Elizabeth Arden Perfume & Cosmetic Gifts Ad c1937

Elizabeth Arden Perfume & Cosmetic Gifts Ad c1937

Night and Day by Elizabeth Arden c1935

Launched in 1935, Night and Day by Elizabeth Arden entered a world that was both glamorous and tumultuous. Named after Cole Porter’s iconic song from the Broadway play The Gay Divorcee, the perfume’s title evokes a timeless duality—the juxtaposition of light and dark, love and longing, passion and poise. The name "Night and Day" stirs a spectrum of emotions, from the bright optimism of daytime pursuits to the mystery and allure of evening romance. For women of the 1930s, the name would have conjured a sense of sophistication and possibility, resonating with the elegance of Porter's lyrics and the burgeoning freedom of a modern woman’s lifestyle. The imagery of "night" and "day" translated into fragrance suggests a composition that bridges contrasts: luminous freshness balanced by shadowy depth, vibrant florals softened by bittersweet, spicy intrigue.

The 1930s marked an era where perfume became an essential accessory for women expressing their identities and desires. The world was recovering from the Great Depression, and while luxury was scarce, perfumes offered an attainable escape into elegance. Fragrance trends leaned toward bold, dramatic compositions that mirrored the opulence of Hollywood’s Golden Age. Perfumes like Tabu by Dana (1932) and Shalimar by Guerlain (1925) were celebrated for their exotic, sensual character, while lighter floral fragrances retained a place for daytime wear..

 

It's You by Elizabeth Arden c1938

The perfume "It's You" by Elizabeth Arden was launched in 1938, a time period marked by a complex blend of hope, glamour, and apprehension. The world was still recovering from the Great Depression, and the looming threat of World War II was on the horizon. Despite these challenges, the late 1930s also saw a resurgence of Hollywood glamour and a yearning for elegance and escapism. In the United States, by 1939, the public was enamored with the silver screen, drawing inspiration from the style and sophistication of movie stars. This was an era where personal expression through fashion and fragrance was becoming increasingly significant, as individuals sought to find joy and beauty amidst uncertain times.

Elizabeth Arden's choice of the name "It's You" for this perfume speaks volumes about its intended message and appeal. The name suggests a personal and intimate connection, a declaration of individuality and recognition. "It's You" implies that the wearer is unique, special, and seen. This name would have resonated deeply in a time when people were searching for validation and a sense of identity. The phrase "It's You" is both a compliment and an affirmation, making it an ideal name for a perfume intended to make the wearer feel distinguished and cherished.

Kohl

Elizabeth Arden introduced her version of the Arabian makeup staple Kohl in 1955. Women were always looking to the East for new and exciting looks in makeup and Arden knew just what they needed to make their eyes sparkle and delight. Kohl, is a soft cosmetic powder made up of many ingredients from powdered antimony to galena and lead. It has been used for thousands of years in the Middle Eastern, North African and even in parts of Asia such as India. The ancient Egyptians were the first to wear the eye cosmetic which they saw it as both protective and preventative. Protection from the evil eye and flies that would gather around the eyes and prevented the sun from glaring in the desert heat.

A 1955 ad for Elizabeth Arden's kohl reads:

"Elizabeth Arden's now Oriental makeup. ORIENTAL KOHL. From the ancient East the lovely long eyed look of storied Arabia. Kohl is beauty, magic, refined for your use. Miss Nell G. of Elizabeth Arden Cosmetics will be at G. Fox and Company ... Thursday through Saturday to give instructions on now to use "Kohl."

Kohl was still hot in 1963 as this ad attests:

“Pursuing the inclination women have to adopt masculine styles comes as manifesto from Elizabeth Arden stating that women who have seen Columbia’s exciting film “Lawrence of Arabia.”, are now asking to be made up to look like a Sheik. They seek to escape the blanched look of winter, in favor of a sun-warmed complexion tone, rather darker than one’s own skin, in order to get that sun-darkened desert look. This requires that the eyelashes be fringed in a darkish, smoky look with kohl, a soft powdery cosmetic similar to that which Cleopatra is said to have applied to lure her warrior lovers.”

Kohl also was revived as the Elizabeth Taylor blockbuster film Cleopatra was just released as well and women cultivated the queen of the Nile's sensuous style.