It is not often we are proffered an opportunity to actually experience the past. Mauer & Wirtz extends a hand and guides us back over 220 years to a time when a unique formulation was given as a wedding present. A prominent citizen of Cologne, Wilhelm Muelhens, received a recipe from a Roman Catholic monk on the eve of his marriage, and the rest is truly history.
No. 4711 in its Aftershave incarnation
Not merely a fragrance, the secret formula gifted in 1792 was an “aqua mirabilis” or miracle water, purported to have amazing curative properties. Taken internally before any thought of being worn as a fragrance, Muelhens embraced the formula and began production. Just two years later, Muelhen’s home in the Glockengasse was numbered 4711 during the French occupation of Germany. An everlasting name for the elixir crafted within was born.
Muelhens adopted the iconic hexagonal shaped bottle, still encompassing today’s enchanting effusion, in the early 19th century. Golden medals including “Brand of the Century” won by the magical No. 4711 are festooned about the rich Bremer blue of the label. The uncommonly wrought vessel accentuates high-quality while at the same time being easy to use and to transport. Decanted into the unusual glass phial like a fairytale magic potion, the irresistible blend of refreshing, relaxing and revitalizing elements gained immediate success. Through its fresh nature-inspired scent, legions of influential personalities from aristocrats to royal figures became devotees of No. 4711.
Wondering how No. 4711 impressed the Tsar of Russia, the Prince of Whales or the German genius Goethe? While some may still believe in fairytale dust, it likely was the ephemeral and appealing aroma that captivated. The blend of orange, bergamot, lavender, rosemary and neroli masterfully fuse to create a positive counterpoint, having a stimulating, harmonizing effect.
As time has passed, No. 4711 only gained more fame and admirers. Many today treasure fragrant memories of No. 4711 as the signature scent of a loved one or friend. The familiar bottle evokes tender reminiscences of earlier blue and gold vials whose owners may be gone but who will never be forgotten. Now is your time to continue the tradition and create your own precious memories, for you and those you hold dear.
Step into the past or stride into the future scented with a cologne for the centuries, and feel as unique and distinctive as those who once made No. 4711 their own. Become part of the magic of the ”Number of the World.” Embrace No. 4711 as did Wilhelm Muelhens more than 200 years ago. Imagine what miracles will come of your enjoyment of these esteemed waters.