Styx by Coty c1912

In 1912, the period surrounding the launch of Styx by Coty was one of burgeoning elegance and sophistication, characterized by the opulent ambiance of the Edwardian era. This was a time when society was captivated by the grandeur of luxury liners like the Titanic, embodying the epitome of glamour and refinement. The fashion of the time exuded grace and extravagance, with women draped in flowing gowns adorned with lace and pearls, while men donned impeccably tailored suits and polished top hats. Amidst this backdrop of burgeoning modernity and burgeoning social change, Coty unveiled Styx, a fragrance that encapsulated the essence of the era with its timeless blend of allure and sophistication.

"Let Styx be your perfume. It's dark and disturbing, pagan in its name."

The saga of the fragrance Styx unfolds through a captivating and unconventional journey. Originally introduced by Coty in 1912, it made its mark as a timeless classic. Its allure endured over the decades, passing through different hands—Coty-Pfizer in 1963, followed by Rallet/Pfizer in 1971—each transition adding a layer to its rich history. Despite its enduring popularity, Styx eventually met its end, discontinued in 1978, leaving behind a legacy that continues to evoke nostalgia for its unique blend of mystique and allure.

COTY ERA:

In 1912, Coty debuted Styx, drawing inspiration from the legendary river Styx in classical Greek mythology. Encased in a flacon crafted by the esteemed designer René Lalique, this fragrance was a masterpiece of its time. Marketed as "The Fragrance of subtle, mysterious, haunting personalities," Styx captivated the senses with its enigmatic charm, embodying a captivating allure that echoed the depths of ancient myth and the refined elegance of the Edwardian era."

Original Fragrance Composition:

Notes at a glance:

So what does it smell like? It is classified as a chypre fragrance for women with woody-mossy-leafy notes and quite beautiful in its composition. It was directly inspired by Jicky by Guerlain from 1889.

• Top notes: thyme, lavender, geranium, almond, bergamot, carnation, ylang ylang, galbanum 
• Heart notes: nutmeg, coriander, basil, orris, incense, violet, tuberose, jasmine, rose, pepper cinnamon
• Base notes: tonka bean, resins, vetiver, civet, myrrh, ambergris, patchouli, Mysore sandalwood, Mexican vanilla, Siamese benzoin, woods, Indian musk and oakmoss 

Scent Profile:

Close your eyes and transport yourself to the refined parlors of the Edwardian era, where the air is redolent with the opulence of a bygone era. As you uncork the bottle of Styx, a symphony of fragrant notes dances delicately in the air, each one telling a story of its own.

First, the lively burst of bergamot awakens your senses, like a sunbeam filtering through a lace curtain. It is swiftly joined by the spicy warmth of carnation, mingling with the sweet floral whispers of ylang ylang, evoking the delicate femininity of the era. Galbanum adds a touch of verdant freshness, reminiscent of lush Edwardian gardens in full bloom.

As the fragrance settles, a luxurious bouquet unfolds. Orris lends a powdery softness, akin to the fine silk of a lady's gown, while incense weaves a smoky veil of intrigue, transporting you to the dimly lit chambers of a grand manor. Violet adds a whisper of romance, its ethereal scent lingering like a stolen glance exchanged in a ballroom filled with swirling skirts.

Finally, the base notes envelop you in a warm embrace, like a sumptuous velvet cloak. Ambergris and patchouli lend an earthy depth, while Mysore sandalwood and Mexican vanilla infuse the air with a rich sweetness, conjuring images of exotic treasures brought from distant lands. Siamese benzoin adds a resinous warmth, mingling with the scent of aged woods and Indian musk, while oakmoss adds a final flourish of green elegance, tying the composition together with an air of timeless sophistication.

In every inhalation, Styx reveals another layer of its exquisite composition, a tribute to the refined tastes and romantic sensibilities of the Edwardian era.

