Latitude 50 by Revillon c1934

Latitude 50 by Revillon: launched in 1934. In USA in 1936. The perfume refers to the latitude of Paris. The perfume was suggested to be worn during the evening by either brunettes or blondes.

Fragrance Composition:

So what does it smell like? It is classified as a spicy floral oriental fragrance for women. 

• Top notes: citrus
• Middle notes: spices, cloves, carnation, rose, jasmine
• Base notes: ambergris, vanilla, oakmoss, musk, sandalwood

Stage, 1935:

"Also — there is Revillon Freres' new perfume — they're the fur people, and they ought to know. The perfume is called Latitude 50 (that's the latitude of Paris) and comes in a tall, skyscraper-shaped bottle. They make Tornade, too — another fur perfume."

Marie-Claire, 1937:

"Latitude 50 by Revillon: For the woman of the world. She does honor to her husband when she goes out with him, and receives in a perfect way. Elegant, distinguished, 'the charming Madame X.'"

L'Amour de l'art, 1950:

"Latitude 50 by Revillon: It is the sign of Paris under its latitude number. It brings the graduated softness of our capital to a caressing tune that gives dark-haired and blonde women that indefinable note that makes people say: 'She is from Paris '."

 

 

Esquire - Volume 8, 1937:

"Latitude 50 is essentially an evening parfum. It has been composed by Revillon for the 'woman who would be tempting after nightfall'. If you apply it directly to the skin, as they do in Paris, Prenez Garde! Don't say we didn't warn you."

 

Esquire - Volume 7, 1937:

"For almost a century, women loved by the men of Revillon awaited breathlessly for the annual shipment of raw sables from Tibet. It was not only for the gossamer-soft brown fur of queens they waited. It was for a small, hide-bound flask of perfume that was always found hidden away in the heart of each bale of sable skins. The annual gift of a Tibetan tribe to the house of Revillon, this flask contained a rare and enchanted perfume that went to the heads of men like wine; a scent so subtle, so alluring, that women of royal blood coaxed for even a few drops of the of the precious fragrance. 

Time and again, the Revillons tried to acquire the formula, but each offer was met with polite refusal. The scent of princesses was not for sale. And so, this strange and fascinating redolence remained one of the mysteries of the east until several years ago, a young Revillon entered the firm of his fathers.  

Like every Revillon who goes into this business, he was forced to serve his two-year apprenticeship in the far-flung outposts of the company. How, during his visit to Tibet, he saved the life of a chieftain's son is another story, glamorous as any tale of the cinema.  But it is your good fortune that his reward for this service was the gift of the formula for making the Tibetan perfume which his family had sought for a century. 

Hormones from the glands of sable lend subtle charm to these perfumes for the skin. 

Now imprisoned in lovely flacons of flashing crystal are four perfumes that bear the stamp of Revillon. Tornade, Latitude 50, Égoïste, Amou Daria. Unlike ordinary perfumes, these Parfums Revillon are not applied to the outer garments but are placed directly on the person. When they are correctly used, as they are now in Paris, they are interpreted differently by every woman who wears them.

Then they become not merely a scent to be put on and off with every gown, but an enchantment of the very being of the individual, until the body itself gives off its own glorious perfume like an exotic flower.   

Today, these perfumes may be yours if you can afford them. Frankly their cost is high because their ingredients are extremely rare and costly. Since our supply is limited we in turn are forced to limit their sale to fifty stores in the entire united States. 

If you are unable to purchase Parfums Revillon for the skin we will undertake to supply you by air mail, postpaid. We cannot guarantee prices after January  1, 1937, since our costs are dependent upon the world catch of sables. Parfums Revillon 684 Fifth Avenue, new York, NY. 

If you want to be thought extremely generous by some very attractive lady, we suggest you send her the 5 ounce bottle of Tornade for $60. 

 Prices by the ounce: Amou Daria, $12.50; Tornade, $12.50; Latitude 50, $14.50; Égoïste (in 3 ounce bottles only), $30."

Perfumery and Essential Oil Record - Volume 28, 1937:

"The firm of Revillon, for instance, which only recently opened a large perfumery department fed by its own laboratories, already turns out lavender water, bath water and beauty milk, as well ... The luxury perfume " Latitude 50 " (the latitude of Paris)."

 

The Bermudian, 1955:

"Perfume is, of course, the I seen accessory, and Trimingham's carry several noted scents: Revillon's "Carnet Bal," "Amou-Daria" and "Latitude 50", priced from $3.90 to $8.46 per oz."

Fate of the Fragrance:

 Discontinued, date unknown. Still being sold in 1955 but at drastically slashed prices which is usually the precursor to discontinuation.