Les Trois Couleurs—a French name meaning “The Three Colors”—was created by Coty in 1936. In French, it is pronounced “lay trwa koo-luhr.” The phrase refers to the three national colors of a flag, and in this case it carries a double symbolism: it evokes both the French tricolour (blue, white, red) and the Union Jack (red, white, blue), a deliberate and meaningful pairing for a perfume launched in England for a royal event. The choice of name underscored the long-standing relationship between France and England, as well as Coty’s unique position as a French perfume house with major headquarters, markets, and a manufacturing presence in Britain.
The perfume was originally conceived in anticipation of the planned 1937 coronation of King Edward VIII, for which Coty developed a special commemorative fragrance and presentation. However, the unexpected abdication of Edward VIII on December 11, 1936, due to his determination to marry Wallis Simpson, sent shockwaves through politics, industry, and commerce. Manufacturers across the nation—including Coty—had already produced large quantities of coronation souvenirs, printed materials, and celebratory editions, all of which were suddenly rendered obsolete.
After Edward’s abdication, the throne passed to his brother, George VI, whose own coronation was scheduled for May 12, 1937—the very same date originally set for Edward’s. With preparations for the earlier coronation already well underway, Coty repurposed the perfume and presentation, and Les Trois Couleurs was officially launched in 1937 for the coronation of George VI. Marketed in England by Coty (England), Ltd., it was promoted as a completely new fragrance, striking “an entirely different note” from any other Coty perfume available and designed to embody the sophistication of the French house.
The presentation was highly symbolic. The box, measuring approximately 5.1 × 3.9 inches, was wrapped in paper illustrated with the French and English flags tied together with a golden cord, a motif representing unity, continuity, and shared celebration between the two nations. This was particularly meaningful given Coty’s strong commercial presence in both countries—its celebrated French laboratories at the Cité des Parfums in Suresnes, and its established headquarters and production in England. The use of the two flags also referenced the perfume’s name, “The Three Colors”, highlighting the patriotic palettes of both France and Britain.
Inside the box rested a single-size perfume bottle—produced only in this limited presentation—measuring roughly 4 × 1.5 inches. Coty reportedly destroyed the printing plates after production, emphasizing the edition’s exclusivity. Contemporary advertising described the perfume as a distinctive, modern creation, crafted expressly for the coronation and unlike any other Coty fragrance then on the market.
In the June 26, 1937 issue of The Illustrated London News, Coty presented Les Trois Couleurs as more than a perfume—it was marketed as a lasting memento of the recently celebrated coronation of King George VI. The advertisement proclaimed: “Collector’s Piece. Now that the Great Event is over and the shouting has died down, there still remains one precious souvenir for the discerning one. Coty created ‘Les Trois Couleurs,’ a perfume of regal excellence to mark the occasion. It will be treasured by women all over the world when the Coronation is almost forgotten.”
Framed as an object of refinement and permanence amid the fading excitement of the coronation festivities, the perfume was positioned as a keepsake worthy of connoisseurs and patriots alike. Coty emphasized its exclusivity and commemorative nature, suggesting that it would endure in memory long after the pomp of the ceremony had passed.
The original price printed in the advertisement was “18/6,” meaning 18 shillings and 6 pence in pre-decimal British currency—a reflection of an accessible yet aspirational luxury item. Even in its own time, Les Trois Couleurs was presented as a fragrant emblem of history, creating a bridge between royal pageantry and modern perfumery.
Les Trois Couleurs Parfum remains an evocative piece of history: a fragrance born out of political upheaval, repurposed for a new monarch, and packaged in a design that symbolically bound France and England together. Today it stands as one of Coty’s rarest commemorative perfumes, valued not only for its scarcity but for the remarkable royal story surrounding its creation.
In addition to the commemorative perfume Les Trois Couleurs, Coty also introduced an accompanying fragrance known as Eau de Cologne Tricolore, sometimes subtitled “eau de cologne de l’amitié”—the cologne of friendship. Whereas Les Trois Couleurs was conceived as an elegant coronation keepsake, Eau de Cologne Tricolore was marketed with a fresher, more universal spirit. Contemporary descriptions praised it as a scent that “comes out like spring water … always pure and fresh,” emphasizing its clarity, lightness, and invigorating quality. The cologne represented an accessible, everyday interpretation of the same symbolic palette of colors and international goodwill.
Visually, the presentation carried deep meaning. The label displayed three flags, all sharing the red–white–blue color scheme: France, the United States, and the United Kingdom. This triad of flags formed a symbolic unity, reinforcing the “Tricolore” theme. For Coty—founded in France, headquartered internationally, and with large operations in both Britain and the United States—the imagery underscored a philosophy of transatlantic harmony. The shared colors not only referenced the name but also evoked ideals of liberty, fraternity, democracy, and cooperation among the major Western powers of the era. To consumers, the design signaled both elegance and friendship, making the fragrance feel modern, worldly, and culturally resonant.
Unlike the limited-edition coronation perfume, Eau de Cologne Tricolore enjoyed a much longer commercial life, remaining available well into the mid-twentieth century. Records show that it continued to be sold as late as 1957, long after the immediate historical moment that had inspired its companion fragrance. Its longevity suggests that the fresh, clean character of the scent, combined with its appealing symbolic packaging, retained broad appeal across changing fashions and postwar cultural shifts. In this way, Eau de Cologne Tricolore became more than a commemorative item—it evolved into a lasting expression of international friendship and Coty’s global identity.
The Cologne was still being sold in 1957.
