OKADI.com for another view of this 1973 magazine advert.
So do you remember this one?? I've been thinking about it for years. We used to wear MF Green Apple so much back when I was a pre-teen! The apple shaped decanter- in frosted or clear glass, depending on the size you bought- is so iconic and the grass tinted juice inside it was- fantastic. Back in the 1970s, that Green Apple bottle sat on so many American girl's vanities. You may be thinking that one of Donna Karan's very very similar (and I'd have to say, nearly outright copy-cat) Delicious scents would be an acceptable substitute.
You might ask yourself why you hardly ever find mention of this scent today- really, it's vanished so completely that to some of us, it had seemed like a fantasy scent; as if perhaps we'd all shared the same young-girl's fever dream... But no, it was a real scent and it was a Max Factor creation. It was so easy to wear, so natural- it was exactly right for a young girl. So where did it go? This stupid little cologne actually accomplished a pretty rare thing for a perfume back then- more like a modern day body spray with a good 3 to 4 hour sillage- it was light and tenacious- and wearable for so many. And you could reapply and reapply without ever overdosing on it. I believe unlike so many perfumes that languish, most of the bottles that were produced were sold and quickly consumed.
Why didn't Max Factor like Green Apple? It seemed to fit in with their attempt to update their image in the 1970s, as with their Organics Line... But in the end and at the time it was just marketed too young, I believe. After all, I was able to buy bottle after bottle just on my allowance and meager babysitting earnings; it's price-point was much lower than Max Factor's other perfume offerings of the same time. So that's one thing.
And Max Factor was changing rapidly in the 1970s. The third and final generation of original Factors had gotten out of the business to pursue their own interests, and the company was now being run more and more by and like a machine. At the time, Green Apple was almost a novelty. It had a limited appeal (only because of the marketing!) and in the end the almost hippie, natural vibe did not fit well with the rest of Max Factor and their Make-Up for Movie-Stars image. While Max Factor never really got a toe-hold in the youth market other players, Love's Baby Soft line of colognes, as well as Avon and Bonnie Bell, would dominate the growing scene of cosmetics aimed at young American girls.
In any case Green Apple has become incredibly rare at this point- and it surely deserves a special mention here at the Vintage Perfume Vault for its well deserved cult status. I sure do wish I would have saved that last bottle of mine that I lugged around in my purse back in junior high... It's the time of year, I suppose- still summer but with fall drawing nigh- that's gotten me in the mood for this spectacular scent from yesterday!
The Vintage Perfume Vault, where the scent of yesterday's vogue lives.
note: I'm not posting image references here anymore. If you look at my html text you will see that I tag the reference site source to the image in the photo title, which I've been doing for quite awhile. Let me know if you want a specific reference.