Coty, L'Or, 60 ml. or 2 oz. Flacon, Parfum de Toilette, Lalique, 1913, 1965, Paris, France ..

François Spoturno, born in 1874, was originally from Corsica, and he studied perfumery with Antoine Chiris in Grasse for one or two years before moving to Paris, adopting a variation on his mother's name, which was 'Coti', and launching his perfume business with La Rose Jacqueminot in 1904.

Thus, in 1904, François Coty founded a fragrance company in Paris that would bear his name for over a century and become probably the most important perfume companies that ever existed. He was determined to revolutionize a fragrance industry that had seen little change during the 19th century. With Coty, he set about reinventing the perfumer’s fragrance palette.

Just five years later, Perfume City was born. A residential villa outside of Paris that was transformed into a grand industrial complex. Over time, Perfume City grew and by 1920, Coty owned and controlled all aspects of his fragrance production, including flower fields, packaging factories, print shops, and delivery vehicles.

Coty understood that to succeed on a larger scale, he needed to reach a wider audience. His strategy was simple .. it was to offer a product of rich appearance, that was still affordable. Coty commissioned artists and manufacturers, such as René Lalique and the Glassworks of Baccarat, to design beauty products packaging imbued with luxurious quality, never previously available to the masses. The strategy worked and perfumes quickly became an international mass-market luxury product almost instantly. In 1912, he opened subsidiaries in New York and London, an important move for the company.

At the end of World War I, soldiers returned home with gifts of French perfume for their loved ones. This led to a demand for Coty products in the U.S. Coty was one of the first to understand the importance of fragrance packaging, and more specifically a beautiful bottle .. "A perfume is seen as much as it is smelled", he said. His business expanded, eventually encompassing cosmetics and powders as well as perfumes, until he was one of the wealthiest men in France.

In addition to revolutionizing the packaging and marketing of perfume, Coty was also a respected perfumer and one of the greatest known in perfume history.

"Coty's perfume L'Or was the most expensive in the world .. at US$100 per flask in 1913, when the US was still on the gold standard." - François Coty: Fragrance, Power, Money, by Roulhac Toledano & Elizabeth Z. Coty

Launched in 1913, L'Or perfume was created for Coty by perfumer Vincent Roubert. It is classified as an intense floral chypre.

Top notes are Lemon, Galbanum, Bergamot, Lilac, Neroli, and Heliotrope
Heart notes are Mimosa, Rose, Honeysuckle, Jasmine, Hyacinth, Violet, and Orange Blossom
Base notes are Cedar, Mysore Sandalwood, Ambergris, Orris, Patchouli, Vetiver, Spices, Labdanum, Tonka Bean, Vanilla, and Tobacco

L'Or was created by Vincent Roubert who reportedly took five years to perfect the formula. It is an oriental fragrance that was advertised as being an exquisite perfume for cigarettes. It was suggested that a few drops on a bit of silk kept in the box gives the cigarettes a delicate, fascinating balminess.

A 1923 ad states that L'Or is a "glowing, vivid heart of flames, the perfume of golden blondes of irresistible charm".

A 1924 ad states that L'Or is an "ever alluring, inspiring fragrance of the golden blonde, of sunset hair and clear eyes". And a 1925 ad states that "the delicate loveliness of blonde women is told by L'Or".

Offered here is a lovely old flacon of the Parfum de Toilette version of Coty L'Or .. it is lovely and still fresh. Delightful ..