Quite Personal Perfumes:

In the glamorous decades of the 1920s and 1930s, perfume advertising took on a new dimension, intertwining scent with notions of beauty and personality. Perfume companies crafted intricate narratives suggesting that a woman's choice of fragrance could enhance her natural allure, aligning with her complexion and hair color.

For the radiant blondes, fragrances like Paris, L'Aimant, L'Effleurt, La Rose Jacqueminot, and L'Or were recommended. These light, ethereal scents were believed to complement the fair complexion and luminous charm of blonde-haired beauties.

Brunettes, on the other hand, were encouraged to embrace the rich and alluring notes of perfumes such as L'Aimant, L'Origan, Emeraude, Chypre, Ambréine, Fougeraie au Crépuscule, and Styx. These heady Oriental and chypre fragrances were thought to harmonize effortlessly with the darker allure of brunettes, adding depth and mystery to their persona.

For the fiery-haired redheads, a selection of scents including Emeraude, Paris, L'Origan, L'Ambre Antique, Iris, and Cyclamen was recommended. These fragrances, with their warm and spicy undertones, were believed to resonate with the vibrant energy and distinctive charm of red-haired women, enhancing their natural magnetism.

In this era of glamour and sophistication, perfume became more than just a scent—it became a reflection of a woman's identity, an accessory to her beauty, and a symbol of her individuality.

In a world where personality and mood were celebrated, some perfumers veered away from traditional beauty stereotypes, instead recommending scents based on a woman's inner essence and emotional resonance. These innovative marketing techniques resonated deeply, leading to a surge in perfume sales, often driven by those seeking gifts or uncertain about their fragrance choices.

For the woman exuding sunny joy and boundless optimism, fragrances like L'Effleurt, Muguet, and Violette were recommended. These delicate and cheerful scents captured the essence of a carefree spirit basking in the warmth of life's pleasures.

The dreamy and elusive woman found her olfactory match in Jasmine de Corse, La Jacinthe, and Lilas Blanc. These ethereal fragrances, with their enchanting floral notes, mirrored the romanticism and whimsy of her nature.

Exotic souls sought solace in fragrances like Chypre, Violette Pourpre, and Ambre Antique, which transported them to far-off lands with their intoxicating and mysterious aromas.

For those shrouded in enigma and allure, Ambre Antique, Styx, and Cyclamen were the scents of choice. Their intriguing and seductive compositions spoke to the depths of their mysterious souls, leaving an indelible impression wherever they went.

And for the epitome of sophistication and brilliance, fragrances like Emeraude, Paris, and L'Origan were the crowning jewels. These luxurious and refined scents adorned the woman of discerning taste, enhancing her elegance and charm with every spritz.

In this era of fragrance exploration, women embraced perfumes as a means of self-expression, choosing scents that resonated with their innermost selves, regardless of societal expectations or conventional beauty norms.

Product Line:

Styx, in its original glory, graced the market in a variety of forms, each imbued with its unique allure and essence:

• Parfum (Extrait): This concentrated form offered the purest expression of Styx's enchanting aroma, a lavish indulgence for those seeking an enduring olfactory experience.

• Eau de Toilette: A lighter rendition of the fragrance, perfect for daily wear, enveloping the wearer in a subtle veil of allure that lingered delicately throughout the day.

• Cologne: Infused with the essence of Styx, the cologne version provided a refreshing and invigorating burst of fragrance, ideal for a quick pick-me-up or a revitalizing splash.

• Poudre Au Styx (Face Powder): Beyond the realm of scent, Styx extended its allure into the realm of beauty with Poudre Au Styx, a luxurious face powder. Infused with the essence of Styx, it bestowed upon the wearer not just a captivating fragrance but also a touch of elegance and refinement.

• Powder Sachet: Delicately scented sachets filled with Styx-infused powder offered a touch of luxury to drawers, closets, and linens, infusing the surrounding space with the timeless aroma of Styx.

