"Grand Opening": popping a vintage rosoli flacon of Johann Maria Farina Gegenüber dem Jülichsplatz Eau de Cologne

Acquired cheaply on ebay, this rosoli flacon harks from the 1950s, when Johann Maria Farina gegenüber dem Jülichsplatz, the city of Cologne's and thus the world's first and oldest Eau de Cologne producer was recuperating from WWII and a long era of 20th century decline. Eau de Cologne had lost its status as the paradigmatic fragrance, acquired in the Rokoko era, during the Belle Époque, when modern perfumery was born out of the confluence of technical and chemical innovation and the rise of a new white collar middle class that frequented urban(e) department stores, engaged in conspicuous consumption, and whose females were invited to reimagine themselves as Geishas or oriental seductresses via consumer capitalism.

Eau de Cologne became an industrial mass product,used for refreshment rather than refinement and 4711, a drugstore product, was soon better known than the venerable Farina it had once imitated (including name theft). By the 1960s Farina was apparently going into steep decline, as suggested by efforts to revamp bottles, change formulations from the zesty-dry bergamot to a sweeter 4711-style neroli and finally the sale of a controlling interest in the company to a Swiss low-end cosmetics manufacturer. When the firm was brought back under full family control in the 1990s the formulation was adapted to contemporary tastes and it now contains a healthy dose of ionones and other synthetics  which make it smell quite different from its original form - which, at this point can only be experienced if one manages to pick up a 1950s bottle. Full pre-war flacons seem to be virtually nonexistant, but ever so often 250th anniversary Rosoli flacons from 1959 that survived their owners - hidden away in the back of a drawer or cupboard, forgotten unwanted gifts - make an appearance on ebay.

Here, now is a small rosoli flacon from that era, which was perfectly filled - no evaporation. These flasks were covered with an aluminum cap fortified with what appears to be a very hard textile-cardboard-like covering. In this case, it did an excellent job of preventing evaporation and oxidation. After opening the flacon and decanting a small amount of Eau de Cologne I treated the bottle with a nitrogen gas sprayer normally used for wine preservation. The Osmothèque uses the more expensive argon for the same purpose - the heavier gas displaces the oxygen over the surface of the fragrance and thus prevents the perfume from turning.

Spraying some vintage Farina on my arm was delightful - this is the best preserved bottle I have ever smelled. It begins with a zesty-bittergreen burst of freshness - picture a gin tonic with a spritz of bergamot (and whiffs of  orange and lemon zest). This persists for some minutes, while hovering below is a faint suggestion of rose, sandalwood  and (nitro?)musk. A wonderfully elegant, light, but by no means trivial composition which clearly inspired aspects of Guerlain's Imperial cologne. File under "genteel blast from the past" and  "they don't make them like this anymore" - though vintage Farina would today easily pass as a stylish minimalist superniche scent. 
             

jekyll & hyde

More news from the Eau de Cologne front. Askett & English is a recently launched firm from Marlow in bucolic Buckinghamshire. Askett is the name of a nearby hamlet, not one of the owners, The double name  is supposed to suggest English (fragrance) tradition (think Turnbull & Asser in shirts, Dege & Skinner in suits and of course the high end Czech & Speake, the mid-range Truefitt & Hill, or the TK Maxx bargain bin favorite Asquith & Somerset), as do the restrained packaging (slightly reminiscent of the old Crabtree & Evelyn) and the copy on the website. The Cologne duo of "Essential" and "Absolute" is currently available in Britain at Les Senteurs, outfitters Harvie & Hudson and a number of other reputable addresses. A&E dons the mantles of "artisan perfumery," the "tradition of classic cologne,"and "rare quality and taste." A tall order for a fragrance start-up, but we saw Grossmith pull it off (admittedly, with a long, rich history to draw upon).

