Jontue by Revlon, launched in 1975, carries a rich history intertwined with branding decisions and personal tributes. Originally intended to be named "Amoresse," the fragrance underwent a significant rebranding when the former French-born chairman of Revlon deemed the name unsuitable for a global market. The change to "Jontue" was driven by a need for a name that would resonate more universally. According to the book International Marketing: Strategy and Theory, the new name was seen as either a woman's name or a foreign term associated with romance, aligning with the fragrance’s romantic appeal.
In truth, the name "Jontue" holds a more personal significance. Insiders revealed that the name is a nod to Charles Revson's 32-year-old son, John Charles Revson. The name "Jontue" is a playful translation meaning "John, too," serving as a tribute to Revson’s son while simultaneously capturing the essence of the fragrance's intended romantic allure.
