1945 Advertisement for Coty Perfume and Powder

 Vintage 1945 Sears (Spring and Summer) catalog page advertising Coty perfumes and cosmetics.

Coty Compacts c1932

Shakti by Coty c1950

The launch of the Shakti feminine fragranced deodorant powder by Coty in 1950 coincided with a pivotal era in history, marked by significant social, cultural, and economic transformations, particularly in the context of women's roles and rights.

It was a clean, subtle, cooling fragrance, "a fragrance which mysteriously blends with and enhances any other fragrance you wear."

Masumi by by Coty c1967

Masumi by Coty was introduced in 1967, a time of cultural transformation and burgeoning individuality. The name "Masumi" is Japanese in origin, translating roughly to "clarity" or "true purity." In layman's terms, it is pronounced "mah-soo-mee." The word evokes images of serene landscapes, delicate cherry blossoms, and a sense of tranquil refinement. This emotional resonance with simplicity, elegance, and purity likely appealed to women of the era, who were navigating a world balancing traditional beauty ideals with new freedoms and cultural influences.

For the modern woman of 1967, "Masumi" would have seemed sophisticated and exotic, tapping into the era's fascination with Eastern cultures and philosophies. The name alone might have conjured visions of harmony and introspection, sentiments aligned with the fragrance's introspective qualities. Its floral-green chypre composition, with a fresh opening, an elegant floral heart, and a mossy, powdery base, was not only feminine but reflective of a serene and balanced aesthetic. In essence, "Masumi" interpreted its name into scent, encapsulating clarity and purity in olfactory form.

ad from 1977