Once upon a time there was a men’s cologne capable of attracting a woman without even looking at her. For this purpose the ‘dandy male‘, our most international perfume, which began to be marketed exactly a century ago, in 1922.
It was devised in Badalona and from there it conquered Latin America: in Mexico, in Argentina… the colony was a sales success. But in Puerto Rico it was all a boom. “It was sold so much that in the factory they joked that they drank it or showered with it,” explains the historian Nuria Casals.
Now, an exhibition pays tribute to it and shows how the perception of this perfume has changed over the years. When it was launched a hundred years ago, it had to break a barrier: convince the ordinary man that Perfuming yourself was not an effeminate thing.
Half a century later, in the 1970s, it became immensely popular. The parera perfumery, its creator, came to sell up to two million liters a year. And, although they had other products in their catalogue, this cologne created by Joan Parera Casanovas It was their flagship product.
A century later, this perfume is still used but not with as much enthusiasm as before. Perhaps tomorrow the most modern thing is to smell like in 1922.
Source: Lasexta
Ricardo is a renowned author and journalist, known for his exceptional writing on top-news stories. He currently works as a writer at the 247 News Agency, where he is known for his ability to deliver breaking news and insightful analysis on the most pressing issues of the day.
