Avon Fragrances of the 1970s: Dreams to Love Stories

For me, the 1970s was sort of a transition period between the laid back, hazy 60s to the energetic, on the move 80s.  1980 was the start of a new decade and, for some, a new beginning.  Disco music was filling the dance clubs bringing with it glitz and glamour in clothing, make-up and jewelry.  Both men and women dressed to be seen.  There was a new energy.  The disco era was one of my favorite times for style, music and fun.  Let’s look back on the 1970s and the popular fragrances that were introduced leading up to the 1980s.

Avon always kept up with the new trends and changes….in a very stylish and sophisticated way for women everywhere.  Their products were affordable and made you feel a little more special.   I love reading their brochures – the beautiful advertisements and their use of the English language describing their products.

Their first brochure of 1980 showed some of their popular fragrances that were introduced in the 1970s – Candid, Emprise, Timeless, Unspoken, Ariane and their new fragrance introduced in their Campaign 23 1979 brochure, Tasha. The introduction of Tasha filled 2 whole pages

Tasha is described as “In praise of dreams, desires and fantasies” and “The newest most desirable ultra fragrance ever dreamed of.”  With the flowing long sheer dress and scarf, it just makes you want to purchase this brand new Avon fragrance, not to mention the beautiful glass decanters and decorated boxes – simply beautiful. 

By the Campaign 7 1980 brochure, the advertising phrase was slightly changed to “Inspires dreams, desires and fantasies”   

Some of the other fragrances introduced in the 1970s with their descriptive phrase: 

Timeless 1974 “Enduring…for all your timeless tomorrows”  /  “As classic as the American woman”

Unspoken  1975  “Too marvelous for words”

Emprise  1976  “Into a world not easily impressed”

Candid  1977  “Because today being beautiful is being yourself”

Ariane  1977  “All the things a woman has the right to be”

Tempo  1978  “Live in it;  Laugh in it  Love in it”

For the Campaign 11 in 1979, there were several Men's colognes and after shaves introduced for Father's Day - Brisk Spice  (it's naturally zesty), Light Musk (it's naturally mellow) and Cool Sage (it's naturally bracing).

 

Campaign 16 in 1979, Avon introduced Weekend for men as the first casual scent for men - clean, fresh and spirited.  

A fun place to check out is the Avon Fragrance historical commercial reel on the Hagley Digital Archives site.  There are commercials on about 14 Avon fragrances like Timeless and Unspoken.  It's a large database, so you'll have to do some searching and refining, but it is so cool to hear some of those vintage commercials.      

I do have some of these fragrances from the 70s available – Timeless, Candid. Tempo, the dreamy Tasha and romantic Wild Jasmine (paperback not included).  You can purchase at CAROLINABLUELADYVintage Collectibles

Looking forward to checking out the 1980s!

 All pictures were taken by me of advertisements in my Avon brochures