The Cherigan Paris 1929 fragrance brand was discovered by Luc Gabriel in 2016, 87 years after its launch and more than a half century after its demise. The name cheri, French for darling, and gant, French for glove, intrigued him. Cherigan was part of the Art Deco period, which Gabriel adores.
As the executive learned, the brand had created iconic perfumes such as Chance, Parisienne, Bleu Impérial and Fleurs de Tabac. It owned a store on Paris’ Champs-Élysées. In the U.S., Australia, and France, Gabriel found some vintage Cherigan bottles and sampled their scents.
In faraway lands such as Cuba and the U.S., Cherigan was highly regarded by jetsetters. The label went under in the 1960s, so Gabriel purchased the rights from various people before relaunching it in 2022.
It’s spreading to other domains. Beauty brands with a sense of place and history are becoming increasingly popular. Ditto for make-believe heritage brands emitting a true identity. Continue reading