Word: jovan
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Dates: during 1970-1979
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...JOVAN D. SAVICH Chicago...
...word, strong. "The scent will stay with you maybe four days," promises-or threatens-Bernard Mitchell, president of Chicago's Jovan, Inc., one of the biggest manufacturers. "It doesn't wash off when you swim or bathe." Its lasting quality has long made it a fixative for other perfumes, but till now its strong odor ruled it out as a separate scent...
...have to admit we were taken completely by surprise," confesses the firm's president, Ralph Taylor. He and other manufacturers set to bottling the stuff, and sales of the fragrance, which retails at about $5 per half-ounce, are now estimated at $1,000,000 per month. Reports Jovan's Mitchell: "J.C. Penney, Bergdorf Goodman's-they all want musk...