In each of these forms, Styx captivated the senses and adorned the wearer with its alluring charm, ensuring that its presence was felt in every aspect of daily life, from personal grooming to home ambiance.

The Early Coty Bottles:

Carnette Guêpes Flacon:

The first flacon used for Styx was a masterpiece crafted by the renowned glass artist René Lalique, adding an exquisite touch to the allure of the fragrance. Known as the "Carnette Guêpes" (collar of wasps), this bottle bore Lalique's signature elegance and attention to detail.

Imagine a vertical oblong pillar, adorned with eight raised lines, standing as a testament to Lalique's artistry. At the top, a sculpted frosted glass collar captured the imagination, featuring four intricately arranged wasps at right angles to each other, their delicate forms adding a touch of whimsy to the design. The stopper, tinted with a sepia patina, crowned the bottle with understated sophistication, while the narrow mouth, nestled at the center of the collar, awaited the release of the fragrance within.

This iconic design, originally created by Lalique for his personal use, found its perfect match in Styx, becoming the vessel through which the fragrance's enchanting aroma was shared with the world. With an embossed gold paper label adorning its slender frame, the Lalique bottle of Styx stood as a symbol of luxury and refinement.

Documented meticulously in Felix Marcilhac's esteemed work, "R. Lalique: Catalogue Raisonne de L'Oeuvre de Verre," this bottle, catalogued under reference "Coty 6," remains a prized possession among collectors, immortalized on page 927 of the revered tome.

Even after Lalique's editions ceased production in 1919, the legacy of the "Carnette Guêpes" endured. Coty, recognizing the timeless appeal of the design, continued its use, reproducing it at his own glassworks in France. Witnessed in advertisements as late as 1923, the Lalique-inspired bottle remained synonymous with the essence of Styx, a testament to its enduring allure and timeless elegance.

Briar Stopper Flacon:

Rene Lalique's visionary design, born in 1911, became an emblem of luxury and refinement, eventually finding its way into the esteemed catalog of Coty's own glassworks after 1920. This iconic flacon, crafted from clear glass, exuded a timeless elegance, standing tall with a square base that commanded attention.

At its apex, a frosted glass stopper, adorned with Lalique's distinctive "briar" motif, added a touch of artistry to the design, elevating it from mere vessel to objet d'art. Originally intended to cradle Eau de Toilettes, the design later expanded to include various sizes, catering to the discerning tastes of Coty's clientele.

Among these sizes, the "Petite Modele" emerged as a miniature marvel in 1936, standing at a dainty 2.5 inches tall and holding 0.27 ounces of precious fragrance. This diminutive version captured the essence of Styx in a compact form, perfect for moments of indulgence on the go.

Throughout the 1920s, each flacon was lovingly hand-cut in the Parisian ateliers of Coty, a testament to the brand's dedication to craftsmanship and quality. Inside the meticulously crafted boxes, a gentle reminder awaited the fortunate owners, urging them to handle these exquisite crystal flacons with care, lest the corners meet an untimely fate.

In an array of sizes ranging from the petite 0.13-ounce miniature to the stately 8.75-inch masterpiece, each Styx flacon held the promise of luxury and elegance, inviting the wearer to embark on a sensory journey through the enchanting world of fragrance.

Sizes:

• 0.13 oz bottle stands 2" tall (miniature)
• 0.27 oz bottle stands 2.5" tall (miniature)- Petite Modele
• 0.60 oz bottle stands 3" tall  
• 4" tall
• 1.70 oz bottle stands 4.25" tall  
• 5" tall
• 3 oz bottle stands 5.25" tall  
• 5.5" tall
• 6" tall
• 6.25" tall
• 6.5" tall
• 8.75" tall

Lilas Pourpre Flacon:

The "Lilas Pourpre" flacon, a creation of the esteemed Rene Lalique, made its debut in 1911 as the elegant vessel for Coty's Lilas Pourpre perfume. This exquisite bottle boasted a distinctive arched shape, adorned with sloping shoulders that exuded grace and sophistication.

