching millions of potential customers through print media.

This inventive method marked a departure from conventional perfume sampling practices, elevating the accessibility and visibility of fragrance advertising. By strategically attaching the scented pouches to magazine advertisements, Coty seamlessly merged the realms of fragrance and print media, creating an unprecedented sensory experience for readers.

Just a year later, Coty continued its streak of innovation by pioneering "Scratch & Sniff" technology in 1967. This revolutionary technique, developed by 3M Co., involved micro-encapsulating microscopic fragrance capsules onto paper. With a simple scratch, the scent of the perfume was released, captivating consumers with its irresistible allure.

The adoption of this technology not only broadened Coty's reach to a wider audience but also streamlined production and marketing processes, significantly reducing costs. By replacing traditional perfume-saturated towelettes and their foiled pouches with scent strips, Coty embraced efficiency without compromising on the sensory experience.

Coty boldly introduced this innovative approach to the masses through an advertisement in McCall's magazine, featuring an insert showcasing Imprevu perfume. This pioneering move solidified Coty's reputation as a trailblazer in the fragrance industry, setting the stage for future innovations and reshaping the way perfumes were marketed and experienced by consumers worldwide.

Imprevu's impact transcended the business world, leaving its mark on the music industry as well. Johnny Richards composed "Imprevu (Unexpected)" specifically for the perfume's introduction, recorded by Liza Minnelli in 1965 with an arrangement by Peter Matz. Bob Crewe added lyrics, and the song was later used by Coty for its perfume of the same name.

By the end of 1968, Imprevu had become Coty's leading fragrance, cementing its status as an industry trailblazer and solidifying its place in history.

Fragrance Composition:

Nites at a glance:

So what does it smell like? It is classified as a soft, woodsy floral leathery chypre fragrance. It begins with a fresh aldehydic top, followed by an elegant floral heart, resting on a feminine, woody, balsamic base.

• Top notes: aldehydes, violet, neroli, bitter orange, citron, jonquil, mimosa, hyacinth, and bergamot
• Middle notes: violet, wild cyclamen, narcissus, lily of the valley, orris, carnation, jasmine, ylang ylang and oriental rose
• Base notes: Mexican vanilla, Siamese benzoin, patchouli, Mysore sandalwood, leather, oakmoss, Indian musk, ambergris, cedarwood, resins and Bourbon vetiver

Scent Profile:

Close your eyes and breathe in the essence of the mid-1960s, a time of transition and transformation, where the scent of change lingers in the air like a delicate promise. Imagine yourself transported to a bustling cityscape, where women are redefining their roles and embracing newfound freedoms.

As you inhale, the fragrance of Imprevu unfolds like a symphony of soft, woodsy florals and leathery chypre notes, each ingredient weaving together to create a captivating olfactory experience.

At the forefront, the aldehydic top notes dance on your senses, reminiscent of freshly popped champagne bubbles, effervescent and exhilarating. They mingle with the delicate sweetness of violet and neroli, followed by the subtle bitterness of orange and the zesty brightness of citron. Jonquil and mimosa add a touch of floral sweetness, while hyacinth and bergamot lend a crisp, green freshness to the composition.

Moving deeper into the heart of the fragrance, you encounter an elegant floral bouquet that exudes femininity and grace. Violet and narcissus intertwine with the delicate blooms of wild cyclamen and lily of the valley, evoking images of blooming gardens in springtime. Orris and carnation lend a hint of spicy warmth, while jasmine, ylang ylang, and oriental rose add a sensual allure, like a whispered promise of romance.

As the fragrance settles on your skin, the base notes emerge, grounding the composition with their woody, balsamic richness. Mexican vanilla and Siamese benzoin infuse a sweet warmth, reminiscent of sun-kissed skin, while patchouli and Mysore sandalwood add a creamy, earthy depth. Leather and oakmoss lend a touch of sophistication and allure, evoking images of polished leather handbags and moss-covered forests. Indian musk and ambergris impart a subtle sensuality, while cedarwood, resins, and Bourbon vetiver provide a lingering, smoky finish.

In this olfactory journey through Imprevu, you not only experience the complexity and beauty of its fragrance but also catch a glimpse of the era in which it was born. A time of bold experimentation, cultural revolution, and the empowerment of women, where every scent tells a story of resilience, strength, and unapologetic femininity.

A 1965 ad reads:

"Imprevu is here the first major new fragrance from Coty in. twenty-five years. The word is out, Imprevu is fabulously contemporary."

A 1965 ad reads:

"...feeling a new fragrance by Coty. Suddenly spring is an all year thing suddenly a new feeling tingles with in you. That's what Imprevu does. The most beautiful.."

A 1965 ad reads:

"Imprevu by Coty. A New Feeling. A New Fragrance. Coty introduces its first major fragrance in 25 years, Imprevu, the unforseen, the unexpected .Young, contemporary and exciting."

Bottle:

In the realm of fragrance, presentation is paramount, and Imprevu spared no expense in crafting an unforgettable experience. The parfum was elegantly housed in a hand-cut crystal flacon, its design subtly echoing the graceful arches of Gothic architecture. This meticulous attention to detail was the result of extensive and expensive market research, ensuring that every aspect of Imprevu's presentation resonated with the discerning tastes of its clientele.

But Imprevu's allure didn't stop there. The fragrance was accompanied by a distinctive blue and white box, further enhancing its luxurious appeal. Each element of its packaging was carefully considered, from the opulent crystal flacon to the regal color scheme of the box, creating a cohesive and captivating presentation that spoke to the essence of Imprevu's sophistication and elegance.

 

In 1966, Imprevu introduced a groundbreaking spray mist cologne, encased in a sleek and modern packaging design. The fragrance was housed in a clear glass Foster-Forbes aerosol bottle, its contemporary silhouette enhanced by paneled blue and white plastic sheathing. The regal touch of a gold cap added a luxurious accent to the overall presentation.

