In 1912, François Coty introduced L’Or, a fragrance whose very name evokes luxury, opulence, and timeless beauty. In French, L’Or (pronounced “lor”) translates to "gold," a metal that has symbolized wealth, power, and divinity across civilizations. Choosing gold as the inspiration for a perfume suggests an aspiration to create something precious, radiant, and enduring—a scent that would embody the same timeless allure as the coveted metal itself. Gold is luminous yet untouchable, rich yet weightless, making it a fitting muse for a fragrance meant to feel both lavish and ethereal.
The name L’Or would have immediately captivated the women of 1912, conjuring images of gilded salons, intricately beaded gowns, and the shimmering glow of candlelight on satin gloves. It was an era of grandeur and transformation, as the Belle Époque reached its twilight. This was a time of extraordinary artistic and cultural achievements—Paris was the epicenter of fashion, art, and innovation, where the haute bourgeoisie indulged in the finest luxuries. Women were beginning to assert their independence, embracing a newfound sense of modernity while still reveling in the romantic excesses of the past.
Fashion in 1912 was evolving rapidly. The corseted hourglass silhouette of the previous decades was loosening, giving way to more fluid and elongated lines inspired by Paul Poiret and the Orientalist craze. Rich fabrics, intricate embroidery, and exotic embellishments were highly sought after, mirroring the sumptuous, spicy florals of perfumes like L’Or and its near twin, L’Origan (1905). The fascination with the East, opulence, and sensuality played directly into the appeal of Coty’s fragrance, which blended floral and tobacco notes in a composition that felt both seductive and refined.
