J. FONT y Cia

History of Spanish Perfumery: J. FONT y Cia.



Country: Spain
City: Barcelona
Institution: J. FONT y Cia
Year: 1823

 

 

Ir a la versión en español

The perfumery company J.FONT y Cia.
was born in Spain in the 19th century and became
one of the most important in Europe

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The perfume in Europe
1700-1799

  It was in the middle of the 18th century that the first perfumery and cosmetics establishments were established. In a short time their essences and ointments triumphed in the Royal Houses. It is the time of the reign of Louis XV of France (1715-1774) and in England of the reign of George II (1727-1760).

Jeanne-Antoinette Poisson, Marquise de Pompadour, by François Boucher

 

Jeanne-Antoinette Poisson, Marquise de Pompadour (1721-1764) was the greatest exponent of Rococo glamour.
She was a lover of King Louis XV of France, an educated woman, sensitive to art and intelligent, she was very fond of perfumes.
In this painting by the artist François Boucher we see her portrayed in a moment of her “toilette”.

 

Title of the painting:
Madame de Pompadour in her Toilette
Oil on canvas, 1758 
Height: 81 cm (31.8 ″)
Width: 63 cm (24.8 ″)
Fogg Museum 

 

 

The main perfume manufacturers
of the period 1700-1799

The main manufacturers were: in France, ORIZA L. LEGRAND 1710, PIVER 1774, HOUBIGANT 1775, DORIN 1780 y LUBIN  1798 and, in England: GIBBS 1712,  J. FLORIS 1730 y ATKINSONS 1799.

J. FLORIS in England

Floris-Shop-Front_ret

One of the most important perfume manufacturers in England is not English, he is a Spaniard from the island of Menorca.
Juan Femenías Florit emigrated with his wife Elizabeth to London and established his first shop in 1730, at 89 Jeremy Street in London’s elegant St James’ district.
He changed his name from FLORIT to FLORIS because it was easier to pronounce in English.
Today, almost 300 years after its creation, the soul of the company is still installed in the same building where the company was founded and is run by its descendants.

 

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One of the oldest bottles of the firm
J. Floris. which are preserved in the Crivillé Collection. 
This perfume baptized as Rose Mouth-Wash, belongs to the production of the year 1830.
The label already accredits the brand as a supplier to the Royal House, a title granted to J. Floris in 1820.

Fragrance: ROSE MOUTH-WASH
Glass Bottle
Crivillé Collection

 

 

 

 

 

Great brands of the time made artistic designs for their packaging

1890, powder box HÉLIOTROPE BLANC
 E. COUDRAY.  Length: 8 cm.   Width: 8 cm.   Height: 4,2 cm.  Crivillé Collection

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1890, PARME VIOLETTES powder box
L. T. PIVER.  Length: 8 cm.   Width: 8 cm.   Height: 4,2 cm.  Crivillé Collection

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The perfume in Spain 
1800-1899

The 19th century saw the birth of a new generation of perfumers

J. FONT y Cia.

In 1823, during the reign of Fernando VII is when José Font Pagés, is established as the first manufacturer of perfumes in Spain. Font who had lived in France and glimpsing the potential of perfumery and cosmetics began making soaps and later perfumes and facial powders.

    Font quickly achieved commercial success with seductive combinations of flowers and fruits that delighted everyone who had access to them. It should be remembered that, in its early days, perfumery was only available to the more affluent classes.

    Its factory acquired such importance that it occupied 53819.55 ft² in the district of Barcelona’s Ensanche, at the confluence of Mallorca and Urgell streets.

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J. FONT y Cia. obtains accreditation as a supplier
of the Spanish Royal Household for its entire range of products

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Selection of Perfumes and Cosmetics by J. FONT y Cia.