Is all this backed up by the fragrances? I believe not. Essential and Absolute (strange names for Eau de Colognes, is this a borrowing from Atelier's "Cologne's Absolue" concept?) are actually a bit Jekyll & Hyde for me. The former is a decent aromatic citrus, the official notes being lemon, bergamot, aromatic herbs, lavender, jasmine, tonka, cedar, vetiver. There's nothing English about it in style, the most obvious reference to me being Goutal's Eau du Sud (A & E do in fact refer to their scents "recalling summers spent in Italy and France."). Essential pales in direct comparison, both in construction, which shows synthetic tailends compared to the flawless natural impression of Eau du Sud, and oil quality. It's a crowded genre to begin and Essential lacks both the ambition to compete with the very best in the field and a new twist which would set it apart from many similar fragrances. I'd roughly class it with Taylor of Old Bond Street quality-wise, who sell at a third of the price of A&E. 

Absolute is a 90s aquatic citrus, pure international style with nothing Britsh or traditional about it. The light bergamot note is overpowered by a generic synthetic cocktail to produce the typical fabric softener effect known from Gendarme and a gazillion other fragrances and "fresh-fragranced" products. If you're a fan of Truefitt & Hill scents, i.e. like the whole Victorian packaging bit but actually prefer a modern aquatic vibe in your fragrance, then this might be for you. As everyone who knows my tastes is aware of, I cannot stand aquatics and this one is no exception. At least it comes cheaper than Serge Lutens' cruel joke, the ridiculously redundant L'Eau. 

A & E has chosen a currently very tight market for itself, with every fragrance house and their grandmother having  issued an Eau de Cologne in recent years. All I can say is good luck.

Meanwhile, my off-the-cuff recommendations for "fortified" Colognes remain:

Monsier Balmain (lemon/bergamot)

Guerlain AA Pamplelune (Grapefruit)

MPG pour le jeune homme (neroli)

MPG Fraiche Baidane (lime, mandarin)

Annick Goutal Eau du Sud or Detaille Aeroplane (aromatic citrus)

Eau Sauvage (bergamot)

Eau de Guerlain (simply brilliant) 

     

almost summer: atelier cologne

I have always been fascinated by Eau de Cologne, which in its apparent simplicity is a great challenge to any perfumer. As his correspondence and notes show, the inventor of Eau de Cologne, Johann Maria Farina, was obsessed with the quality of raw materials and oils, their distillation, blending and maturation and I believe it still holds today that in no fragrance genre is quality, and a reliance on the best naturals in particular, more important. I was quite excited to read about Atelier Cologne, which appeared on the scene in 2009/10 in the wake of the Eau de Cologne renaissance which has seen houses great and small coming forth with classic or modern waters (many of which I found to dismally fail the "Farina test"). The concept behind Atelier is to build on classic Eau de Cologne types, but increase the perfume concentration, so as to provide the desired freshness and lightness without compromising on longevity (thus avoiding Napoeleon syndrome, .i.e. dousing yourself with 20 bottles of EdC daily). This is a wonderful and challenging idea which has a few predecessors, such as Eau Sauvage (classic EdC plus Hedione), Eau de Guerlain, and a number of very accomplished scents by Maitre Parfumeur et Gantier's scents (e.g. Pour le Jeune Homme is a classic neroli cologne amped up to EdT status). But Sylvie Ganter and Christopher Cervasel are the first to build an entire house around high powered Eau de Cologne and it seems they are doing well. The fact that they are cooperating with quality suppliers Mane and Robertet, known for first rate naturals, increased my excitement. 

The free samples I graciously received were beautifully packed with postcard still lifes visualizing each scent and a brief prose fragment adding words. A great idea, the photography is well done, while the prose (in the English version) could use a little improvement in my opinion (but those are fine points).

