Pears soap

Pears transparent soap is an old brand of soap, first produced commercially in 1789 by Andrew Pears at a factory just off Oxford Street in London, England. It was the world's first transparent soap. Under the stewardship of Thomas J. Barratt, A. & F. Pears Ltd company initiated a number of innovations in sales and marketing. According to Unilever records, Pears Soap was the world's first registered brand and is therefore the world's oldest continually existing brand.

History

Andrew Pears, the son of a farmer, was born in around 1770 and moved from his native Mevagissey in Cornwall to London in about 1787 to train as a barber. He completed his apprenticeship in 1789 and established a barber's shop in Gerrard Street in Soho and began to produce cosmetic products. At that time Soho was a wealthy residential area and Andrew's clientèle included many wealthy socialites who took great pride in their appearance. The fashion amongst the wealthy of the period was for pristine white (alabaster) complexions; tanned faces were associated with those who laboured out of doors. Andrew found that his powders and creams were frequently being used to cover up damage caused by the harshness of the soaps and other beauty products (many of which contained arsenic or lead) that were in general use at the time. Pears began to experiment with soap purification and eventually managed to produce a gentle soap based on glycerine and other natural products. The clarity of the soap gave it a novel transparent appearance which provided a marketing advantage. To add to the appeal, Andrew gave the soap an aroma reminiscent of an English garden.

In 1835, his grandson Francis Pears joined the business and created the company A. & F. Pears Ltd. In 1838 Andrew Pears retired, leaving Francis in charge of the company. In 1851 the company was awarded the prize medal for soap at The Great Exhibition.

Francis' son-in-law Thomas J Barratt, sometimes referred to as the father of modern advertising, eventually took over the firm.

In 1862, production of the soap moved to Isleworth, and three years later Francis' son, Andrew, joined A&W Pears Ltd. as joint proprietor and ran the factory, whilst Thomas ran the head office in London.

In the mid 1910s, A&W Pears Ltd. became part of Lever Brothers and moved production to Port Sunlight in north west England.

Manufacture

The concave shape of the soap is formed by shrinkage while the soap is drying, and is not due to deliberate moulding. After washing, the concave area on the top of the soap is used to dissolve the last sliver of the previous bar of soap. Pears Soap is often used by the elderly for its skincare properties.

According to Pears Inc. USA, there is now only one manufacturing facility worldwide for Pears Soap and that is in India. The Indian producer now owns all rights to the soap, its formula, packaging, etc. Bars of soap produced in the factory come in two sizes: 75g and 125g.

Marketing

From the late nineteenth century, Pears soap was famous for its marketing, masterminded by Barratt. Its campaign using Millais's painting "Bubbles" continued over many decades. As with many other brands at the time, at the beginning of the 20th century Pears also used their product as a sign of the prevailing European concept of the "civilizing mission" of empire and trade, in which the soap stands for progress. Between 1891 and 1925 Pears issued their now famous Annuals, now highly collectible. From the early 20th century Pears was famous for the annual "Miss Pears" competition in which parents entered their children into the high-profile hunt for a young brand ambassador to be used on packaging and in consumer promotions. Many Miss Pears subsequently entered acting or modelling.

References

* [http://www.PearsInternational.com http://www.PearsInternational.com] - Official Pears Soap Website.
* [http://www.pharmj.com/Editorial/19991218/articles/soap.html The Pharmaceutical Journal - A short history of soap (1999)]
* [http://www.cornwalls.co.uk/history/people/andrew_pears.htm Cornwall guide - People - Andrew Pears]