Word: courtley
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Dates: during 1940-1949
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Wide-shouldered, hairy-chested William Nassaur, whose Courtley, Ltd. shaving soaps, lotions, talcs, and bubble baths had already deodorized and sweetened thousands of U.S. males, got set last week to waft his perfume worldwide...
...family-owned company had just been bought (for "several million") by William R. Warner & Co., Inc., a giant combine of a dozen-odd drug and cosmetic firms (including Richard Hudnut, operator of the DuBarry Success Schools). The deal left Nassaur with full operating control of Courtley, gave him access to Warner's 61 foreign outlets...
Already Nassaur has 1) set up Courtley production in Hudnut's Toronto plant, 2) swelled his advertising budget 400%, 3) concocted a new goo for the new market-a shampoo which, in a pinch, can also be used as shaving cream or soap...
...hunch was right. Women flocked to buy the handsome packages with the masculine names ("Chukker," "Steeplechase," etc.) for their men-some of whom finally took to getting the stuff for themselves. In the $50,000,000-a-year industry, Courtley has become one of the leaders in class, one of the big six in volume of sales (the other five: Seaforth, Sportsman, Shulton, Yardley, Lenth...
...selling trick was to keep men's cosmetics as far away from the boudoir as possible, give them a hairy-chested appeal. Hollywood's Courtley, Ltd. said gruffly: "A shaving lotion for he-men only." (But Manhattan's Faberge, Inc. was selling a cologne: "Aphrodisia for Men.") Courtley Ltd.'s bubble baths had ruddy, full-blooded titles: "Chukker," "Steeple Chase," "Irish Moss." Parfums L'Orle Inc. of Manhattan had "Buckskin" and "Touchwood" perfumes ("Just for your handkerchief, of course") at $5 an ounce. Another managed to combine the smell of "the finest cognac, cedarwood, Russian...