The fragrances themselves,I feel, promise more than they deliver - but I must add that what I seek in an EdC, contrary to other perfumes, is not so much art, but a perfect referencing of nature. That's one reason why I feel the EdCs by Chanel and Lutens are monumental failures, apart from the fact that they smell like cheap bathroom products. But on to Atelier Cologne's foursome:

After a hesitant start, perfumer Ralf Schwieger's Orange Sanguine blossoms into a zesty, mouth-watering, true-to-life blood orange, but a pasteurized-juice feel soon catches up on this beautiful moment and when the florals set in, it becomes pure hotel soap, slightly reminiscent of Roger & Gallet's Extra-Vieille, in fact. That's nice, if you like it, but not what I seek in an Eau de Cologne and also not good enough for the money charged.

Top notes:	Blood orange, bitter orange
Heart notes:	Jasmine, geranium from South Africa
Base notes:	Amber woods, tonka beans, sandalwood

Trèfle Pur: A limey-citrus green with dusky notes. It lacks the purity of something like the body-splash like Extract of Limes by Geo. F. Trumper and will inevitably remind some folks of washing up liquid.  It quickly veers into shampoo or beauty-product terrain. I simply expect more from niche, though I know I rarely get it. 

Top notes:	Bitter orange, cardamon, basilic
Heart notes:	Clover absolute, violet leaves, Tunisian neroli
Base notes:	Patchouli, moss, musk

Grand Néroli is nice, as most nerolis are, but a bit too musky for my taste. The drydown has some smokey-amber which works well, but the scent is not convincing, becoming too intrusively synthetic as it progresses. Doesn't hold a stick to Xerjoff's Kobe quality-wise, but then virtually nothing else does in my book. Of the four sampled Ateliers, it is nonetheless my favorite.

Top notes: Moroccan neroli, chilled lemon, Sicilian bergamot, petitgrain Heart notes: Persian galbanum, moss, birch leaves Base notes: Clean musk, white amber, vanilla from Madagascar

Bois Blond is so extremely faint I suspect I am anosmic to some key ingredient. I smell pure spirit at the outset, and then a weak synthetic dark wood note. It just doesn't happen.
Official pyramid:

Top notes:	Tunisian neroli, pink pepper
Heart notes:	Moroccan orange flower, incense
Base notes:	Blond woods, musks, vetiver from Haiti

The Atelier colognes include some nice notes, but it is not one note that bryngeth summer - or maketh good cologne. The feeling of a really high-end, refreshing, natural Eau de Cologne isn't there, while the intensity and duration is not all that great in turn. The idea is great, the esthetic is accomplished, but I feel these scents will only satisfy, if you're looking for rather conventional fragrances on the light, fresh side. Personally, for the genuine Eau de Cologne experience, I'll stick with the classics and a few all-natural scents.

Castile to Hampstead, via Milano

The trend towards reviving Eau de Cologne shows no sign of abating, which is a good thing for a classic cologne fogey such as myself. I was graciously gifted with a bottle of Washington Tremlett's Hampstead Water recently (officially a fougere, but to me it's a high-longevity EdC), which I had been most eager to try, as that brand's Black Tie is one of my perennial favorites. Both scents happen to be creations of Shirley Brody's, a key figure in contemporary British perfumery. She was involved in the rebirth of Penhaligon's in the late 70s as well as the conception of Czech & Speake's aromatics line, which, before the recent relaunch of inferior reformulations, constituted the pinnacle of English-style fragrance craft (ironically, Made in Italy). One of her more recent endeavors is the little known XPEC line which manages to combine an excellent perfume with the most horridly misguided branding (both the name and the packaging are incompatible with the classic contents that would seem to appeal to traditionalist, straight-razor-shaving, Savile-Row-clad fragrance aficionados). But she has also been a major force behind the Tremlett brand, thus continuing the cooperation that once existed between Czech and Speake and the fragrance firm of Forester in Milan, who were responsible for such masterpieces as C&S No. 88, Domenico Caraceni and the aforementioned Black Tie, as well as the hard-to-find Gianni Campagna series with gems such as Vento Canale. Perhaps, then it was the through the Brody connection that Hampstead Water immediately reminded me of Penhaligon's Castile. Not that the former is a clone or anything and I doubt Brody was involved with Penhaligon's anymore when Castile was released in 1998. The similarities likely result from the simple fact that both are Eau de Cologne style fragrances, HW featuring bergamot, orange, lavender, water mint, leather and musk, while Castile is built around neroli, petitgrain, bergmot, orange blossom, rose, woods and musk. As the notes suggest, the tops are quite similar, but Hampstead is a good deal fresher via the mint, while Castile is defined by the warm orange and rose interplay. Still, it somehow makes sense to me to see Brody's spirit hovering above all these waters like a fairy godmother of English perfumery. I guess I have a crush on her...Anyway, in the geography of Eau de Cologne, Castile is closer to Hampstead Heath than you may think - just travel via Milan.


