Imperial Leather
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, Denmark, Germany, India, Indonesia, Iran, Kenya, Pakistan, South Africa and the United Arab Emirates. The brand is not widely available in the USA or Canada but can be obtained in the USA via online sales and in some specialty shops.
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'. Russia leather was a high-quality leather exported widely from Russia and recognisable by a distinctive aroma from its birch oil tanning process. 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]
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.
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, Imperial Leather sponsored a theme park ride called The Flume which opened at Alton Towers.[7] Also, in 2006 The Bubbleworks was opened at Chessington World of Adventures sponsored by the company. Both rides have the same 'bath time with attitude' theme with many rubber ducks. Original Source, another PZ Cussons product sponsored a ride called Tidal Wave at Thorpe Park. The contract with the rides ended in 2009, the rides had all of the Imperial Leather logos removed. Sponsorship was also on the players' chairs at the 2011 Australian Tennis Open in Melbourne won by Novak Djokovic against Andrew Murray of Scotland UK
Discontinued and Revived Products
In the 1950s a number of Imperial Leather products were manufactured which have since been discontinued, although some have later returned. The discontinued products 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.”
In Australia, two of these products have fairly recently returned in a new attempt to diversify the brand. The Imperial Leather Shaving Cream and the After Shave Lotion have returned to supermarkets in that country, in two varieties(Original Red and Vertigo Grey), and are joined by Imperial Leather Deodorant and a range of bodywash and handwash lotions. The bodywash and handwash lotions do not come in the original Imperial Leather scent, despite making use of the brandname, but instead come in various other exotic variations such as "Japanese Spa".
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 30 cwt Bedford van also made by Lledo.
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