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Jovoy is the contraction of her nickname 'Joe' and 'Voy' from her husband's name (Esteban Arvoy). The JOVOY maison, with the 1929 crisis, is completely reworked by Blanche Arvoy who takes the decision to create a new brand: Corday (in admiration of Charlotte Corday, who killed the revolutionary Marat). The Jovoy brand falls asleep and all its scents remain under Corday. In the 60s, with the death of the creator, both brands went permanently shut down. In 2006, François Hénin decided to give new life to the brand. He chooses not to reproduce the first perfumes now too far from modern standards (perfumes too strong, new sector constraints for allergens, raw materials impossible to find or never produced or unfortunately replaced by synthetic ones).

JOVOY is transformed into the largest and most independent artistic perfumery space in France. Jovoy launches 6 new fragrances deemed more visionary than the previous ones and appreciated by experts for the choice of quality raw materials. The brand is recognized for being much more mature, which is probably the key to the growing success of both the JOVOY store and perfumes.