Image: "The Writer" at Hampstead Heath with a bottle of Castile

making history III: the usable pasts of creed and farina

After a long hiatus we now conclude our look at history and perfume with two extremely juxtaposed approaches of perfume houses to their past: call it source-based history versus history as myth. According to Family Business Magazine the Perfume Houses Johann Maria Farina gegenüber dem Jülichsplatz and Creed are among the oldest family-owned businesses, tracing their beginnings to 1709 and 1760, respectively. Not surprisingly, their age and history plays a key part in both company’s image and marketing. Roughly 30,000 visitors annually tour the old Farina premises in the heart of Cologne known as the birthplace of Eau de Cologne, which house a store, museum and the current managing director Johann Maria Farina’s offices. The company stresses its 300-year dedication to quality, a glorious past as the leading perfume manufacturer for a 200-year period, and a wealth of illustrious clients. Similarly, Creed’s reputation is built around its role as purveyor to the rich and the beautiful, from the royal courts of yesterday to today’s Hollywood elite, as well as references to old artisanal traditions passed down from generation to generation. Both these firms do indeed have a genuine history, as opposed to the many brands who borrow past names but are really newly formed ventures. And yet, the way they deal with their histories could not be more distinct. Succinctly put, one could say that Farina Gegenüber has almost obsessively displayed its history to the public from the necessity of defending its position and reputation against innumerable plagiarizers and forgeries, boasting a series of 2000 court cases which has not yet ceased. Creed, on the other hand, has always felt a need to both obscure and rewrite its history from the desire of wishing to appear as a 250-year old fragrance house, rather than as a respected tailor’s who happened to dabble in fragrance and only became a perfume house proper in the late 1960s or beyond (there is little evidence even for this late period). The purpose here is not to judge these approaches, but to illustrate how two comparatively small perfume houses with no major PR budget use and have used history under differing circumstances to position themselves in a competitive market up into the present, where their businesses create status illusions and confirmations and emotional fantasies for high end consumers in the niche market. Such fantasies, as one should never forget, are the basic product perfume houses sell, for which their fragrances are simply carrier substances, like alcohol for essential oils.

Creed: A Royal Fantasy

The Creed entry in Family Business Magazine reads:

“In 1760 King George III appointed James Creed to make fragrances. In 1854 the company moved its operations from London to Paris. Both Prince Charles and the late Diana, Princess of Wales, commissioned the company to make scents for them. Today, owner Oliver Creed produces 238 fragrances.“

The problem is that such testimonials tend to be unsubstantiated and, more importantly, that there is no available evidence for the historical relevance, or even the existence, of Creed perfumes prior to the late 20^th century. The oldest flacon I have ever seen an image of seems to hark from the late 1960s or early 1970s and bears the name of Olivier Creed. Major visibility seems to have arrived in the 1980s with Green Irish Tweed.

