In 1938, when Highlander by Tuvache was launched, Europe was on the cusp of World War II, a period marked by heightened tensions and looming uncertainty. Amidst this backdrop, fashion and fragrance trends often reflected a blend of resilience, tradition, and a longing for the rugged beauty of nature. Men's fragrances of the time sought to embody qualities of strength, sophistication, and a connection to heritage.
A "Highlander" traditionally refers to someone from the Scottish Highlands, a region famed for its breathtaking landscapes, including heather-covered moors and misty mountains. Highlanders are historically associated with traits like courage, independence, and a deep affinity for their land and traditions.
Bernadine de Tuvache likely chose the name "Highlander" for its evocative power. Firstly, it conjures images of Scottish heritage, particularly the rugged elegance of tweed-clad gentlemen against the backdrop of rolling hills and expansive moors. Tweed, a durable woolen fabric, was often worn by Highlanders and symbolizes both practicality and timeless style.
"Highlander" is an apt name for a men's fragrance because it resonates with the rugged yet refined persona associated with Highlanders. It suggests a man who appreciates the outdoors, values tradition, and exudes a sense of adventure and sophistication. The fragrance would likely appeal to those who identify with classic values of strength and honor, coupled with an appreciation for natural beauty and craftsmanship.
The scent of Highlander, described as capturing the essence of Scottish moors and the aroma of highland heather, would evoke feelings of nostalgia and adventure. It brings to mind images of misty landscapes, tweed jackets, and the earthy, floral scent of heather, all elements that embody a connection to nature and a spirit of exploration.
Men who wore "Highlander" would likely respond to its scent with a sense of affinity and appreciation for its rugged yet refined profile. It would evoke a feeling of being enveloped in the essence of the Scottish Highlands, amidst the fresh air and timeless beauty, resonating deeply with the wearer's own sense of style and connection to heritage.
Fragrance Composition:
So what does it smell like? It was classified as a fougere fragrance for men. Described as the scent of the Scottish moors...the aura of highland heather.
- Top notes: bergamot, lemon, clary sage, lavender
- Middle notes: patchouli, geranium, rosemary, basil, violet leaf
- Base notes: ambergris, oakmoss, cedarwood, vetiver, tonka bean, sandalwood
Scent Story:
Amidst the elegant setting of Saks Fifth Avenue's perfume department, where tartan-patterned cloths adorned tables and counters, guests were treated to a sensory experience unlike any other. As Madame Bernadine Tuvache proudly introduced her latest creation, "Highlander," men dressed in typical Highlander attire moved gracefully through the crowd, passing out samples of the fragrance.
These Highlanders, clad in traditional tartan kilts and jackets adorned with clan symbols, added an authentic touch to the evening's atmosphere. Their presence evoked images of rugged Scottish landscapes and the spirit of adventure that inspired the fragrance. Each Highlander carried with him a tray of meticulously prepared samples, offering guests a chance to experience "Highlander" firsthand.
As guests received their samples, they were enveloped in the fragrance's rich layers. The top notes of bergamot, lemon, clary sage, and lavender danced in the air, blending harmoniously with the herbaceous heart notes of patchouli, geranium, rosemary, basil, and violet leaf. The scent transported them to sunlit citrus groves and herb-filled gardens, echoing the freshness and vitality of the Highlands.
The base notes of ambergris, oakmoss, cedarwood, vetiver, tonka bean, and sandalwood added depth and warmth, grounding the fragrance with a woody, earthy allure. As guests applied the fragrance, they felt a connection to the rugged elegance of tweed-clad Highland gentlemen, embodying the courage and resilience that "Highlander" symbolized.
Throughout the evening, the Highlander attire lent an air of authenticity and tradition to the event. Guests not only savored the fragrance but also immersed themselves in the cultural richness and timeless allure of the Scottish Highlands. Mme. Tuvache's vision, combined with the Highlanders' presence and the immersive sensory experience, made the launch of "Highlander" a memorable celebration of craftsmanship, heritage, and the art of perfumery.
Drug & Cosmetic Industry, 1938:
"Tuvache offers five interesting perfumes created from exotic tropical flowers found in the jungles of Algiers ... The line also includes White Hyacinth cologne and two colognes for gentlemen — Cossack and Highlander."
The Indianapolis Star, 1939:
"Cossack has the crisp, clean scent of Russian leather....liked by active men. Highlander is like a breath from the Scottish moors...the aura of highland heather - it seems to hint of grouse - and tweeds! They are thoroughly masculine. They give a sense of refreshment essential to perfect grooming! They were created by de Tuvache, in limited editions, for sportsmen, scholars, men of the world. Frankly they are rather expensive - (but that's what a man buys - or lets it alone). $5 for a 4- ounce bottle - (a bottle of each boxed, $12.50.)"
Esquire, 1939:
"TUVACHE HIGHLANDER... FOR MEN A breath of heather in cologne, after shave and hair lotion. $ 12.50 for all three. COSSACK... FOR MEN A whiff of Russia leather in cologne, after shave and hair lotion. $ 12.50 for all three."
The Honolulu Advertiser, 1941:
"Tuvache for Men. Two virile, masculine colognes for men have made their debut - Cossack and Highlander. Cossack is reminiscent of the masculine, active scent of Russian leather. Highlander catches the nostalgic odeur of the heather of the Scottish moors. Packaged for the men in heavy square bottles. Quite as rugged as he is."
Fate of the Fragrance:
"Highlander," a fragrance steeped in the essence of the Scottish moors and the rugged allure of highland heather, enjoyed a storied history that spanned decades. Despite its eventual discontinuation, the exact date remains elusive, shrouded in the mists of time. Remarkably, even as years passed, "Highlander" retained its appeal and availability, with records showing it was still being sold as late as 1959. This longevity speaks to the enduring charm of the fragrance, which continued to captivate generations with its blend of citrusy bergamot and lemon, herbal notes of clary sage and lavender, and the earthy richness of oakmoss, cedarwood, and vetiver. Its discontinuation marked the end of an era for aficionados who cherished its evocative journey through Scottish landscapes, forever leaving an indelible mark on the annals of perfumery history.
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