Area 4

The backwardness of Europe due to the Second World War was evident, and it was now the American model that marked the patterns of consumptionin the fifties and sixties.

France had lost its absolute hegemony as the producer of perfume, but it still conserved all its glamour. In the Westernworld, perfume was now an affordable product, a daily commodity. The names of the perfumers and glass artists were now hidden behind the brands.

This marked the beginning of the authentic reign of the corporate image.