This innovative packaging, supplied by Augusta Plastics, boasted a VCA valve and actuator, ensuring precise and controlled dispensing of the fragrance with each spray. Every detail, from the choice of materials to the functionality of the components, was carefully considered to elevate the user experience.

Fluid Chemical, a trusted name in fragrance production, was responsible for filling the aerosol bottles with the exquisite Imprevu scent, ensuring that every spray enveloped the wearer in a cloud of sophistication and allure. Together, these elements combined to create a truly unforgettable olfactory experience, capturing the essence of Imprevu's timeless elegance and modernity.

Product Line:

In the vibrant atmosphere of 1965, Imprevu captivated hearts with its fresh and frivolous romp of fragrance, embodying youthfulness and beauty like no other. 

The Imprevu Parfum epitomizes elegance and sophistication, capturing the essence of timeless allure in every drop. This luxurious fragrance is a masterful blend of exquisite notes, meticulously curated to evoke a sense of opulence and refinement.

With its rich concentration of fragrance oils, the Imprevu Parfum offers a long-lasting and immersive olfactory experience. Each spritz unveils a symphony of scents, starting with a fresh and invigorating top note that tantalizes the senses. As the fragrance settles, it reveals a heart of delicate florals, imbuing the air with an intoxicating allure. Finally, the base notes emerge, leaving a lingering trail of warmth and sensuality that captivates and entrances.

Wearing Imprevu Parfum is more than just applying a fragrance; it's a statement of sophistication, a celebration of beauty, and a testament to the timeless allure of femininity. With its exquisite blend of notes and unparalleled craftsmanship, Imprevu Parfum is truly a scent for the discerning woman who appreciates the finer things in life.

The Imprevu line offered a comprehensive range of scented delights, each crafted to envelop the senses and pamper the skin. Here's a glimpse into the other products in its exquisite lineup:

• Lotion: An opulent skin-softening lotion infused with the enchanting scent of Imprevu, leaving skin delicately perfumed and irresistibly smooth.

• Pure Spray Cologne: A refreshing burst of fragrance in a convenient spray format, perfect for on-the-go indulgence and instant allure.

• Creamy Perfume: A decadent, velvety-smooth perfume infused with Imprevu's captivating aroma, offering a luxurious sensory experience with every application.

• Body Powder: A finely milled powder delicately scented with Imprevu, designed to leave skin feeling soft, refreshed, and subtly perfumed.

• Body Powder Spray: A modern twist on traditional body powder, this spray-on formula envelops the skin in a cloud of fragrance, offering a luxurious and convenient way to indulge in Imprevu's scent.

• Talc: A classic talcum powder infused with the timeless fragrance of Imprevu, perfect for imparting a touch of luxury to your daily skincare routine.

• Soap: Luxurious bars of soap infused with the enchanting scent of Imprevu, offering a pampering cleansing experience that leaves skin delicately perfumed.

• Bath Tablets: Effervescent bath tablets infused with Imprevu's captivating fragrance, transforming your bath into a luxurious and indulgent escape.

• Cologne Concentrate: A concentrated cologne infused with the rich and alluring notes of Imprevu, offering a long-lasting and unforgettable fragrance experience.

• Parfum de Toilette: A refined and elegant fragrance that combines the luxurious notes of Imprevu with a touch of freshness, perfect for everyday wear.

• Frosted Velvet Skin Softening Lotion: A new addition to the Imprevu lineup, this scented lotion combines the velvety softness of frosted velvet with the enchanting aroma of Imprevu, leaving skin irresistibly smooth and delicately perfumed.

• Solid Perfume Compact: A compact and portable solid perfume infused with the luxurious scent of Imprevu, perfect for on-the-go touch-ups and discreet fragrance application.

• Non-Aerosol Spray: An innovative spray formula that delivers the intoxicating scent of Imprevu without the use of aerosols, offering a luxurious and eco-friendly fragrance experience.

With this luxurious array of scented treasures, Imprevu invited you to indulge in the art of fragrance and skincare, transforming everyday rituals into moments of pure indulgence and sensory delight.

For those seeking an enchanting experience, the Show-stopper hat box was a must-have. Packed with parfum, parfum de toilette, a measured mist (and refill), deluxe dusting powder, bath oil, talcum powder, and creamy skin parfum, it was a comprehensive ensemble of olfactory delights priced at $35.00.

For a more convenient option, the Flacon mist with dusting powder provided a luxurious misting experience paired with dusting powder, priced at $4.75. The Spray mist and dusting powder set offered another elegant option at $6.00, while the Deluxe dusting powder and measured mist combo, priced at $9.00, ensured a perfectly coordinated fragrance experience.

In 1968, Imprevu continued to captivate with its luxurious offerings:

• Bath Oil (3 oz.): $5.00
• Dusting Powder (8 oz.): $4.00
• Parfum (0.25 oz.): $7.50
• Parfum (0.5 oz.): $15.00
• Parfum (1 oz.): $25.00

Whether indulging in a scented bath, dusting on luxurious powder, or dabbing on exquisite parfum, Imprevu promised an unforgettable sensory journey, leaving an indelible mark on the senses and the soul.

 

Fate of the Fragrance:

Despite its discontinuation in 1990, Imprevu's legacy continues to endure through the availability of old stock found readily online. This enduring popularity speaks to the timeless appeal and enduring allure of this iconic fragrance. For those seeking a nostalgic journey or a chance to experience a piece of olfactory history, discovering vintage bottles of Imprevu offers a rare and cherished opportunity. With each spritz, these remnants of the past transport users to a bygone era, evoking memories of elegance, sophistication, and timeless beauty.