Moroccan Rose by Tuvache c1940

In 1940, the launch of "Moroccan Rose" by Tuvaché coincided with a period of significant cultural fascination with exoticism and oriental influences in perfumery. This era was marked by a romanticized view of distant lands, spurred on by increased travel, literature, and art depicting faraway places. Morocco, in particular, held allure with its rich history of trade, spices, and vibrant landscapes.

The connection of roses to perfumes dates back centuries, as roses have been prized for their delicate fragrance and symbolism of love and beauty. Moroccan roses, specifically, are renowned for their deep, rich scent, often described as spicy and slightly fruity due to the region's unique climate and soil conditions. This distinctiveness made Moroccan rose oil a coveted ingredient in perfumery, adding an exotic allure to fragrances.

Bernadine de Tuvache likely chose the name "Moroccan Rose" for its evocative power. The name conjures images of lush gardens, desert landscapes, and the vibrant markets of Morocco. It promises a sensory journey through the aromatic essence of Moroccan roses, capturing the essence of romance and adventure.

"Moroccan Rose" would be a fitting name for a perfume because it taps into the desire for escapism and sensory exploration that was prevalent during the 1940s. It appeals to individuals seeking sophistication, elegance, and a touch of the exotic in their fragrance choices. The name suggests a perfume that is both luxurious and culturally rich, appealing to those who appreciate craftsmanship and the art of perfumery.

Those who related to a perfume called "Moroccan Rose" would likely respond with intrigue and a sense of indulgence. They would expect a fragrance that transports them to a distant land, offering a sensory experience that combines floral sweetness with the spice and warmth associated with Morocco. The scent would evoke feelings of nostalgia, mystery, and perhaps a touch of sensuality, appealing to those who appreciate nuanced, evocative fragrances.

The name "Moroccan Rose" evokes images of sun-drenched gardens filled with blooming roses, bustling souks adorned with colorful spices, and the enchanting allure of Moroccan culture. It suggests a perfume that is not only beautiful but also carries a story of exploration and discovery, resonating with individuals who seek sophistication and a connection to the exotic.

In 1946, Tuvache's perfumes were sold in dram form (1/8 ounce), adjusted calculated inflation prices for 2024 are shown in parenthesis.

• Zezan sold for $12 a dram ($207.08)
• Sumatra sold for $7.00 a dram ($120.80)
• Moroccan Rose for $3.50 ($60.40)
• Gardenia for $2.00 ($34.51)
• Violet for $2.00 ($34.51)
• Tuvara for $2.00 ($34.51) 
• Arabia for $2.00 ($34.51)

Fragrance Composition:

So what does it smell like? It was a sharp, heavy, rosa damascena soliflore perfume, sweet as honey yet dry and a bit spicy.

• Top notes: bergamot, pepper, cardamom, linaloe, cassie, rose geranium, orange blossom
• Middle notes: damascena rose absolute, jasmine, tuberose, orris
• Base notes: cedar, ambrette, patchouli, spices, sandalwood, vanilla, ambergris, civet, tolu balsam, guaiac wood, musk, tonka bean, labdanum, benzoin

 

Scent Story:

In the elegant halls of Neiman Marcus, the atmosphere was transformed into a sanctuary of scent and sophistication as Madame Bernadine Tuvache unveiled her latest olfactory creation, "Moroccan Rose." The perfume department bloomed with the presence of fresh damascena roses, their delicate petals whispering tales of distant lands and exotic allure. Each bloom seemed to echo the essence of Tuvache's inspiration—a dedication to roses cultivated for their fragrance alone, especially those found in the sun-drenched gardens of Morocco.

Stepping into the event, I saw a spectacle of luxury and refinement. The room was adorned with displays showcasing the jewel-like bottles of "Moroccan Rose," each one a testament to the craftsmanship and artistry behind the fragrance. The packaging shimmered with hints of Moroccan design, enticing guests to explore further. The bottles themselves, square shapes with their glass stoppers and crystal clear glass, invited touch, promising a tactile experience as luxurious as the scent within.

The air was a tapestry of sensory delights. I closed my eyes briefly, inhaling deeply. There it was—the perfume's signature scent, a sharp yet inviting blend that unfolded with layers of complexity. At first, the bergamot and spicy pepper teased the senses, followed by the warm embrace of cardamom and the earthy allure of linaloe and cassie. In the heart of the fragrance, the damascena rose absolute reigned supreme, its sweetness reminiscent of honey yet tempered by a dry, spicy undertone that spoke of distant deserts and sun-soaked blooms. Surrounding it, jasmine and tuberose added their floral elegance, while orris contributed a powdery softness that balanced the composition.

