Jacques Fath's Green Water, launched in 1947, evokes a sense of fresh vitality and natural elegance, a fitting choice for its post-war debut. The name "Green Water" itself conjures images of pristine, verdant streams or tranquil pools surrounded by lush foliage. It suggests a refreshing and invigorating experience, akin to the purity and renewal one might find in nature. This term immediately brings to mind the vibrant green of new leaves and the cool, rejuvenating touch of water, resonating with both visual and tactile imagery.
The concept of "Green Water" in fragrance terms translates into a scent that is both crisp and invigorating. The term implies a fragrance characterized by a fresh, green quality combined with the clean, aqueous notes of water. For the 1940s audience, this would be interpreted as a modern, sophisticated choice, reflecting a preference for freshness and vitality in contrast to heavier, more opulent scents that dominated earlier decades.
During this era, the perfume market was evolving rapidly. The end of World War II marked a period of renewal and optimism, influencing both fashion and fragrance. Green Water’s classification as an aromatic hesperidic green floral fragrance for men was innovative. It embraced the crisp, citrus-forward notes typical of hesperidic fragrances while incorporating a green floral heart—a departure from the heavier, more traditional scents prevalent at the time.