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1870
Eau de Cologne
LA CARTUJA


J. FONT y Cia.
High: 23,5 cm
Width: 9 cm
Thickness: 4,2 cm
Contained: 200 ml

Crivillé Collection

 

 

 

 

 

 

 

 

 

 

1870, facial powder TESORO CUTÁNEO
J. FONT y Cia.  Diameter: 8.2 cm.   Height: 3.5 cm.  Crivillé Collection

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1880, NINETTE SOAP
J. FONT y Cia.  Height: 3,5 cm.  Width: 5 cm.  Crivillé Collection

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1890, SPRING SPRAY SOAPS box
J. FONT y Cia. Length: 20,4 cm.  Width: 7,5 cm.  Height: 3,5 cm.  Crivillé Collection

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1895, FONTAINE HYGIENIC SOAP box
J. FONT y Cia. manufactured another line of soaps called Perfumería Fontaine.
Length: 16 cm.  Width: 8 cm.  Height: 3 cm.  Contents: 3 tablets. Crivillé Collection

 

1895, facial powder BEAUTY NATURAL
J. FONT y Cia. Diameter: 8,2 cm.  Height: 3 cm.  Crivillé Collection

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1895, BEAUTY powder pack 
J. FONT y Cia.  Length: 7,8 cm.   Width: 4,4 cm.   Height: 2,6 cm.  Crivillé Collection

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BEAUTY powder package, back 

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1895, envelopes of POMPEA facial powder
J. FONT y Cia.  Length: 12 cm.  Width: 9,5 cm.  Crivillé Collection

Uno de los frascos más antiguos de la firma J. Floris. que se conservan en la Colección de Juanjo Ruiz Crivillé.  Este perfume bautizado como Rose Mouth-Wash, pertenece a la producción del siglo XVIII ya que en la etiqueta se acredita a la marca como proveedora de la Casa Real, titularidad que se le otorgó a J. Floris en el año 1820

1895, XX CENTURY pack
J. FONT y Cia.  Length: 16,5 cm.   Width: 8 cm.   Height: 3,4 cm.   Crivillé Collection

Box lid

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Interior of the box

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Selection of Perfumes and Cosmetics of the XX century by J. FONT y Cia. 

1900, facial powder SPAIN SKIN
J. FONT y Cia.  Length: 7,8 cm.   Width: 7,8 cm.   Height: 3,5 cm.  Crivillé Collection

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Catalogues would become a strategic salesperson 

    Soon, as the number of establishments increased, manufacturers began to publish the first catalogues to promote their creations and facilitate their marketing. Detailed illustrations of the entire manufacturer’s range were presented in luxurious catalogues that included product descriptions and purchase rates for the store.

CATALOGUE OF THE YEAR 1902. J. FONT y Cia.
Measurements: 30 x 22 cm. 113 pages.  Crivillé Collection

J.-FONT-y-Cia.-CATALOGO-pagina-interior

 

1905, NILUS perfume
J. FONT y Cia.  Height: 15,5 cm.   Width: 7,5 cm.  Thickness: 4 cm. Contents: 100 ml.  Crivillé Collection

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1905, facial powder NILUS
J. FONT y Cia.  Diameter: 7 cm.  Height: 3,5 cm.  Crivillé Collection

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1905, facial powder BEAUTY MALVA
J. FONT y Cia.  Diameter: 7,8 cm.  Height: 3,3 cm.  Crivillé Collection

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1905, facial powder BEAUTY ROSE
J. FONT y Cia.  Diameter: 7,8 cm.  Height: 3,3 cm.  Crivillé Collection

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1905, facial powder GATITA
J. FONT y Cia.  Diameter: 6,2 cm.  Height: 2,1 cm.  Crivillé Collection

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1905, facial powder CELIA
J. FONT y Cia.  Diameter: 8 cm.  Height: 3,2 cm.  Crivillé Collection

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1905, facial powder TESORO
J. FONT y Cia.  Diameter: 6 cm.  Height: 2 cm.  Crivillé Collection

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1905, MANDARIN BLUSH
J. FONT y Cia.  Diameter: 4,7 cm.  Height: 1,7 cm.  Crivillé Collection

