1930 – 1950

After World War II, Haute Couture and fragrance combined to create an image of feminine seduction inspired by Hollywood.

1930 - the Great Depression ... widespread unemployment. And then World War II broke out. Fascism, genocide. Fashion adapted to the restrictions. These were the heydays of Hollywood which in its studios built a "star culture". After the war Christian Dior launched the New Look, a visible sign of changing times.

Marie Claire, first weekly magazine with wide distribution, had segments dedicated to fashion and beauty as well as an agony column and a serial romance novel. Designers created "character fragrances" : to each his or her own style.
One wore a designer fragrance to stand out.