The Nose Knows

Not Your Mother's Shalimar

There’s a new lady in town, and her beauty won’t stay bottled up for long.

Recently unveiled Shalimar L'Essence Eau de Parfum Intense features 

modern golden lettering and a vanilla-drenched profile. 

Eau de Parfum bottles from $115.

BY ALICE GARBARINI HURLEY

Shalimar, the storied French fragrance that has captured hearts and gazes since 1925, was the guest of honor in the Waldorf Astoria on January 31. To fete its 100^th birthday, a rejiggered version of the scent favored by screen sirens Marilyn Monroe and Rita Hayworth was uncapped, passed hand to hand, sprayed and sniffed in the hotel’s new fifth floor Guerlain Wellness Spa.

A clutch of 56 guests of Sniffapalooza, the fragrance fan group founded in 2004, were there to meet and greet the icon's little sister, while sipping mimosas and nibbling on macarons in pastel pinks and greens. Many purchased bottles of both the original and new formulas from the gilded Guerlain boutique on site. Some had loved Shalimar since their late teens, when their mothers gifted them a bottle, a sign that they were finally women. The classic, time-tested Eau de Parfum starts at $110 a bottle.

“Shalimar was independence for women,” said Lee Davidson-Xhakollari, Guerlain Manager of Education. In the 1920s, women were cutting their hair shorter and swingy, freer flapper styles were emerging.

Shalimar introduced the first footed perfume bottle, on a pedestal, with a fluted "batwing" design and signature blue fan-shaped Baccarat Crystal stopper.

The glamorous crystal stopper is now a thing of the past, 

though a blue cap, batwing shape and pedestal remain.

Vintage bottles, like this one from the 1940s or 1950s, are collectibles. 

Image from GoldenAgePerfumes on Etsy.

Shalimar perfume history started with Shah Jahan, the 17th century Mughal emperor of India, who was mourning the death of his beloved wife, Mumtaz Mahal. He built the Taj Mahal and the royal Shalimar garden in her honor as a timeless tribute to their love. Inspired by this story, Jacques Guerlain created the sensual, opulent scent with woody, sweet and floral components. The blue, fan-shaped bottle topper is said to be inspired by silverware owned by the Guerlain family.

On Saturday, guests passed around the footed and still sapphire-blue capped bottles, waving their wrists, or Guerlain paper cards, for first and second impressions. The intense eau de parfum “celebrates vanilla in every form,” according to Guerlain, incorporating precious Madagascan vanilla tincture. The “floral heart" blends bergamot with rose absolute and iris.  

“I like the original Shalimar better,” said veteran sniffer Judy Davis of New York City. "But," she cautioned, "you can’t buy a perfume online. I never have. You have to smell it.” 

Snowy Morning at the Waldorf

The group included “noses” who had traveled from Poughkeepsie, Philly or other parts of NYC. 

“This event sold out in six hours,” said Karen Dubin, founder and CEO of the fragrance group, “with a waiting list of 30.” She has collected scents since age 6 (Arpège by Lanvin) and has over 2,000 in her New York apartment. The original Shalimar “was too cloyingly sweet” for her. But the new Shalimar L'Essence Eau de Parfum Intense? “I’m wearing it and can’t stop wearing it,” Dubin said. She plans to wear it for cocktail parties.

You will have to mist your wrist and decide for yourself.

Sniffapalooza hosts several events a year, in places from far-flung Provence lavender fields to bespoke boutiques, including Frédéric Malle on Madison Avenue and Hermès. In the Waldorf Astoria lobby, a second Guerlain Boutique is fully stocked with fragrances, makeup (KissKiss Bee Glow Hydrating Tinted Lip Oil in a lavender look, anyone?) and refillable candles, right near the historic Peacock Alley Bar.