La Danse des Parfums Lentheric, was an elaborate semi-classical dance program interpreting the leading Lentheric perfumes - Tweed, Shanghai, a Bientot, Miracle, Anticipation, Numero Douze, Carnation and Muguet, all within the span of one hour. The performances were a way to express the individuality and mood of each perfume employing a three dimensional effect. Exquisite stage costumes (including Capezio Shoes and MaharamTheatrical Fabrics), beautiful lighting effects, and appropriate music combined to make for a outstanding program. These performances were a promotional plan offered to the leading department stores, such as Block's and John Wanamakers, to advertise the Lentheric perfumes.
The promotion was of one week's duration and within the time an average of three or four ballet performances were given. These were generally held in the store's auditorium, but in cases the store did not have such a room, a hotel ballroom was rented.
Considerable marketing was used to promote the program, large newspaper ads were placed to draw the public's attention as an important event with educational and cultural value. Invitations to select women's clubs and charge account customers of the store requesting their presence at the first performance, which was billed as a pre-view. Additional performances were announced for the general public.
It was customary for the department store to use six display windows to showcase each perfume and the fashion and ballet performance it represented. Free tickets to the show were offered in the perfumery departments. Door prizes were awarded at the close of each performance.
M. Durel Dugas, working as commentator, explained the history and background of each perfume, and also invited women of the audience to receive her own perfume personality analysis to help them choose the correct perfume and makeup. Dugas assisted with sales after the performance in the toiletries department.
- M. Durel Dugas, Perfume Stylist & Commentator
- Harold C. Martins, Art Director, Cleveland Ballet Co.
- Sergei B. Popeloff, Maitre de Ballet, Cleveland Ballet Co.
Renowned ballet dancers Pamela Nape & Jane Burkhalter performed solo and duet in the program.
The perfume of Tweed was expressed as a carefree outdoorsy scent, and Miss Burkhalter wore the brilliant plaids of Scotland while she danced a sprightly pizzicato. For the perfume Shanghai, Miss Nape wore a luxuriant costume of a Chinese princess while dancing an exotic eastern style.
The perfume Miracle, originally created for Lady Diana Manners in her starring role for the play, The Miracle, was represented by Miss Burkhalter.
Miss Nape, wore a shimmering costume to represent the youthful vitality of Anticipation, against a background of Paris.
Miss Burkhalter wore a gown of violet with trailing scarves of gray, chartreuse and American Beauty (I assume this was a deep rose color) while interpreting the personality of A Bientot, which was Lentheric's newest perfume at the time. This color scheme was also used in Lentheric's Paris salon.
The closing number of the ballet for Numero Douze, was interpreted by both Miss Nape and Miss Burkhalter. Miss Nape danced the part of a peasant bride while Miss Burkhalter danced her art as her reflection in the mirror on her wedding day. the dance unfolded the reluctance of the bride to relinquish the laughter of her girlhood and she shared her mood with her reflection in the mirror as she puts the finishing touches to her toilette.
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