Business: Fragrance War: France vs. U.S.

A barrage of brash scents

The hype was pure Madison Avenue, though the locale was Paris. First there was a gushing news release. "Since ancient times," it declared, "perhaps since the Garden of Eden, woman has communed with perfume. In creating Nahema today, Guerlain adds a prestigious page to this eternal dialogue." Then came an "intime" press dinner for 40 or so at Maxim's, followed on another evening by a glittering soiree near the Place de la Concorde, where 650 guests were plied with champagne as the new scent being introduced by the...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!