Beauty – Louis Vuitton’s First Perfume In History?

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File:Louis Vuitton logo and wordmark.svg - Wikimedia Commons

Hello guys, welcome to my post! Maybe you came here wondering a history of Louis Vuitton House’s perfume. Especially, the first perfume of the brand, right?

Before starting the main topic, I want to briefly look up entire history of it with you!


200ML Travel Case Monogram in Women's TRAVEL collections by Louis ...

Louis Vuitton Malletier is a luxurious French fashion company, best known for leather bags and suitcases and its monogram. It was founded by Louis Vuitton in 1854 on Rue Neuve des Capucines in Paris. He was succeeded by his son Georges Vuitton. In 1913, the Louis Vuitton building on Champs-Elysees was opened. After the death of Georges Vuitton in 1936, his son Gaston-Louis Vuitton continues the tradition.

The LMVH company was founded in 1987, with brands Moet et Chandon, Hennessy and Louis Vuitton under it. Young designer Marc Jacobs became creative director of the house in 1997. He was replaced in 2013 by Nicolas Ghesquiere.

Louis Vuitton began in 1920 with the production of luxurious toiletries products such as crystal perfume bottles called “Editions d’Art”. The first known fragrance is knoof the house is Heures d’Absence, launched in 1927. It was followed by Je Tu Il in 1928, and then Réminiscences and Eau de Voyage in 1946. Eau de Voyage was re-introduced in the 1980s.

A new chapter in the history of perfumes began in September 2016. The creation process took over four years ago, including establishing the creative atelier Les Fontains Parfumées in Grasse with Jacques Cavallier Belletrud at the position of in-house perfumer. The license belongs to the LVMH company.

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Designer Louis Vuitton has 27 perfumes in our fragrance base. Louis Vuitton is an old perfume house. The earliest edition was created in 1927 and the newest is from 2020. The nose who worked on the fragrances is Jacques Cavallier.


So, what would be the first perfume of the brand?

Louis Vuitton House’s first perfume ‘Heures d’Absence’, released in 1927 and disappeared in the 1930s. After over 100 years of ‘absence of time’ passed, and after Jacques Cavalier’s Belturu’s ‘nose’, it was reborn in 2020.

The bottle of the 'Och Dapsangs' when it was first released in 1927.

The bottle of the ‘Och Dapsangs’ when it was first released in 1927.

The package design of 'Je, Tu, Il (me, you, he)' released in 1928 with the 'Och Dapsangs' package and three different bottles.

The package design of ‘Je, Tu, Il (me, you, he)’ released in 1928 with the ‘Och Dapsangs’ package and three different bottles.


This is the scent ‘Oug Dapsace’, created by Jacques Cavalier Belturu, the chief steward of Louis Vuitton Maison. “For more than three years, I have been researching to find the formula of the original perfume. At the time, we also analyzed residues that might be buried inside the empty perfume bottle, but unfortunately nothing remained. ” No one remembered the fragrance and no formula remained outside of the archives at the time, but this gave him complete freedom.

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Aux Dax, which draws a lively atmosphere based on the delicate floral scents of Jasmine and May Rose, etc., 100ml KRW 36,000, Louis Vuitton.

Aux Dax, which draws a lively atmosphere based on the delicate floral scents of Jasmine and May Rose, etc., 100ml KRW 36,000, Louis Vuitton.
“In the 1920s, when the First World War ended, the French people were calling this time ‘Anne’es Folles’, so there was a wave of creation across society. It was a time when everything seemed possible. ” At the time, the ‘Oh Dabbs’ bottle was engraved with an airplane that was the latest transportation method, and it contained a design-like case reminiscent of a road sign and contained a brand-like era founded on the basis of travel. He said that he got hints from such symbols as the message of abundance and optimism, a daydream of ‘time of absence’. 

It is a reinterpretation of joy, love, freedom, and relaxation as if the fresh flowers were poured abundantly. Grass roses, jasmine, mimosa, and other notes express the delicate and rich floral scent of the wind, and warm vanilla notes amplify the sophistication. Sandalwood and Musk gently wrap all these floral scents with sensual powdery. 

The scenery of the French Riviera beach and the Provencal hills rises one by one like a slide film. Ironically, the ‘time of absence’, which reached a century, has become ‘time of infinite creation’ for Cho Hyang-sa. Now it remains only to feel the eternal resurrection and the fragrance of freedom.

An advertisement for the newspaper 'Oh Dabb Aesans', printed between 1928 and 1931.

An advertisement for the newspaper ‘Oh Dabb Aesans’, printed between 1928 and 1931.

Trademark stamp of the 'Oehe Dapsans' stamped on October 25, 1927.

Trademark stamp of the ‘Oehe Dapsans’ stamped on October 25, 1927.


Full Information from Elle:
https://www.elle.co.kr/article/45679
By Editor Yunji Jung, Photo COURTESY OF LOUIS VUITTON, Design Jeon Geun-young



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