At its crown, a frosted glass stopper, embellished with a molded stepped or scale design, added a touch of artistry to the design, capturing the essence of Lalique's timeless aesthetic. Originally conceived for Lilas Pourpre, this iconic flacon soon became synonymous with Coty's prestigious line of perfumes throughout the 1910s and 1930s.

Following Lalique's exquisite craftsmanship, most bottles made after 1920 were produced at Coty's own glassworks in Pantin, ensuring the continuation of the brand's legacy of quality and excellence. These flacons were paired with presentation cases meticulously crafted at Coty's boxing factory in Neuilly, further enhancing the allure of the perfume within.

Available in a variety of sizes, including the petite 0.35-ounce version standing at 1.75 inches tall, the "Lilas Pourpre" flacon offered a glimpse into the world of luxury and refinement, inviting fragrance enthusiasts to indulge in the timeless elegance of Coty's perfumes.

Banded Bottles with Frosted Stoppers:

The elegant bottles, introduced around 1925, epitomized the exquisite craftsmanship of Coty's own glassworks in France. Featuring an embossed band along the upper part and a frosted glass stopper adorned with molded flowers and ridge details, these vessels exuded an aura of timeless beauty and sophistication.

Despite being mistakenly attributed to Lalique and Baccarat, these bottles were unique creations exclusive to Coty, absent from the catalogs of both renowned glassmakers. Produced in various sizes, including 1/4 oz, 1/2 oz, and 1 oz, these parfum bottles graced dressing tables with their understated elegance until their discontinuation in 1932, with the 1/4 oz size following suit in 1934.

Standing at 2.25 inches tall for the 1/4 oz size, 2.75 inches for the 1/2 oz size, and 3.75 inches for the 1 oz size, these bottles offered a compact yet luxurious means of indulging in Coty's exquisite fragrances.

For those seeking grandeur, larger sizes were available, standing at 6 inches, 7.25 inches, and 8 inches tall, perfect for adorning the boudoir with their regal presence. These larger bottles held Eau de Toilette and were also utilized for other iconic Coty perfumes, including Eau de Coty, L'Origan, Chypre, Paris, La Rose Jacqueminot, and L'Aimant.

From the petite parfum sizes to the majestic boudoir editions, each bottle was a testament to Coty's dedication to luxury and refinement, inviting wearers to immerse themselves in the enchanting world of fragrance with every delicate spritz.

Bottles stand:

• 2.25" tall - 1/4 oz
• 2.75" tall - 1/2 oz
• 3.75" tall - 1 oz
• 3 oz bottle.

Metal Case Parfum Bottles:

In the realm of portable luxury, Coty unveiled a delightful offering around 1928: a charming purse-size bottle set, a true epitome of elegance and practicality. Housed in your choice of a crackle finished or platinum-tone nickel hinged metal case, this ensemble was designed to accompany the discerning woman on her travels with style.

The centerpiece of this set was the exquisite banded bottle, featuring an embossed band along the upper part and adorned with a frosted glass stopper delicately molded with flowers and ridge details. Standing at 2 3/4 inches tall, the bottle exuded sophistication in every detail.

Crafted by Philip A. Reutter and manufactured by the esteemed Scoville Manufacturing Co., these containers were a marvel of ingenuity and craftsmanship. The meticulous attention to detail ensured that each set was a testament to Coty's commitment to quality and luxury.

However, like all good things, these purse-size bottle sets were discontinued in 1933, leaving behind a legacy of timeless elegance and practical glamour. Yet, their brief tenure on dressing tables and in handbags served as a reminder of Coty's dedication to providing luxury experiences that transcended mere fragrance.

Eau de Cologne Flacons: 

The timeless elegance of Coty's rectangular bottle for eau de cologne evokes an era of sophistication and refinement. Standing tall at 4 5/8 inches, its slender silhouette is accentuated by a graceful long neck, culminating in a plain faceted stopper that adds a touch of understated charm.

