Ambush by Dana c1955

Launched in 1955, Ambush by Dana is a fragrance that stands out not only for its composition but also for its provocative name. The choice of the name "Ambush" is intriguing, as it evokes strong imagery and emotions. The word "ambush" is derived from the French word embuscade, which refers to a surprise attack, often sudden and unexpected. The term carries a sense of stealth, tension, and unpredictability. It conjures images of something hidden, poised to strike, which contrasts with the more traditional, romantic names often chosen for perfumes. By naming their fragrance Ambush, Dana may have been looking to evoke a sense of allure, mystery, and sudden intrigue, inviting the wearer to embrace a bold and unexpected persona.

The 1950s was a transformative decade in many ways, particularly in the realms of fashion, culture, and perfume. It was a period marked by post-war optimism, the rise of youth culture, and an era of conspicuous consumption. This time was characterized by a resurgence of femininity in fashion, with Christian Dior’s "New Look" (1947) continuing to dominate the style of the early 1950s—full skirts, fitted waists, and an emphasis on hourglass silhouettes. Women’s clothing, though elegant and refined, began to evolve as the decade wore on, with designers like Pierre Cardin and Jacques Fath introducing more youthful and casual styles that embraced the growing demand for more freedom in movement and expression.

Emir by Dana c1935

Emir by Dana was launched in 1935 in France, a decade defined by the pursuit of elegance and escape. The world was still in the throes of the Great Depression, and the opulent fantasy of the East captivated the imagination of the West. Perfume houses, ever attuned to cultural fascinations, often turned to exoticism to craft fragrances that transported the wearer to distant lands of wealth, intrigue, and splendor. Emir was Dana’s answer to this longing for luxury—a scent steeped in mystery, inspired by the grandeur of the Persian courts, and designed to evoke the golden age of perfumery.

The name Emir was a deliberate and evocative choice. Derived from Arabic (أمير, pronounced “ay-MEER”), the word means “prince” or “commander.” It carries connotations of nobility, power, and a lineage of rulers who presided over grand courts filled with silks, jewels, and, most importantly, exquisite fragrances. Dana’s founder, Javier Serra, understood that perfume was more than a scent—it was a gateway to fantasy. A 1949 newspaper article recounted how Dana sought inspiration in the courts of Persian Emirs, where perfume was not merely a luxury but a treasure, a gift worthy of royalty. It was whispered that a fragrance bearing the Emir’s name could work magic, weaving an aura of enchantment around its wearer. "You can almost believe, as you wear the Emir’s perfume, that at night—anything can happen."

Women of the United States had to visit Cuban shops in order to obtain the perfume, which was unavailable in America at that time. By the time Emir was introduced to the American market in 1939, the world had endured the devastation of the Great Depression, which ushered in a period of both uncertainty and hope. Women, many of whom had to economize or do without, hungered for beauty, for indulgence, for the ability to dream again. A perfume named Emir would have embodied these desires, offering a touch of the exotic, a return to old-world grandeur, and a sense of opulence that had been missing for years.

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.