Sage isn’t everyone’s favourite herb, though turkey stuffing wouldn’t the same without it. It’s used less often in perfumery than in cooking, but Jules shows what a great ingredient it can be in the hands of a brilliant perfumer.
The ‘nose’ in this case was Jean Martel, who worked for the French fragrance company Givaudan in the 1970s and 1980s and deserves to be far better known, not least because he also created that 1970s classic, Paco Rabanne for Men.
Jules was launched in 1980, with a brilliant advertising campaign featuring posters by René Gruau, arguably the greatest fashion illustrator of the last century, which helped the first bottles sell out in record time. Martel combined sage (which has a slightly catty smell) with cedar and other things like wormwood, lavender and bergamot. To me the result smells like sage and slightly peppery leather, though there’s a long list of other ingredients, including cumin, sandalwood, oakmoss, jasmine, musk and rose.
Despite its initial success, Jules has since been overshadowed by the success of Kouros, which was launched the following year. Created for Yves Saint Laurent by the brilliant Pierre (Cool Water) Bourdon, Kouros shares Jules’ clean / dirty / sexy character, and both scents belong to the same fragrance ‘family’, the fougères – a style of perfumes, usually aimed at men, based on a combination of lavender and coumarin (originally derived from tonka beans but usually synthesised).
Of course, Kouros’ ongoing popularity may be because it’s inherently superior to Jules, but actually I think it’s more to do with the fact that over the years Kouros has benefited from regular advertising, while Dior seems to have forgotten that Jules ever existed, which I think is a terrible shame.
To make matters worse, while you can buy Kouros pretty much anywhere, Jules has become ridiculously hard to find: I don’t know anywhere in the UK that sells it, and even in Paris the only place that seems to stock it is the department store Bon Marché, though you can buy it from Dior’s French website. Given Dior’s apparent lack of interest, it’s a wonder it hasn’t been discontinued, but I’m glad it’s still on sale, even if it’s now a rarity.
I can only hope that one day they decide to invest in promoting it again and making it available to all – but in the meantime if you want something special that very few other people will have, get over to Bon Marché.