Coty's "Informal Fragrance," launched in 1939, was essentially another term for their Eau de Toilette, emphasizing its lighter and more casual nature compared to the more concentrated Eau de Parfum.
Advertised as a fresh and delightful option for everyday use, this product was available in many of Coty's popular scents such as Paris, Emeraude, Chypre, L'Aimant, Lilas Pourpre, and L'Origan.
The marketing highlighted its casual elegance, likening it to the freshness of a cool summer evening and promoting its use for keeping crisp and exquisite all summer long.
The innovative packaging, including a sky-blue bottle encased in cellophane and the introduction of atomizers, made it convenient and appealing.
Coty emphasized the rich, lasting quality of these fragrances, yet priced them affordably to encourage lavish use.
A 1939 ad reads:
"Coty reveals a bottle of "Paris' "informal fragrance" with its sky blue encased in a cellophane box, a set of blue satin pillows In their own box."
A 1940 ad reads:
"Let Coty Eau De Toilette be your Informal Fragrance. to keep you crisp and exquisite all summer long in Paris, Emeraude, Chypre, L'Aimant , Lilas Pourpre or L'Origan"
A 1940 ad reads:
"INFORMAL FRAGRANCE. COTY TOILET WATER WITH ATOMIZER. complete 125. Casual and informal a scented toilet water as delightful as a cool late summer evening."
A 1941 ad reads:
"Coty's Informal Fragrance. Fresh Toilet Water. With Now Atomizer. Double size Informal Fragrance wilh atomizer $2."
A 1941 ad reads:
"Informal fragrance. TOILET WATER. L'Aimant "The Magnet" a sparkling perfume now inspires a Toilet Water that is specially rich and lasting.
A 1941 ad reads:
" Informal fragrance. Coty Toilet Waters are exquisite rounded lasting. Yet these Informal Fragrances are priced so that you can use them lavishly."
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