Housed in a simple yet elegant cardboard box measuring 5 inches by 2 7/8 inches by 1 3/4 inches, the packaging reflects Coty's commitment to classic design and timeless appeal. In cream and gray tones, the box serves as a fitting complement to the timeless beauty of the bottle within.

Beyond its role as a vessel for eau de cologne, this classic rectangular bottle found itself employed for other Coty fragrances during the glamorous 1920s, serving as a versatile and enduring symbol of the brand's dedication to quality and elegance.

Cathedral Flacon for Parfum:

In 1930, Gimbel's department store purported an exclusive claim to the "Cathedral" bottle, a design ostensibly crafted solely for them to showcase a range of Coty's esteemed extracts, including L'Aimant, Emeraude, Styx, L'Origan, La Jacee, Chypre, Muguet, L'Or, L'Effleurt, Lilas, La Rose Jacqueminot, and Paris. However, further investigation revealed similar claims from other retailers like LS Ayres, each asserting ownership of this purportedly unique vessel.

Contrary to these assertions, the "Cathedral" bottle was not a bespoke creation for any single store; rather, it was a special edition bottle available across multiple retailers. This modernistic design, available in 1 oz and 1 2/3 oz sizes, featured a distinctive slope-shouldered silhouette that exuded an air of contemporary sophistication.

Initially adorned with a glass stopper, the "Cathedral" bottle underwent a transformation in 1934, transitioning to a more practical plastic screw cap. This adaptation allowed for greater convenience while maintaining the bottle's striking aesthetic.

Moreover, the Cathedral's versatile design found new applications beyond fragrance, with its slope-shouldered shape being repurposed for other products within the Coty line, notably in the "Neptune Green" line of packaging, which included bath salts and other indulgent delights. This enduring design, with its blend of modernity and functionality, cemented its place as a timeless icon in the world of fragrance and luxury.

Neptune Green Packaging:

In 1935, Coty unveiled a captivating new packaging concept dubbed "Neptune Green," a nod to the mythical allure of the sea. This innovative design adorned boxes, talc and bath salts containers, and dusting powder canisters with a serene seafoam green hue, reminiscent of ocean depths. Delicate air bubbles and whimsical starfish motifs danced across the packaging, evoking the enchanting beauty of an undersea world.

Representing a selection of Coty's most beloved scents, including Styx, L'Aimant, Emeraude, L'Origan, Paris, and Chypre, the Neptune Green line offered a sensory journey to the depths of the ocean. Each fragrance was accompanied by a range of indulgent products, including toilet water, bath salts, dusting powder, and talcum, ensuring that every aspect of the beauty ritual was infused with the magic of the sea.

The bottles, crafted from satin glass molded with delicate bubbles, echoed the ethereal quality of the Neptune Green packaging, further immersing the wearer in the enchanting world of Coty's fragrances. With its blend of sophistication and whimsy, the Neptune Green line captured the imagination and sparked a sense of wonder, inviting fragrance enthusiasts to dive into a world of timeless elegance and sensory delight.

Yellow Mimosa Print Packaging:

In 1935, Coty introduced a series of limited edition ensembles showcasing their floral parfums adorned with charming mimosa prints set against vibrant yellow backgrounds. This collection, originally called "Yellow Mimosa," may have been renamed "Autumn Leaves" in 1936.

Included in this captivating lineup were fragrances such as Muguet, Oeillet France, La Rose Jacqueminot, Ambre Antique, Lilas Pourpre, and Violette Pourpre, each encapsulating the essence of nature's beauty in a bottle.

As the collection gained popularity, Coty expanded the range to include additional perfumes like Emeraude, Iris, L'Aimant, and L'Origan, ensuring that every fragrance enthusiast could experience the enchanting allure of "Feuilles d'Automne."

