Tagged With ‘Jules’
21 August, 2015
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.
30 October, 2012
What makes a perfume desirable? Why do we buy what we buy? I think it depends on what kind of person we are, or rather how much we know.
Take the person who doesn’t know much about perfume at all. If you don’t know much then you’re likely to buy whatever scent is being most heavily marketed that month, for where else are you going to get your information? Certainly not from the vacuously rehashed press-releases that count as perfume ‘journalism’ in the majority of magazines.
That might sound like a bad thing, and given the number of awful fragrances out there, on the whole it probably is. But then you have to remember that while it might mean that millions of people are buying the latest celebripong, Chanel No.5 remains the single most heavily marketed perfume on earth, so it’s not necessarily all bad news. The drawback, of course, is that you generally end up smelling like everyone else.
Next step up are those of us (and I count myself among their number) who know their Millionaire from their Mitsouko. We’re perfume enthusiasts, we’ve read our Luca Turin, we love the classics and trying new things, but we really want to stand out from the crowd.
So the perfect perfume for us is something that is, ideally, made by an obscure little company with a funny name, or (even better) is a classic fragrance that has long been discontinued or is no longer available in our country, though fortunately we know where we can still get our hands on a bottle or two. Christian Dior’s Jules, anyone? (Yes please.)
But I suspect there’s still another level above this, a kind of perfume nirvana, rarely achieved except by those fortunate few whose olfactory sense is sufficiently sophisticated to distinguish dross from gold. These higher beings can – and here I can only guess – somehow blank out the ads, the breathless copywriting and all the other extraneous noise that deafens most of us to the only thing that really matters in the end: the smell.
It’s as hard to smell a perfume with an open mind as it is to look at a well-known painting or listen to a famous piece of music with an open eye or ear. But surely it’s an ideal to aim towards, even if you end up wearing Guerlain one day and Lady Gaga the next.