The base notes anchored the perfume with a lingering sophistication. Cedar and sandalwood imparted a woody richness, while ambergris and musk added a touch of sensuality. Vanilla and tonka bean provided a sweet warmth, harmonizing with the smoky nuances of guaiac wood and the resinous depths of labdanum and benzoin. It was a symphony of scents, carefully orchestrated to evoke images of velvet-clad evenings and the seductive allure of Moroccan nights.

Throughout the event, the sound of laughter and conversation filled the air, mingling with soft music that enhanced the ambiance of luxury and exclusivity. Madame Tuvache herself, radiant in her elegance, shared the story behind "Moroccan Rose." She spoke passionately of sourcing the rare and costly raw materials from around the world, emphasizing her dedication to quality and authenticity. Her words painted a picture of roses picked at the peak of their fragrance, chosen for their unparalleled sweetness and depth—a testament to the artistry and craftsmanship that defined her creations.

As guests mingled and explored, I couldn't help but reach out to touch the bottles once more, savoring the smoothness of the glass and the intricate detailing of the packaging. It was more than perfume; it was a sensory journey, a glimpse into a world where elegance and allure intertwined effortlessly. With each drop of "Moroccan Rose," one could embody Madame Tuvache's vision—captivating, sophisticated, and undeniably voluptuous, ready to conquer any velvet-clad evening with grace and allure.

Esquire, 1944:

"And African perfume in utterly different, never- to-be - forgotten odors such as "Algiers", "Moroccan Rose", heavily and sweetly scented; "Arabia", exotic and spicy. Bottles have labels of colored suede and are boxed in grass tied with raffia."

Glass Packer, 1949:

"Tuvaché's "prize package" has four one-ounce bottles of four different cologne fragrances and a half-dram sample of Moroccan Rose perfume. The bottles are supplied by Carr- Lowrey Glass Company, gold-color metal caps by Richford."

Harper's Bazaar, 1957:

"An exotic perfume — Tuvaché's "Moroccan Rose." sweet, lightly dry and perfect for holiday romanticism. 2 1/2 ounces, $55."

The New Yorker, 1958:

"Tuvaché is noted for single-flower scents that are as up-to-date as tomorrow's newspaper. Now four Tuvaché favorites are in cologne form in spray bottles —Moroccan Rose, Lily of the Valley, Lilac, and Violet; $5.50 at Saks."

Tucson Daily Citizen, 1958:

"One day we will have the Queen of Flowers..the Moroccan Rose..in full bloom for your nostrils to enjoy. There are hundreds of varieties, but Tuvache has chosen a species that grows only in Morocco, for its superb scent...sweet as honey yet dry and a bit spicy."

Vogue, 1963:

"For roses caught at the peak of their fragrance, roses raised for scent alone, there are these perfumes to think about: Joy by Patou, La Rose by Marcel Rochas, Moroccan Rose by Tuvache."

 Albuquerque Journal, 1965:

"Moroccan Rose, one might say, is the most serenely confident of all the flowers. More, Moroccan Rose is seductive - and one of the most perfect rose perfumes in the world - it smells like a rose. People honestly look around for the roses when you wear it. Tuvache uses, we are told, only roses from Morocco because they are sweetest and deepest in fragrance."

Bottles:

Moroccan Rose perfume, c1940s, photo by Deb at Luv Parfum

c1960, photo by ebay seller perfumepanache

Fate of the Fragrance:

The perfume in question, with its specific details of being discontinued with an unknown date and still being sold in 1970, hints at a product that transcended its initial market lifespan to maintain a presence well into the latter part of the 20th century. This longevity suggests a perfume with enduring appeal, cherished by a loyal clientele even after its official discontinuation.

During its active years, the fragrance likely garnered a dedicated following drawn to its unique blend and distinctive character. Perhaps it was celebrated for its timeless elegance, the sophistication of its composition, or the evocative nature of its scent profile. Such enduring popularity often stems from a fragrance's ability to resonate deeply with its users, becoming intertwined with personal memories and cherished moments.

The fact that the perfume remained available for purchase as late as 1970 underscores its continued relevance and popularity, despite shifting trends in the fragrance industry. Its presence on store shelves and in the hearts of perfume enthusiasts speaks to its enduring legacy, perhaps prompting nostalgic reflections among those who once wore it or appreciated its allure.

In the realm of perfumery, the story of a discontinued fragrance that persisted well beyond its initial release is a testament to its craftsmanship and the emotional connections it fostered. Whether it evoked a sense of glamour, romance, or sophistication, its longevity suggests that its essence continued to captivate and inspire, leaving an indelible mark on the olfactory landscape of its time.