French couturier Jean Patou launched his iconic flagship fragrance ‘JOY‘ in 1930, almost immediately after the Wall Street Crash of 1929. Patou created his signature fragrance with a view of making it an affordable luxury for those that were no longer able to shroud themselves in the couture of the day. Quite ironically however, the fragrance was known as the ‘most expensive perfume in the world’ for quite some time, due in part to its prominent use of natural jasmine which, as you will all know, doesn’t come cheap.

It seems poignant almost that the house of Patou should launch a new interpretation of JOY in 2014, whilst the world is in the midst (and hopefully at the back end of) a global financial crisis. This new version of Patou’s classic is entitled ‘JOY FOREVER‘ and is described by the house as being a “stunning floral perfume that unveils a new chapter in continuing story of JOY“. Created by perfumer Thomas Fontaine for “today’s discerning woman”, JOY FOREVER is a more translucent, radiant and vibrant take on one of perfumery’s most iconic and timeless perfumes.

“Her mother may have worn JOY for its sheer luxury but she will choose JOY FOREVER for its natural quality and scent. She lives for the moment….she lives for today!”

JOY FOREVER joins the likes of Chanel’s Nº5 Eau Première and Guerlain’s Shalimar Parfum Initial as entry level fragrances for those that aren’t quite ready to commit to the classics. Perhaps the most surprising thing about it is the fact that, whilst it doesn’t smell anywhere near as heady, intense or timeless as the original JOY, it does look back to the past, not quite as far back as 1930 mind you, but instead it looks to the aldehydic florals of the 1980s, from which it takes more than a few olfactory cues.