Imperial Leather
From Wikipedia, the free encyclopedia
Imperial Leather is a brand of soaps, toiletries and healthcare products manufactured by PZ Cussons. The brand originates in Britain and is now available in a number of other countries including Australia and Dubai. The brand is not available in the USA or Canada.
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[edit] Origins
The brand goes all the way back to 1768 when a Russian nobleman called Count Orlof commissioned a brand of perfume from Bayleys of Bond Street in London. The perfume was called 'Eau de Cologne Imperiale Russe'. In 1921 Bayleys was acquired by Cussons Sons & Co, chaired by Alexander Tom Cussons. It was not until some years later in 1938 that Alex Cussons used the original perfume and created Cussons Imperial Leather soap and other toiletries.[1] The soap was initially called 'Imperiale Russian Leather', but was soon renamed to Imperial Leather. In 1975 the Cussons Group was itself acquired by Paterson Zochonis,[2] recently renamed to PZ Cussons.[3]
[edit] Advertising
In 1942 due to World War II all soaps were rationed in Britain. Imperial Leather soap was therefore marketed as being the best choice because it lasted longer than other soaps. The following is an Extract from a World War II advertisement:
- "Imperial Leather Toilet Soap is one of the few luxuries still available to the discriminating. Supplies are obviously limited, but if only because Imperial Leather lasts longer and increases the purchasing power of your coupons, you should buy it wherever and whenever you can."
In the late 1940s to late 1950s Cussons embarked upon a prolific printed advert campaign with a new theme for the advertising of Imperial Leather released frequently. They have become collectable as vintage adverts. Below is a table of some of the advertising themes:
| Date | Advertising Theme | Artist |
|---|---|---|
| 1948 | Orchids | Cedric Chater |
| 1950 | Tropical Fish | Cedric Chater |
| 1951 | Butterflies | Cedric Chater |
| 1952 | Treasure Exquisite | |
| 1953 | Miniature Gardens | Cedric Chater |
| 1954 | Ladies Fans | J. Duvelleroy |
| 1955 | Exotic Beauty (Cactuses) | Norman Weaver |
| 1956 | A Garden of Birds | Charles Tunnicliffe |
| 1957 | Roses | Cedric Chater |
| 1958 | Zodiac and Birthstones |
Television has been an important part of Imperial Leather advertising for decades. Imperial Leather adverts have previously featured Julie Walters and Paul Merton. Recent Imperial Leather adverts include the rose tattoo (1999), the firemen fantasy (2002),[4] the dancing duck (2002) and the secret shower advert (2005).
In 2001 Imperial Leather was relaunched under the 'release the lather' slogan. An Imperial Leather yellow duck beanie was produced as part of the promotion.
[edit] Sponsoring
Cussons Imperial Leather sponsored the XVII Commonwealth Games, held in Manchester in 2002.[5] In 2004 Imperial Leather sponsored the TV show Ant & Dec's Saturday Night Takeaway.[6] In 2004 Imperial Leather also sponsored a model cow called Imperial Heifer. The cow was on public display in Manchester. The model was later sold at auction with money donated to the Manchester Kids charity.
In 2004 an Imperial Leather sponsored theme park ride called The Flume was opened at Alton Towers.[7] In 2006 an Imperial Leather theme park ride called The Bubbleworks was also opened at Chessington World of Adventures.
[edit] Discontinued products
In the 1950s a number of Imperial Leather products were manufactured which have since been discontinued these include Imperial Leather Brilliantine (solid and as lotion), Imperial Leather After Shave Lotion, Imperial Leather Bath Cubes, Imperial Leather Shaving Stick, Imperial Leather Shaving Bowl and Imperial Leather Shaving Cream. Below is an extract from a 1957 advert for Imperial Leather Shaving Stick:
- “Cussons Imperial Leather is the choice of men of fame and men of promise. It is the choice of men of good taste.”
[edit] Toys
Die-cast toy vans have been manufactured with the Cussons Imperial Leather livery. There are two different types. Both of them are discontinued and are collectable. They are an Austin A40 van made by Lledo (released in 1997) and a 3ocwt Bedford van also made by Lledo.
[edit] Trivia
Imperial Leather is also the name of a Swedish punk rock band. The band named themselves after Imperial Leather because the soap is frequently used to achieve the spikes in punk hair.
[edit] References
- ^ Stiling, M. (1980). Famous Brand Names, Emblems and Trademarks. Surrey: David & Charles Limited, at page 26. ISBN 0-7153-8098-2.
- ^ Jones, S. 17.11.2001, “Bubbly PZ washes hands of some of its imperial past” Financial Times
- ^ Company House Records – (Renamed on the 31 May 2002)
- ^ Bainbridge, J. 2002, “Imperial Leather targets women with dream sequence ad” Marketing
- ^ Financial Times, Sept 28 2001, "Game plan"
- ^ Grimshaw, C. 2004, “Imperial Leather to sponsor Saturday Night Takeaway” Marketing
- ^ Lepper, J. 2004, “TV push promotes Imperial Leather’s Alton Towers deal” Marketing