In 1936, Coty introduced "Feuilles d'Automne" or "Autumn Leaves," a new standard presentation for all their perfumes that exuded the warmth and vibrancy of the fall season. This updated packaging featured flat crystal bottles topped with green and gold plastic stoppers, elegantly complemented by boxes adorned with exquisite "autumn leaves" motifs in shades of red, blue, and gold. The powders received a similar treatment, housed in boxes adorned with the same charming design, creating a cohesive and visually striking presentation across the entire Coty product line.

Reste Jaune, 1936:

"All the other Coty perfumes benefit from a new standard presentation: flat crystal bottle, green and gold plastic stopper, box decorated with "autumn leaves", red, blue and gold. The powders are also presented in a new box decorated with "autumn leaves."

Obelisque Flacon:

The elegant "Obelisque" flacon, introduced in 1935, epitomized the refined aesthetic of Coty's fragrance offerings. Standing tall and slender, this distinctive bottle featured a flat, square frosted glass stopper adorned with stylized foliate motifs, each corner proudly bearing the name "COTY" molded into the glass.

Available in a selection of Coty's most cherished fragrances, including Styx, Paris, Chypre, Emeraude, L'Aimant, and L'Origan, the "Obelisque" flacon added a touch of sophistication to any dressing table.

For those seeking a more petite indulgence, a miniature version of the "Obelisque" flacon was also available, holding a charming 0.34 ounces of fragrance. This smaller iteration featured the same scale motif stopper as the Lilas Pourpre and Louvre packaging styles, offering a delightful miniature counterpart to its larger counterpart.

With its timeless design and luxurious appeal, the "Obelisque" flacon captured the essence of Coty's commitment to elegance and refinement, inviting fragrance enthusiasts to experience the artistry and allure of Coty's finest fragrances.

Informal Fragrance Bottles:

Coty's foray into informal fragrances marked a departure from traditional scents, offering a more relaxed and approachable olfactory experience. Available in a range of popular Coty scents, the informal fragrances, crisp, light eau de toilettes, captured the essence of Coty's classic odors in a contemporary format, catering to the evolving tastes and lifestyles of modern consumers. Packaged in glass bottles reminiscent of the elegant designs of the 1930s, these informal fragrances embraced a modern aesthetic while retaining the timeless charm of Coty's heritage. 

Each bottle was equipped with a plastic atomizer head and a braided cotton wick, providing a convenient and effortless way to enjoy the refreshing burst of fragrance. When they were introduced during World War II, restrictions on various materials, including metals, prompted adaptations in packaging designs across industries, including fragrance. In response to these limitations, Coty may have opted for plastic atomizer heads instead of metal for their informal fragrances.

Plastic offered several advantages during wartime, including being lightweight, durable, and less resource-intensive compared to metal. Additionally, plastic could be molded into intricate shapes, providing flexibility in design while still maintaining functionality. By utilizing plastic atomizer heads, Coty was able to navigate wartime restrictions without compromising on the quality or usability of their products. This adaptation not only ensured the continued availability of Coty's fragrances but also showcased the brand's ability to innovate and adapt to changing circumstances during times of scarcity.

With their sleek glass bottles and convenient atomizer heads, Coty's informal fragrances offered a delightful olfactory experience that was both accessible and chic, embodying the spirit of casual elegance that defined the era.

Fate of the Fragrance:

Styx, the iconic fragrance that enchanted generations, experienced a hiatus during the tumult of World War II, only to reemerge in 1951 alongside its counterpart, La Rose Jacqueminot. This revival brought forth a new era for Styx, characterized by a fresh presentation that honored its timeless essence.

The new bottle, a familiar vessel used for various Coty fragrances, was adorned with either a gilded, white, or black Lucite cap, adding a touch of modern sophistication to the beloved scent. While other bottles housed Styx during its absence, none could quite capture the ethereal charm of the exquisite antique Lalique bottles that once graced dressing tables with their timeless elegance.