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1905, SOAP 1823
J. FONT y Cia.  Length: 16,5 cm.  Width: 8,2 cm.  Height: 3 cm.  Crivillé Collection

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CATALOGUE 1910
J. FONT y Cia. Crivillé Collection

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1910, perfume FLOR ROJA
J. FONT y Cia.  Height: 11,5 cm.  Width: 6 cm.  Thickness: 2,5 cm.  Crivillé Collection

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1910, facial powder SILVER FLOWER
J. FONT y Cia.  Diameter: 9 cm.  Height: 3 cm.  Crivillé Collection

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1923, GLYCERIN SOAP box
J. FONT y Cia.  Length: 16,5 cm.  Width: 8 cm.  Height: 3,4 cm.  Crivillé Collection

Box lid

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Interior of the box

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Transparent Glycerin Soap Box



1935, facial powder ACACIA
J. FONT y Cia.  Length: 7,5 cm.  Width: 7,5 cm.  Height: 3,2 cm.  Crivillé Collection

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Luxury perfume windows

    At the beginning of the 19th century, there were only a few commercial establishments in Spain where foreign perfumes were sold. In Madrid, the Perfumería Casa FORTIS, located in the central Puerta del Sol, was the first establishment to open in 1823.

Perfumery Casa FORTIS. Madrid
Mechanical reproduction, 120 x 170 mm.
Illustration in: Madrid in hand. Madrid, sn.,s.s. ER/6425/5 (p. 26)

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Other establishments of the time

1905, IDEAL Perfumery, Madrid

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1905, PERFUMERÍA FRANCESA. Madrid

PERFUMERIA-MADRID

 

EL SIGLO Department stores. Barcelona

    In the last quarter of the 19th century, the Department Stores were established in the main European capitals, where perfumery was assigned an outstanding space as a specialised section, and in the pavilions of the Universal Exhibition, luxurious showcases were made to present perfumery. 
Left image: Poster of the Department Stores El Siglo in the city of Barcelona.
Right image: detail of the border of the poster highlighting the perfumery section.

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1889, Universal Exhibition. Paris

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  In the rest of Europe, 19th century perfumers also set up establishments decorated with the utmost luxury. In London, the brand’s founder, William Henry Penhaligon’s, arrived in the city in the 1860s to make a fortune and so began his illustrious career. Creative and ambitious, William was inspired by the scents of the Turkish baths of nearby Jeremy Street and created his first perfume, Hammam Bouquet, in 1874. 



Ads, Press and Merchandising

    The communication strategies of brands and perfumeries developed strongly from the last third of the 19th century onwards.

Example of a publicity report in the press of the city of Barcelona
Crivillé Collection

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Examples of merchandising actions of brands and perfumeries

Postcards promoting the products of a perfumery and hairdressing establishment.
Crivillé Collection

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postal-ninos


Small historical literature presented by the brand J. FONT y Cia. Crivillé Collection

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ADS

1908. Advertisement of the brand J. FONT y Cia. Height: 15 cm.   Width: 10 cm.
Font hired the most outstanding artists of the time to illustrate his advertisements. Crivillé Collection

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!935, DISPLAY TALC DA-DA. J. FONT y Cia. Carton Die-cut.
Height: 24 cm.  Width: 31,5 cm.  Crivillé Collection

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1940. Advertisement of the brand J. FONT y Cia.  Height: 16,7 cm.  Width: 23,3 cm. Crivillé Collection

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A unique 19th century cosmetic treatment
BEAR FAT

By the middle of the century, Bear Fat was popularized as a treatment for alopecia and a solution for growing hair. All major brands offered this product in their catalog.

1860, OAK GREASE J. FONT y Cia. 
J. FONT y Cia.  Height: 4,8 cm.  Diameter: 3,7 cm.  Crivillé Collection

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1823,  JAMES ATKINSON’S BEARS GREASE
 Height: 5,5 cm.  Diameter: 8 cm.  Crivillé Collection

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1840, GRAISSE D’OURS GUERLAIN
Reproductions of the book LA HISTORIA DE GUERLAIN

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