The company wanted to dispel rumors that the perfume had been discontinued during the war and was being revived so they entered a fabulous marketing blitz for the Shanghai perfume. The theme was China's Autumn Festival and began in mid September and was concluded in November 1947. Long-range planning, careful coordination, and imaginative exploitation of color and atmosphere were the management factors blended by Lentheric, Inc. The theme was exploited in window displays, advertising, publicity, radio and in personal appearances in retail outlets by Chinese American film actress Anna May Wong. Anna May Wong worked as a spokesmodel for the Shanghai perfume and gave personal appearances in retail outlets . As part of the publicity campaign, Wong gave lectures on “Chinese Beauty Customs” in places such as New York's Plaza Hotel and Stern Brothers department store. The promotional tour included 20 different stores.
Each store was presented with a "Shanghai yellow" portfolio tied with tassels decorated with Chinese coins. It contained separate envelopes of tortoiseshell paper in different colors in which were sets of materials for the guidance of the merchandising manager, advertising manager, display manager, and toilet goods buyer.
Big stores participating in the Shanghai perfume promotion made colorful displays in the Chinese theme. Stern's New York, centered their window on a Chinese mannequin posed against yellow curtains. Stores handed out small cut out flyers in the shape of the Shanghai perfume bottle along with programs in black with yellow cord and tassels, and with the Chinese symbol for "good luck" in the upper corner. A tiny gift vial of the perfume was mounted on a replica of the card.
Also featured in the tour were fashion shows. Mabley & Carew's style show at the Hotel Netherland Plaza introduced the Shanghai perfume amongst Oriental blue, red, yellow an dpurple colored fashions. Vases of golden chrysanthemums flanked the rostrum to augment the Oriental motif. Highlighting the presentation was a unique theatrical skit combining stylized gestures and nostalgic poetry, "The Princess," interpreted by Anna May Wong.
So what does it smell like? It was a floral oriental perfume. In a 1938 newspaper article it was described as "a very suave perfume, a natural affinity for furs, woolens, cold weather, grand for brunettes, and having a warm fragrance...the haunting mystery of the East...subtle and exquisite delicacy of modernized oriental fragrance."
I am using a vintage 1940's Shanghai perfume nip to review this perfume, and I detect soapy aldehydes in this example, which were probably not used in the Coeur de Paris version. This is a beautiful perfume, very powdery, herbal and spicy with the amber and aldehydes, I also think I detect bee pollen.
I just tested a small amount on my skin from another sealed vintage perfume nip that is over 60 years old. The perfume at first smells aldehydic, pungently citric, a cross between Avon's Skin So Soft and Old Spice, geranium and lavender shine through. It lasts fairly long, spicy and herbal on a warm, woody, musk laden base.
On paper, the perfume is extremely mossy, with only a short breath of the flowers, I feel that only on the skin does the super sweet gardenia and tuberose blend become very apparent and much more enjoyable.
Etude, 1938:
Cute mini perfume, rectangular shaped clear glass bottle, molded with vertical lines, gold ball screw car. Yellow presentation case and label. Bottle stands 2 1/4" tall and was used for other perfumes.
Discontinued, date unknown.
Fragrance Composition:
So what does it smell like? It was a floral oriental perfume. In a 1938 newspaper article it was described as "a very suave perfume, a natural affinity for furs, woolens, cold weather, grand for brunettes, and having a warm fragrance...the haunting mystery of the East...subtle and exquisite delicacy of modernized oriental fragrance."
I am using a vintage 1940's Shanghai perfume nip to review this perfume, and I detect soapy aldehydes in this example, which were probably not used in the Coeur de Paris version. This is a beautiful perfume, very powdery, herbal and spicy with the amber and aldehydes, I also think I detect bee pollen.
- Top notes: aldehydes, bergamot, cinnamon, hyacinth, clove, citronella
- Middle notes: carnation, jasmine, Bulgarian rose, geranium, lavender, spices
- Base notes: frankincense, cedarwood, tonka, vetiver, oak moss, myrrh, benzoin, amber, musk, sandalwood
I just tested a small amount on my skin from another sealed vintage perfume nip that is over 60 years old. The perfume at first smells aldehydic, pungently citric, a cross between Avon's Skin So Soft and Old Spice, geranium and lavender shine through. It lasts fairly long, spicy and herbal on a warm, woody, musk laden base.
On paper, the perfume is extremely mossy, with only a short breath of the flowers, I feel that only on the skin does the super sweet gardenia and tuberose blend become very apparent and much more enjoyable.
A 1936 ad reads:
"New fragrance Shanghai, a gift that is refreshing. Many women like a spicy and gay fragrance and this perfume is as merry and gay as the Christmas season."
Etude, 1938:
"They are all there in Lentheric's magnificent perfume Shanghai. In direct contrast is Lentheric's A Bientot ('till we meet again), a light, gay, refreshing, free, playful fragrance, full of youth and expectancy, midsummer floral odors for you."
L'Amour de l'art, 1950:
"Shanghai by Lentheric: The warmth of this perfume half-opens the door to the Orient. It is a bold chypre with noisy and melodious notes like Chinese 'kuan-tzèn'."
Bottles:
Clear crystal bottle, in the stylized shape of an ancient Chinese incense burner, with crystal inner stopper and amber bakelite over cap. This bottle came in several sizes: 1 oz
Clear crystal bottle in the stylized shape of an ancient Chinese incense burner, slightly different than the one shown above. Inner glass stopper and frosted glass over cap. Half ounce bottle stands 1 5/8" tall. one ounce bottle stands 2 1/2" tall.
Art Deco bottle with stepped frosted glass stopper. Bottle stands 3 1/8 inches tall by 2 3/8 inches wide. This bottle was used for other perfumes.
Fate of the Fragrance:
Discontinued, date unknown.
Shanghai was discontinued some time in the mid 50's. It was my mom's favorite, first given to her by my dad. She hoarded the last bottle, using it only for special occasions. Then quite by accident she purchased a box of tubule samplers of various expensive perfumes, and there were four of Shanghai in it. She saved those last bits for their next anniversaries, and then it was gone for good.
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