"Flippant" by Schiaparelli was launched in 1967, a time marked by vibrant cultural shifts and a spirit of rebellion against traditional norms. The late 1960s were characterized by the rise of counterculture movements, civil rights activism, and a general atmosphere of questioning authority and embracing freedom. This era saw the emergence of bold fashion statements, psychedelic art, and an embrace of unconventional lifestyles. The launch of "Flippant" perfume coincided with a period of youth-driven cultural upheaval, where individuality and nonconformity were celebrated.
Elsa Schiaparelli, known for her avant-garde approach to fashion, chose the name "Flippant" to capture the essence of the times. The word "flippant" suggests a carefree, irreverent attitude, perfectly reflecting the mood of the era. Schiaparelli, always a provocateur in the fashion world, likely saw "Flippant" as a way to resonate with the younger generation's desire to break free from societal expectations and embrace a more liberated, playful identity. The name itself conveys a sense of lighthearted defiance, a refusal to take things too seriously.
"Flippant" was an appropriate name for a perfume during this period because it embodied the zeitgeist of the 1960s. Perfume names often evoke a certain allure or mystique, and "Flippant" did so by encapsulating the spirit of rebellion and fun that defined the decade. It appealed to those who saw themselves as trendsetters, willing to challenge the status quo and express their individuality. The perfume was not just a scent but a statement, an accessory that complemented the daring fashion choices and bold makeup trends of the time.
The target audience for "Flippant" would have been the young, modern women and men who were part of or influenced by the counterculture movement. These individuals would have been drawn to the perfume's promise of a playful, audacious identity. They would respond to "Flippant" with enthusiasm, viewing it as a reflection of their own attitudes towards life. The scent would likely evoke feelings of confidence and excitement, encouraging wearers to embrace their unique selves and live with a sense of spontaneity and joy.