No documents, novels, advertisements, letters of the 19^th or 20^th century mention Creed perfumes, while the family frequently appears in the context of tailoring. Fashion dictionaries and museums feature works by Creeds, but every perfume history I have read is silent. One of the rare statements from within the family is a ghost-written autobiography by one of its “black sheep” Charles Creed (1909-1966), the uncle of Olivier Creed. Primarily an account of his own exploits at tailoring and womanizing it does make references to the family history and its meteoric rise to fame after 1850, when Henry Creed opened a Paris office and collected Royal Warrants from the French Court and Queen Victoria for clothes and riding habits. While it may be that Creed furnished fragrances as well, as did Guerlain, Farina and other renowned names of the day in perfumery, there is simply no available evidence. The internet spews out frequently conflicting dates and wearers of older Creed perfumes, which in their present form cannot possibly have existed prior to the advent of modern natural-cum-synthetic based perfumery in the 1880s. The beautiful Vintage Tabarôme was thus supposedly made in 1876 for George IV (b. *1762, c.1820, d.1830), Green Irish Tweed for Cary Grant (1904-1986) – it is now undisputed that Pierre Bourdon collaborated on GIT, perhaps in the mid-1980s, and would rework some of its key ideas in Davidoff’s Cool Water. GIT just may have been Archie’s deathbed wish, but the facts do not actually compute.

Olivier Creed, then, has chosen to rewrite the complicated history of a fashion house’s 19^th century rise and post-WWII fall into a brand story for his own fragrance enterprise and it has been an unconditionally successful strategy that enables his company to charge a premium for its products in retail contexts. The pomp and circumstance surrounding Creed, from the imitation Prince of Wales ostrich plumes suggesting a Royal Warrant that does not exist, to the monotonous incantation of stock phrases and name dropping by Creed representatives and in PR pieces is also cause for derision, e.g. by Luca Turin, but admittedly, it is a spiel that most everyone in the business plays in one way or another.

Farina Gegenüber: History as a Weapon

Like Creed, Farina Gegenüber is a firm with a rich heritage, a fact that nearly broke its neck when it failed to adapt to changing consumer patterns after WWII. After a long, slow decline, the family bought back all stock in the company from outside investors and began reconstituting the brand as an exclusive niche firm, recreating its historical flacon designs, stressing its unique selling point as the original Eau de Cologne, and restricting sales to selected outlets who may not sell the brand’s discount nemesis, 4711. As with Creed, this has proven a successful strategy that invests the product with a high prestige value. But contrary to Creed, the history of the Farina fragrance is unusually well documented, as it had become the subject of conflicting claims by competing Eau de Cologne firms inventing their own foundational narratives and frequently stealing the Farina brand name ever since the late 18^th century. The Farina archive is one of the most complete company archives in the world, it has been used for a number of academic studies in economic history and it documents the history of Farina cologne extensively – Royal warrants, orders by the celebrities of the day (we are talking Goethe, not some American Idol runner-up), historical advertising. While this does not preclude different interpretations of Eau de Cologne history, a basic factual record from which to proceed is extant and available and has formed the basis for evidence in many of the court cases fought by Farina (and they did win them all). Does this mean that Farina Eau de Cologne is a more authentic or better perfume than, say, Creed’s Bois de Cedrat (a light citrus cologne supposedly formulated in 1875)? No. The Farina you buy today is also a reformulated product containing synthetics. It is meant to preserve and convey the spirit of the original while catering to the wishes of contemporary consumers, e.g. in terms of longevity. However, while Creed long emphasized its reliance on ancient infusion methods and avoided the mention of synthetics (there have been modest concessions in more recent PR blurbs, as would seem necessary considering the obvious high content of synthetics in most Creed releases since the mid-80s) Johann Maria Farina, who is a trained pharmacist and perfumer, openly embraces the ethos of modern (i.e. post 1880s) perfumery and its use of naturals with semi- and fully synthetic materials.

Creed and Farina have chosen very different paths to create “usable pasts” for their brand, which are themselves in many ways determined by the nature of those histories. They offer fascinating insights for the historian of smells into the depths and shoals of the past of perfumes as well as lessons on the fictions involved in fragrance branding for the student of perfume culture today. But for the simple lover of perfume truth lies only within the flacon and history - is bunk.

read making history II: the carthusian candidate
read making history, faking history