Toodle-oo by Corday c1924

The perfume "Toodle-oo" by Corday was launched in 1924, a time marked by significant cultural and social changes, especially in the Western world. This period, known as the Roaring Twenties, followed the end of World War I and was characterized by economic prosperity, technological advancements, and a general sense of liberation and modernity. The post-war economy was booming, leading to increased consumerism and the rise of a new middle class with disposable income. Technological innovations such as automobiles, radio, and cinema were becoming widely accessible, transforming daily life and entertainment. The Jazz Age flourished, with jazz music and dance halls gaining popularity, embodying the era's spirit of breaking away from past conventions. Women gained the right to vote in many countries, including the United States in 1920, and the flapper fashion symbolized a break from traditional norms, embracing shorter skirts, bobbed hair, and a more carefree lifestyle.

"Toodle-oo" is derived from the French phrase "à tout à l'heure," meaning "see you soon." The term has a light-hearted, whimsical sound, evoking a sense of playfulness and casual farewell. Given its French origin, the name would also carry a certain sophistication and elegance, appealing to the cosmopolitan sensibilities of the time. The 1920s saw a surge in travel due to advancements in transportation, such as automobiles and airplanes, making travel more accessible. The name "Toodle-oo" aligns well with the era's spirit of adventure and wanderlust, suggesting a sense of departure and anticipation of new experiences.

Blanche Arvoy's choice of the name "Toodle-oo" reflects the modern, liberated spirit of the 1920s, appealing to women who embraced new freedoms and lifestyles. The French connection would lend an air of elegance and charm, aligning with the fashion and cultural trends of the time. Women of the 1920s, particularly the flappers and those influenced by the new modernist trends, would likely respond favorably to a perfume named "Toodle-oo." It encapsulates the carefree, adventurous spirit of the age. The whimsical yet chic nature of the name would resonate with the fashionable, trend-conscious women who were eager to embrace products that reflected their new-found independence and modern lifestyles.

The name "Toodle-oo" for a perfume launched in 1924 is well-suited to the cultural and social context of the Roaring Twenties. It evokes playfulness, sophistication, and a sense of travel and adventure, all of which were highly appealing to the liberated, modern woman of that era. Blanche Arvoy's choice of this name would have resonated positively, aligning with the trends and attitudes of the time.

Fragrance Composition:

So what does it smell like? I have no published notes on this composition.

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Bottles:

The design of the "Toodle-oo" perfume bottle further enhances its whimsical theme. Presented in a charming egg-shaped glass bottle, fitted with a carved and hand-painted wooden bird as the stopper, the entire presentation evokes a sense of playfulness and elegance. The bottle, representing a bird on an egg resting in a nest made of real feathers, is both visually delightful and symbolically rich. It embodies themes of nature, rebirth, and flight – all of which align with the notions of freedom and new beginnings prevalent in the 1920s. This creative and detailed presentation would captivate consumers, adding to the perfume's allure and making it a desirable luxury item. Priced at $6.95 in 1925, it was positioned as an affordable yet sophisticated indulgence, appealing to the sensibilities of a burgeoning middle class eager to express their style and sophistication.

The photo above depicts the "Toodle-oo" perfume bottle, an exquisite egg-shaped glass container that originally featured a charming wooden stopper crafted in the shape of a bird. Although the stopper is now broken and the delicate nest of real feathers that once cradled the bottle is missing, the bottle itself remains an elegant testament to its whimsical design. Standing at 11.5 cm tall, the bottle exudes a blend of sophistication and playfulness that perfectly captures the essence of the 1920s. This photo is part of the collection at the Maggie L. Walker Museum, preserving the historical and artistic value of this unique piece.

Fate of the Fragrance:

"Toodle-oo" by Corday is a perfume whose name, design, and marketing perfectly capture the spirit of the Roaring Twenties. Its playful and sophisticated name, derived from a popular musical, combined with an enchanting bottle design, reflected the era's themes of freedom, adventure, and modernity. Blanche Arvoy's choice to name her perfume "Toodle-oo" and present it in such a whimsical and elegant manner would have resonated deeply with the women of the time, who were embracing new roles, fashions, and lifestyles. This thoughtful and culturally aligned approach ensured that "Toodle-oo" stood out as a beloved and iconic product of its time. Although the exact discontinuation date is unknown, "Toodle-oo" continued to be sold until at least 1929, indicating its sustained popularity throughout the decade.