For no apparent reason, I have this Aviance perfume jingle rolling around my brain. Are you with me, daughters of the ‘70s?
You remember: “I’ve been sweet and I’ve been good/I’ve had a whole full day of motherhood/ But I’m gonna have an Aviance night!” She’s shucking off her dish gloves and yanking off her bandana... and a few spritzes later...
...she’s fragrant and ready for this guy. Because Aviance.
Aviance... by Prince Matchabelli (someone pls check his royal lineage.) So turns out this $2 million ad campaign in 1975 was the brainchild of a woman-run ad agency headed by Mrs. Lois Geraci Ernst (“As far as I know Ms. stands for manuscript and I'm a wife”, she told @nytimes.)
Said Mrs. Ernst: “At least 90 per cent of the women in the United States are very, very proud of being women. They don't identify with women libbers in any way except maybe the concept of equal pay for equal work.”
“The agency head said her group is at present doing a ‘Libagraphic Profile’ to identify the women's lib movement, concerning membership and advertising importance. Based on initial scanty returns her advice to most advertisers would be ‘to ignore’ the women's lib market.”
(Love this detail: “The spot will first be shown on the opening of the ‘Cher Show’ on television this fall.”) nytimes.com/1975/08/20/arc…
Just two years later, 1977 Aviance lady has an office job! Don’t worry, she’s still “good and sweet” but now she’s had a long hard day and boy, she’s beat.
Not to worry. Glasses off, hair down, blouse loosened, Aviance spritzed...
...She’s ready for this guy. (Did you notice? She’s NOT WEARING A WEDDING RING.)
Also, now I remember why I have this jingle stuck in my brain: I just had AVIANCE on my #Scrabble rack. (And no, it’s not legit.) /
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