A fourth and final installment from Penhaligon’s Head of Marketing, Emily Maben.

“The Experimental Seventies
I’m jumping a few decades down the line to the 1970s because this was a really interesting decade in the perfume industry. Fragrance became commercialised, more accessible to the everyday person, more affordable. We tend to think of the 70s in terms of Biba, hippies and patchouli; but it was a decade of great change and contrast. Most importantly, it was an era of female empowerment and this was reflected in the popular fragrances of the era.
Charlie, Revlon, 1973
Hands up if you wore this in your teenage years! I did, and recently bought a bottle (£6.99!! I’m not even sure how that’s possible) and do you know what? It isn’t half bad! Charlie, though hardly a luxury scent, is incredibly important because it was the first fragrance to be truly accessible to young women. It was a celebration of female independence. Charlie was a huge hit; cleverly designed to appeal to all women by using notes from across the three main fragrance families; floral, oriental and chypré. It’s still wearable, if you’re in the right mood. Only to be worn with a classic 70s flared trousers and other suitably mannish attire.
Opium, Yves Saint Laurent, 1977
Yikes. Opium shouts where others whisper; announcing you presence before you’ve even entered the room and lingering once you’ve left. A stroke of genius by YSL, this became one of the bestselling fragrances of the era. Full of rich florals, opulent spices, incense and warm woods; reminiscent of an opium den some might say. I wouldn’t know of course. Wear with something suitably shocking; I’m thinking a flowing all-in-one, lots of bronzer and a luxurious headscarf trailing down your exposed back.
Anaïs Anaïs, Cacharel, 1979
Launched right at the end of the decade, Anaïs Anaïs was another game-changer. Cleverly created as the antithesis to all the overwhelming Orientals (such as Opium); it is a muted white floral, gentle, sweet, almost childlike. Designed to appeal to young women who were sick of the ‘old-fashioned’ scents available, it was an incredible success. I still own a bottle and wear it every now and again when I feel the need for a little lightness and delicacy. Wear a light cotton floral dress and run around barefoot in a field of wild flowers.”
Click here to discover the scents of luxury brand Penhaligon’s!
