Well, it is time to reacquaint yourself with Coty L’Aimant.
This delicate floral aldehyde (more on them later!) fragrance does have that oldie-worldie, vintage, like your granny’s bedroom smell about it – but in a good way!
L’Aimant is a play on words, meaning both ‘Loving Her’ and’ The Magnet’ in French, and of course cleverly insinuates that it is a scent which emits such magnetic powers, others will fall helplessly in love with the wearer!
It was created by nose Vincent Roubert in collaboration with François Coty, and launched in 1927, and was an instant success.
Aldehydes are a synthetic component, used for the first time by Ernest Beaux in his formula for Chanel No5. In that scent they are accompanied by rose and jasmine. The fragrance of aldehydes is pure and fresh, like clean linen, perhaps.
What L’Aimant has, therefore, is that fresh, soapy scent Chanel No5 is renowned and loved for. As well as the aldehydes, Coty has top notes of bergamot, neroli and peach. It’s heart is geranium, rose, orchid, jasmine and ylang-ylang, it’s base vetiver, musk, vanilla, sandalwood, tonka bean and cedar.
The original L’Aimant was discontinued at some point, this newer version is true to the original, and is an easy to wear, subtle, floral perfume with those crisp aldehydes cutting through the heavy musk to leave a soft, yet creamy scent on the skin.
The bottle is a lovely simple, Art Deco style , and as we ramp up to the release of Baz Luhrman’s film version of The Great Gatsby in May, anything with an Art Deco vibe will be in trend, so this scent may see some resurgence!
Throughout March and April, spend £10 on Coty L’Aimant Parfum de Toilette Spray and you will receive either a L’Aimant Scented Candle, or Compact Mirror as a gift. The spray comes in three sizes – 15ml, 30ml, 50ml, and costs from £8 to £15, at Boots nationwide.
And this is a brilliant ad from British Vogue in 1965. Coty L’Aimant… Helen launched a thousand ships – L’Aimant will do the same for you! Try it!