Dana Perfume Tester Racks

Great looking tester racks for Dana perfumes, made up of black Bakelite. Perfumes shown are: Emir, Tabu, 20 Carats, Platine, and Ambush

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.

Tabu by Dana c1932

Javier Serra, the founder of Les Parfums de Dana, chose to name two of his perfumes—Tabu and Totem—after Sigmund Freud's influential work Totem and Taboo, published in 1913. Freud’s book explored the psychological and cultural significance of totems and taboos in primitive societies, proposing that these concepts were fundamental to human behavior and the development of social structures. By naming his perfumes after this provocative text, Serra likely sought to evoke a sense of mystery, depth, and primal allure. Totem and Tabu both suggest powerful, elemental forces—symbols of belief, taboo, and ritual—that could be associated with deeply ingrained human instincts. The choice of these names suggests that Serra wanted his fragrances to evoke complex, emotional responses, tapping into the subconscious and exploring the intersection of civilization and the untamed, the familiar and the forbidden. These names not only connected his perfumes to intellectual and cultural themes but also positioned them as bold and evocative offerings in the competitive perfume market.

Tabu perfume by Dana, a legendary creation born in 1932, is a fragrance that has captured imaginations and provoked curiosity for decades. Conceived by the master perfumer Jean Carles, Tabu was the result of a unique and bold challenge: to craft a perfume so sensuous and provocative that it could be described as "un parfum de puta," or a perfume that a prostitute would wear. This brief from Dana's creative team was not merely to shock or titillate but to explore and embody a scent of raw, unapologetic sensuality—a scent that defied conventions and embraced the allure of forbidden passion.

Jean Carles, renowned for his ability to blend unconventional notes into harmonious compositions, approached this task with his characteristic flair. The resulting fragrance, Tabu, is a testament to his artistry and daring vision.

The creation of Tabu as "un parfum de puta" was a bold and provocative move, one that challenged the norms of its time. It was not merely about creating a scent that was overtly sensual but about capturing the essence of uninhibited passion and desire. Tabu was designed to evoke a world of forbidden allure, a world where societal boundaries are blurred, and sensuality reigns supreme. It is a fragrance that invites exploration and seduction, a scent that has become iconic for its rich, intoxicating blend of florals, spices, and earthy notes.

In this guide, as we delve into the sensual world of Tabu, we are not just exploring a fragrance but also a piece of history—a symbol of daring creativity and the timeless allure of passion. Tabu continues to captivate and enchant, a true testament to the enduring power of scent and the artistry of Jean Carles. Whether you are new to this classic fragrance or a longtime admirer, Tabu offers an experience that is as rich and complex as the emotions it evokes.

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.