Rusé by Corday, launched in 1966, is a fragrance that carried an air of sophistication and allure, aptly named to reflect the complexity and intrigue of its composition. The word “Rusé” is derived from French, where it means "cunning," "foxy" or "sly," often evoking a sense of cleverness or playful mystery. Pronounced "roo-zay", it suggests someone who possesses a certain charm and subtlety—perhaps even a hint of mischief. In layman's terms, you could think of the word as invoking someone who is both clever and seductive, someone who moves through life with a certain grace and intelligence that draws others in without them fully realizing it.
When this fragrance debuted in the mid-1960s, the world was in the midst of significant social and cultural change. The post-World War II era had given way to the optimistic, fast-paced 1960s, a time of radical transformation in music, fashion, and social norms. Women were embracing greater independence, with the feminist movement gaining momentum and a new wave of fashion icons like Twiggy and Brigitte Bardot embodying bold, new expressions of femininity. The "mod" style, characterized by clean lines, geometric shapes, and daring color choices, was in full swing, as was a growing interest in youth culture and self-expression. In contrast to the elegant but restrained femininity of the 1950s, the 1960s were about breaking boundaries—whether in fashion, music, or attitudes.
Given this context, Rusé would have been an evocative choice of name for a fragrance targeted at women during this time. The word itself—implying something a little elusive, a little sly—likely resonated with the modern woman of the 1960s, who was asserting her autonomy and embracing a new sense of power and agency. The perfume's name would have felt contemporary, aligned with the era's emphasis on playfulness, self-assurance, and a certain enigmatic charm that women of the time were increasingly embracing. It was a name that suggested both sophistication and intrigue—perfect for a fragrance that combined freshness with depth, floral notes with earthy richness, and an underlying complexity.