L'Heure Attendue by Jean Patou c1946

L'Heure Attendue by Jean Patou was launched in 1946, a period marked by the aftermath of World War II and the liberation of Paris from Nazi occupation. The name "L'Heure Attendue," which translates to "The Awaited Hour," encapsulates the collective sigh of relief and the deep sense of anticipation that characterized the end of the war. The years of occupation were filled with fear, deprivation, and resilience, and the liberation brought a renewed hope and a longing for peace and normalcy. In this context, Jean Patou's choice to name the perfume "L'Heure Attendue" was deeply symbolic, reflecting a momentous turning point and the joyous expectations of a brighter future.

The name "L'Heure Attendue" makes a fitting choice for a perfume because it evokes a sense of anticipation and fulfillment, emotions that resonate with many people. After years of hardship, the end of the war represented a long-awaited promise of better times. The perfume, with its evocative name, would have appealed to those who had endured the war, offering them a fragrant symbol of hope and new beginnings. The name itself suggests a milestone, a moment of triumph, and the culmination of enduring patience and hope.

"L'Heure Attendue" would have resonated with individuals who experienced the war firsthand, particularly those in Europe who lived through the occupation and its aftermath. These individuals would likely respond to the perfume with a mix of nostalgia and relief, finding solace in its scent as a reminder of the long-awaited peace. The perfume would also appeal to those who admired the resilience and spirit of the French people during the war, offering a connection to this pivotal moment in history.

This type of perfume would be most popular in regions deeply affected by World War II, especially in Europe. However, its universal themes of hope and renewal could make it appealing worldwide, particularly in countries that were allies during the war. The perfume's name would evoke images of celebration, liberation, and the promise of a new era. Emotions of joy, relief, and optimism would be stirred, as well as a deep appreciation for the sacrifices made to achieve this long-awaited moment.

The name "L'Heure Attendue" is unique for a perfume, as it captures a specific historical context while also embodying timeless themes of anticipation and realization. It would be interpreted as a celebration of a long-awaited event, making it both a historical homage and a universally relatable concept. This duality adds to its charm and appeal.

Jean Patou's Parfum-Colognes

In 1936, Jean Patou introduced their versions of eau de cologne, which they dubbed "Parfum-Cologne". It combined the refreshing quality of eau de cologne with the long lasting tenacity of a parfum.

It was recommended for daytime or evening use during the summer to help refresh and cool the body. Meant to be splashed lavishly after a bath or shower to help keep you smelling great and abandon the heavy perfumes to winter.

Originally it was only a splash on fragrance, but in the late 1960s, it also was expanded into a spray form as well.

Parfum-Cologne was still available in 1983 in the Caline scent.

Over the years, the Parfum-Colognes were available in the following scents:

• L'Heure Attendue
• Moment Supreme
• Cocktail Dry
• Amour Amour
• Colony
• Caline

The oldest bottles, dating from the 1930s-1940s, are columnar in shape with arched shoulders, they are simply marked "Jean Patou" on the base and are fitted with ground glass stoppers. They feature paper labels and a strip like paper label along the bottom. These are packaged in plain white boxes with a single JP logo on the front.

c1949 ad showing glass stoppered bottles

The slightly later columnar bottles, dating from the 1950s -1960s have "Jean Patou Bottle Made in France" and some numbers on the base and are fitted with plastic screw caps. Early bottles (1950s-still being used in 1959) have black screw caps. They feature paper labels and a strip like paper label along the bottom, though the strip label was later discontinued. Some of these may have a small round paper label with the alcohol volume percentage on the lower back side.These are packaged in white boxes with an all over JP logo pattern.

c1961 ad showing black plastic caps

In the 1960s, just before the changeover to a new bottle style, the columnar bottles were fitted with gold plastic screw caps and housed in white boxes with simple lettering in a square frame on the front. These bottles still have a paper label on the front and may have a small round paper label with the alcohol volume percentage on the lower back side. The base of the bottle is molded with "Jean Patou Bottle Made in France".You may find some of these newer bottles in the old JP logo boxes as old stock was used up.

The newest bottles, used from the 1960s-1980, are squat, oval shaped with screw caps or sprays and have the perfume name screen printed on the bottle. These are packaged in white boxes with gold lettering.

Available in 3.4 oz (100ml), 4 oz, 5.1 oz (150ml), 8 oz, 16 oz and 32 ounce sizes.

Tall columnar bottles:

Plastic caps:

• Ref. No. 128
• 6.8 oz bottle (Ref. No 130) stands 
• stands 4" tall
• 1.6 oz 
• 4 oz bottle stands 4.5" tall (plastic cap)
• 5" tall
•  Ref. (No. 528)
• 3.5 oz bottle (Ref. No. 529) stands 5.5" tall
• (Ref. No. 530)
• Moment Supreme Ref. No 503 stands 6.5" tall (plastic cap)
• 6.8 oz stands 
• 7 1/3 oz stands 6.75" tall
• Cocktail Dry 8 oz stands 5.25" tall (plastic cap)
• Moment Supreme 8 oz stands 6.75" tall  (plastic cap)
• No. 4301 

Glass stopper bottles:

• stands 5.5" tall  (glass stopper)
• 8 oz stands 7" tall. (glass stopper)
• One litre bottle stands 11.5" tall.

c1950 Parfum-Cologne, photo by perfumeprojects

c1950-1960, photo by etsy seller ChiChiPerfumes

c1955-1960 Parfum-Cologne, photo by etsy seller eColognes

c1965-1970s Parfum-Cologne, photo by etsy seller thevintageretroshop