Platine by Dana c1938

Platine by Dana was launched in 1938 in France and reached the U.S. by 1939. The name Platine (pronounced pla-teen) comes from the French word for platinum, a precious metal known for its rarity, strength, and gleaming silvery-white appearance. By choosing this name, Dana aligned the fragrance with the luxury and exclusivity that platinum represents. The bottles themselves were designed to reflect this, with silvery foil flakes floating inside, mimicking the brilliant, refined qualities of platinum. This choice of name and packaging subtly communicated the fragrance's elegance, sophistication, and the high status associated with platinum.

But why would Dana choose platinum as an inspiration for a fragrance? Platinum, by its very nature, is rare and valuable, making it a fitting metaphor for a perfume meant to evoke a sense of luxury. At the time, platinum was often associated with wealth, power, and the elite, making it an aspirational element for those who sought a touch of opulence. Platinum jewelry reached its zenith during the Art Deco era. The word Platine itself evokes images of cool, gleaming surfaces, precious metals, and rare beauty, all qualities that would be desirable in a fragrance. Platinum's high value also made it an ideal symbol for a fragrance meant to appeal to the sophisticated, well-heeled women of the time. In Spanish-speaking countries, the fragrance was released as Platino, reinforcing its precious connotation.

The late 1930s and early 1940s were times of upheaval and transition, as World War II loomed on the horizon and Europe was in turmoil. For women, fashion was shifting from the extravagant styles of the late 1920s and early 1930s to the more restrained, practical outfits of wartime, but there was still a desire for luxury and escape through beauty products. The allure of a fragrance named Platine would have offered women a way to maintain a sense of glamour, sophistication, and escape, even in a world filled with uncertainty. Perfumes like Platine allowed women to connect with a sense of femininity and elegance, even in the midst of challenging times.

20 Carats by Dana c1933

First introduced in 1933, 20 Carats emerged as a follow-up to Parfums Dana's groundbreaking debut fragrance, Tabu, launched just a year prior. The name "20 Carats" evokes a sense of rarity, opulence, and unparalleled quality, referencing the term used to measure the purity of gold or the weight of gemstones. Derived from the French word "carat" (pronounced "kah-rah"), the name would resonate with sophistication and luxury, suggesting a fragrance of exceptional value. For Spanish-speaking markets, the name was translated as 20 Quilates, aligning with the local term for carats. Some bottles bear the dual or even triple branding of 20 Carats-20 Quilates-20 Ks, reflecting the global reach and multilingual adaptability of the fragrance.

The name "20 Carats" evokes images of gleaming gold, sparkling gemstones, and timeless elegance. It conjures emotions of aspiration and indulgence, offering a touch of refinement in a turbulent era. Launched during the depths of the Great Depression, the fragrance offered a slice of escapism and a promise of luxury during a time defined by economic hardship. This was the period of the early 1930s, characterized by a stark contrast between austerity and the enduring allure of glamour. Despite the financial strain, women clung to beauty and fashion as expressions of hope. Hollywood’s Golden Age popularized sleek gowns, fur accents, and intricate accessories, fueling the desire for affordable luxury like an elegant fragrance.

To women of the time, 20 Carats symbolized sophistication, aspiration, and confidence. Perfumes were an accessible indulgence, allowing women to express their femininity and individuality, even amid societal struggles. A name like "20 Carats" suggested not only beauty but also resilience—a sparkling reminder of one’s intrinsic worth.