For the Styx Parfum, Coty retained the tall glass bottle with the frosted glass briar stopper, a design reminiscent of Lalique's masterpieces but manufactured by Coty's own glassworks. This Parfum was available in an array of sizes, catering to every preference and occasion:

• 0.06 oz Parfum
• 0.13 oz Parfum (miniature)
• 0.27 oz Parfum (miniature bottle measuring 2.25 inches tall)
• 1 oz Parfum
• 1.7 oz Parfum
• 0.60 oz (bottle measuring 2.75 inches tall)

The Eau de Toilette, housed in the same elegant bottles, featured a Lucite screw cap, offering a contemporary twist on a classic presentation. Available in various sizes, the Eau de Toilette allowed Styx enthusiasts to experience the fragrance in a lighter and more refreshing form:

• 1 oz EDT
• 2 oz EDT
• 3.1 oz EDT

With its triumphant return in 1951, Styx reclaimed its place on the sales counters, captivating hearts once again with its timeless allure and enduring charm.

Parfum de Toilette:

The Parfum de Toilette, akin to today's eau de parfum, was presented in glass bottles that were also utilized for various other Coty fragrances. These bottles were adorned with a distinctive golden plastic screw cap, reminiscent of an abstract crown, adding a regal touch to the packaging.

Each bottle bore the hallmark of Coty's commitment to quality, with some boxes featuring the inscription "Compounded in USA," highlighting the fragrance's origin and craftsmanship.

Available in a generous 2.5 oz size, the Parfum de Toilette offered fragrance enthusiasts a luxurious and long-lasting olfactory experience, enveloping the wearer in the enchanting aroma of Styx with every application.

By 1966, the illustrious journey of Styx by Coty came to a close, marking the end of an era for this iconic fragrance. After captivating hearts and senses for decades with its alluring aroma and timeless charm, Styx bid farewell to the sales counters, leaving behind a legacy that would be fondly remembered by fragrance enthusiasts around the world. Though no longer available, the memory of Styx lives on in the hearts and minds of those who were enchanted by its ethereal allure, serving as a testament to its enduring impact on the world of perfumery.

COTY-PFIZER/RALLET-PFIZER ERA:

The acquisition of Coty Inc. by pharmaceutical giant Pfizer in 1963 marked a significant shift in the company's operations and distribution strategy. With the sale came a stipulation from Yvonne Alexandrine Coty that no member of the Coty family would be involved in the company, signaling a new chapter in Coty's history.

Under Pfizer's ownership, Coty underwent changes in its distribution channels, shifting from department stores to drugstores as the primary outlets for its perfumes. This change reflected Pfizer's strategic direction for the brand and its efforts to reach a wider consumer base.

During this period, the name "Rallet" may have appeared on Coty's boxes or bottles. This was because Rallet, a company previously acquired by Coty in 1926, was also under Pfizer's umbrella after the acquisition. As a result, Rallet became a Pfizer brand alongside Coty.

Styx, like many Coty fragrances, experienced discontinuation during this transitional period. However, in 1971, Coty reintroduced Styx with new packaging designed to resonate with a younger audience, reflecting the brand's efforts to adapt to evolving consumer preferences and appeal to a new generation of fragrance enthusiasts.

In 1971, Coty's Rallet Division, under Pfizer, Inc., New York, introduced the Spell-Spinning Spray as the inaugural product of the "seven potions" of the new Styx line. Timed perfectly for Halloween, this innovative fragrance offering captured the imagination with its enchanting concept and evocative name.

The Spell-Spinning Spray epitomized the mystical allure of the Styx line, inviting consumers into a world of magic and mystery. With its captivating blend of scents and bewitching packaging, it became an instant favorite among those seeking a touch of the supernatural in their fragrance experience.

