Heidi Norton
The House of Dana, a perfume company founded in Barcelona, Spain, in 1932, has had a long history of creating award-winning fragrances. The company was started by Javier Serra/Sierra, who aimed to work with talented people to create original, finely packaged products. Dana's first launch was the women's oriental perfume, Tabu, by perfumer Jean Carles. Over the years, Dana fragrances have been re-tooled from prestige fragrances to mass-market products. The company changed hands several times, with Renaissance Cosmetics acquiring it in 1994, followed by New Dana Perfumes in 1999 after Renaissance filed for bankruptcy. Today, Dana Classic Fragrances continues to market classic fragrances, including Tabu, which remains in production.
| Characteristics | Values |
|---|---|
| Year founded | 1932 |
| Founder | Javier Serra (also known as Javier Sierra) |
| Place founded | Barcelona, Spain |
| Current status | Active |
| Ownership | New Dana Perfumes Corporation (since 1999) |
| Number of perfumes | 52 |
| First launch | Tabu |
| Other notable fragrances | Chantilly, Love's Baby Soft, Canoe, English Leather |
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What You'll Learn
Dana Perfumes: History and Ownership
The House of Dana was founded in Barcelona, Spain, in 1932 by Javier Serra (or Sierra). The company's first fragrance was Tabu, a women's oriental perfume created by perfumer Jean Carles. Over the next two decades, Dana launched several other classic fragrances, including men's scents Canoe and English Leather, and women's scent Ambush. The company relocated to the United States in 1940 due to the occupation of France by Germany.
Dana fragrances were originally prestige products, but they were eventually re-tooled for the mass market. The company also acquired the licenses for several classic perfumes originally produced by other houses, including Chantilly (originally by Houbigant), Love's Baby Soft (originally by Mem), and Toujours Moi (originally by Corday, then Max Factor).
In 1994, Dana was purchased by Renaissance Cosmetics (also known as Renaissance Cosmetics Inc.), but this company filed for bankruptcy in 1999. The assets of Renaissance Cosmetics were purchased by Fragrance Express Inc., a Florida firm, and a Pennsylvania investment company, Dimeling, Schreiber & Park. The resulting firm was named the New Dana Perfume Corporation (or New Dana Perfumes).
The New Dana Perfumes company specialises in buying up classic perfume brands that have fallen on hard times and reviving them. They own more than 100 trademarks, including well-known perfumes such as Chantilly, Love's Baby Soft, Canoe, and English Leather. They have also extended their brands to appeal to younger buyers, such as with White Chantilly and Dreams by Tabu. The company also operates a cosmetics subsidiary, Nat Robbins, and sells artificial nail products through its Cosmar division.
The latest Dana fragrance listed online is from 2016, and Tabu is still in production today.
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Dana's Fragrance Portfolio
Dana Perfumes is indeed still in business, and its portfolio boasts an impressive range of fragrances. The company was founded in Barcelona, Spain, in 1932 by Javier Serra, a pioneer in the beauty industry. Over the years, Dana has launched several notable perfumes and colognes, catering to both men and women, and has acquired licenses for classic perfumes originally produced by other houses.
One of Dana's earliest and most iconic launches was Tabu, a powerhouse women's oriental perfume created by the famed perfumer Jean Carles. Tabu has become a classic and perennial best-seller, with its origins dating back to 1932. It continues to be produced and marketed today, even spawning a version aimed at younger women called Dreams by Tabu.
In the 1930s and 1950s, Dana introduced other classic fragrances, including men's scents such as Canoe and English Leather, and women's scents like Ambush. The company's portfolio expanded further with the acquisition of licenses for well-known perfumes originally produced by other houses. These acquisitions include Chantilly (originally by Houbigant), Love's Baby Soft and other Love's series (originally by Mem), and Toujours Moi (originally by Corday, then Max Factor).
Dana Perfumes has continued to innovate and adapt its offerings to appeal to modern consumers. They have reintroduced updated versions of some of their beloved older fragrances, such as Heaven Scent and a new version of Toujours Moi. Additionally, Dana has extended its brand to attract younger buyers. For example, they introduced White Chantilly, a lighter version of their classic Chantilly fragrance, targeting women aged 18 to 34.
The company has a rich history of creating award-winning fragrances, and its perfumes have delighted consumers in over 75 countries worldwide. Dana's portfolio showcases a diverse range of scents, from oriental perfumes to fresh and light fragrances, ensuring something for every taste and preference.
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Marketing and Business Strategy
Dana Perfumes is a fragrance company that was founded in Barcelona, Spain, in 1932 by Javier Serra (or Sierra). The company has changed hands several times over the years but remains in business today, specialising in buying up classic perfume brands and reviving them for modern audiences.
The marketing strategy of the company has evolved with each new owner, reflecting different approaches to positioning the brand and its products. The original founder, Javier Serra, took a simple approach: working with talented people, using the finest ingredients, and packaging them stylishly. This focus on quality and style laid the foundation for the brand's success, with its fragrances delighting consumers in over 75 countries.