This introduction marked the beginning of a new era for Styx, as Coty sought to infuse the brand with fresh energy and appeal to a younger demographic. The "seven potions" lineup promised an array of captivating fragrances, each with its own unique charm and enchanting character, setting the stage for a spellbinding journey into the world of Styx.

The mythological allure of the River Styx inspires a captivating new collection from Coty, each scent infused with the mystical essence of amber and citrus, and adorned with incantations and spells to bewitch the senses.

Among the offerings is Styx Creme Fatale, a scented cream with a pale purply cast, exuding an aura of enchantment and intrigue. Witches Potion, a creamy skin perfume, invites wearers to immerse themselves in its magical embrace, while Quick Silver Powder, presented in a shaker, adds a touch of shimmering allure to any beauty ritual.

For a luxurious bathing experience, the Triple Ripple Bath Brew offers a marvelous parfait of oils, transforming bath time into a mystical journey of relaxation and rejuvenation. Meanwhile, the Spell Spinning Spray enchants with its aerosol mist, available in 1 oz and 2 oz sizes, infusing the air with its mesmerizing aroma.

Eau de Mischief, a liquid enchanter, captivates with its alluring fragrance, while Destiny Drops, a perfume oil, offers a potent elixir of destiny and desire.

With its evocative names and intoxicating scents, the Styx collection invites adventurers to embark on a journey of enchantment and discovery, where every scent tells a tale of mystery and magic.

As you hold the 1 oz or 2 oz black bottle of Styx Spell Spinning Spray Mist in your hands, you're greeted with a sense of mystery and allure. The legend on the back of the box whispers instructions, guiding you into the realm of enchantment:

The Styx-Charm to send him a message by air “I summon the spirits, the powers that be, Whisper my message, enchant him for me.” Cast the spell as you apply this mist-of-Styx in a spiraling spray; ankle to knee to wrist to throat, and down around again. Now wrap your thoughts around him.

Styx Destiny Drops, a .25 oz perfume oil concentrate, tag on the bottle states "Rallet, div. of Pfizer."

3 oz black bottle of Eau de Styx, back of the bottle states: "Rallet, Div. Pfizer N.Y. N.Y. 10017", a legend on the back reads:

"Start your love tricks with a charm as potent as the mystic river. Veiled glances (hidden hear thoughts!) -all will be fulfilled. Now the witching hour is near...mischief's brewing. Styx is here!"

3 oz black bottle of Styx Eau de Mischief Splash:  

"styx river, styx water, mystery double - turn him my way or bring him trouble!"

Styx Quicksilver Powder, A "Shimmering, silvery dust to light up your body after bath or shower, it's a Styx-power!", it also included a spell:

"The Styx-Charm That Distracts Him From Another Girl: "Lightshine, Quickshine, Blind His Eyes To Any Other Girl But Me". Repeat his name (spelled backward) 10 times. Thus the spell is cast."

Styx Solid Perfume, packaged in little black plastic cauldrons,the package instructed you to:

"Repeat these words as you stroke on this potent Styx perfume:"Let love begin! Let cauldron and fire bind our hearts in one desire."

FATE OF THE FRAGRANCE:

The legacy of Styx, in all its enchanting incarnations, reached its culmination in 1978 when Coty bid farewell to this beloved fragrance. Despite its discontinuation, Styx remains an enduring symbol of elegance, mystique, and timeless allure.

Today, Styx continues to hold a special place in the hearts of fragrance enthusiasts and collectors alike, with its vintage bottles and elusive scents commanding attention as highly coveted collectibles. Each bottle tells a story of a bygone era, a testament to the enduring legacy of Coty's masterpiece.

As fragrance enthusiasts seek out these rare treasures, the mystique of Styx lives on, captivating new generations and reminding us of the enduring power of scent to evoke memories, stir emotions, and transcend time. In the world of perfumery, Styx remains a cherished icon, its allure undiminished by the passage of years, and its legacy destined to endure for generations to come.

CLICK HERE TO FIND STYX PERFUME BY COTY