When Renaissance Cosmetics acquired Dana Perfumes in 1994 (or 1999, according to some sources), they brought their marketing expertise to the table. Renaissance understood the potential of reviving old fragrances and extending the brand to appeal to younger buyers. They revamped the packaging, created television commercials, and developed catchy slogans like "the spray lingerie" for the Chantilly brand. This strategy proved successful, with sales of Chantilly rising by a third and Tabu's sales volume doubling within a couple of years.
After Renaissance Cosmetics went bankrupt and the company was acquired by New Dana Perfumes (later renamed), the marketing focus continued to be on reviving classic fragrances and capitalising on their nostalgic appeal. The new owners also recognised the value of these older scents, which had been originally launched between the 1930s and 1950s, including notable perfumes like Tabu, Canoe, and English Leather.
Today, Dana Classic Fragrances continues to market these classic fragrances, leveraging their long history and award-winning status. By maintaining the brand's heritage while adapting their marketing strategies to appeal to new generations, Dana Perfumes has stayed relevant and resilient in the highly competitive fragrance industry.
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Dana's Acquisition by Renaissance Cosmetics
Dana Perfumes, a company founded in Barcelona, Spain, in 1932, was acquired by Renaissance Cosmetics in 1994. The company was started by Javier Serra, a former executive of the Spanish perfume house Myrurgia, and was named after Danae, the mother of Perseus in Greek mythology. Danae was allegedly a great beauty and her name has become a symbol of female beauty. The company's logo featured the stylized silhouette of a beautiful woman's head, designed by Spanish artist Mariano Andreu.
Dana's first launch was the women's oriental perfume, Tabu, which was created by the famed perfumer Jean Carles. Over the years, Dana launched several other notable fragrances, including men's scents Canoe and English Leather, and women's scent Ambush.
Renaissance Cosmetics, on the other hand, was founded by Thomas Bonoma, a former Harvard professor and marketing expert. Bonoma's vision was to acquire small cosmetics and perfume companies that lacked strong marketing and build a giant in the industry. He believed that by skillfully acquiring these companies, he could turn Renaissance Cosmetics into a billion-dollar company within a few years.
After acquiring Dana Perfumes, Renaissance Cosmetics revamped the packaging and began aggressive advertising campaigns for Dana's classic scents. They also extended the brand to appeal to younger buyers, for example, by creating White Chantilly, a lighter version of Chantilly, and marketing Tabu to younger women as Dreams by Tabu. Renaissance's strategy of reviving old fragrances seemed to be working, with sales of Chantilly and Tabu rising significantly within a couple of years.
However, Renaissance Cosmetics' heavy debt led to financial troubles, and in 1999, the company filed for bankruptcy. The company was then bought by Fragrance Express Inc., a Florida-based firm, and the new owners renamed the company New Dana Perfumes, which later changed its name to Dana.
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The House of Dana Today
The House of Dana, founded in Barcelona, Spain, in 1932, is still in business today. The company was founded by Javier Serra (or Sierra), a pioneer in the beauty industry. His approach was simple: work with talented people, create original products with the finest ingredients, and package them stylishly. The House of Dana has a long history of creating award-winning fragrances, with its perfumes delighting consumers in over 75 countries worldwide.
The company's first launch was the women's oriental perfume, Tabu, by famed perfumer Jean Carles. This fragrance is now a classic and has been a perennial best-seller. Other notable fragrances launched between the 1930s and 1950s include men's scents Canoe and English Leather, and women's scent Ambush. Over time, Dana fragrances were re-tooled from prestige fragrances to mass-market products.
The House of Dana also acquired the licenses for several classic perfumes originally produced by other houses, including Chantilly, Love's Baby Soft, and Toujours Moi. In 1994, Dana was purchased by Renaissance Cosmetics, but this company went bankrupt in 1999, leading to its acquisition by New Dana Perfumes (previously known as Renaissance Cosmetics Inc.).
Today, The House of Dana continues to market its classic fragrances, including Tabu, Chantilly, and Canoe. The company has also extended its brands to appeal to younger buyers, with variations such as White Chantilly and Dreams by Tabu. New Dana Perfumes has successfully revived old fragrances, increasing sales and volume through strategic marketing.
The House of Dana has endured for over 90 years, adapting to changing markets and consumer tastes while retaining its commitment to creating original and stylish fragrances. The company's enduring success is a testament to Javier Serra's original vision and the timeless appeal of its classic perfumes.
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Frequently asked questions
Yes, Dana Classic Fragrances is still in business.
The original company, The House of Dana, founded in 1932, was acquired by Renaissance Cosmetics in 1994. However, Renaissance Cosmetics went bankrupt in 1999 and was bought by New Dana Perfumes, now known as Dana Classic Fragrances.
Dana Classic Fragrances owns more than 100 trademarks, including well-known perfumes such as Chantilly, Love's Baby Soft, Canoe, and English Leather.
Yes, Dana perfumes are still popular, with a long history of creating award-winning fragrances that are sold in over 75 countries. Their perfumes have a nostalgic appeal, especially with their classic scents like Tabu, which was first launched in 1932 and is still a perennial best-seller.
