Jules Montenier

Dr. Jules Bernard Montenier, of Chicago, Illinois, was an inventor and a cosmetic chemist. He was also the founder of Jules Montenier, Inc., a cosmetics company. He was famous for inventing "Stopette", a long time sponsor of "What's My Line?". [ [http://www.nytimes.com/2005/12/05/business/media/05adcol.html And Now a Word From Our Sponsor. Our Only Sponsor. - New York Times ] ] Stopette's slogan, repeated at the beginning of the episodes Dr. Montenier's company sponsored, was "Poof! there goes perspiration". Dr. Montenier was described in the introduction segment of "What's My Line?" as the "famous cosmetic chemist".

Patents and innovations

Dr. Montenier holds a number of patents. Arguably, his primary patent is US Patent No. 2,230,084 [ [http://patimg2.uspto.gov/.piw?docid=US002230084&PageNum=1&IDKey=B62D4F8A1BBD&HomeUrl=http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1%2526Sect2=HITOFF%2526d=PALL%2526p=1%2526u=%25252Fnetahtml%25252FPTO%25252Fsrchnum.htm%2526r=1%2526f=G%2526l=50%2526s1=2230084.PN.%2526OS=PN/2230084%2526RS=PN/2230084 Publication Images ] ] , which is a January 28, 1941 patent for Astringent Preparation. This patent dealt with solving the problem of the excessive acidity of aluminum chloride, then and now the best working antiperspirant, by adding a soluble nitrile or a similar compound. This innovation found its way into "Stopette" deodorant spray, which "Time" Magazine called "the best-selling deodorant of the early 1950's". [ [http://www.time.com/time/magazine/article/0,9171,940327,00.html Scalping the Competition - TIME ] ] A virtually identical patent was granted in the United Kingdom as GB0527439.

Dr. Montenier also holds US Patent No 168,109 for the ornamental design of his "Stoppette" bottle [http://www.google.com/patents/pdf/MONTENIER_FLEXIBLE_BOTTLE.pdf?id=uPxzAAAAEBAJ&output=pdf&sig=WFOtEuOsnpPrTR9gYF9KerD4GUY] , the shape of which was on the scorecards of "What's My Line?" when "Stopette" sponsored the show. In addition, Dr. Monteier also holds US Patent No. 2,642,313 for the "Unitary container and atomizer for liquids". [ [http://www.freepatentsonline.com/REF2642313.html Patents citing 2642313 ] ] This was developed in 1947 when Dr. Montenier, working with engineers from the Plax Corporation, invented a commercial use for the plastic bottle. His innovation was for “Stopette”, an underarm deodorant dispensed by squeezing the bottle. This one bottle created an explosion in the industry for the plastic bottle. For the first time, plastic was competing with glass for this type of packaging. [ [http://www.continentalpackagingsolutions.com/index.php?pageID=40 Continental Packaging Solutions ] ] ["American Plastic: A Cultural History", Jeffrey L. Meikle, 1995.]

Furthermore, Dr. Montenier holds US Patent D143,437 which is for a fanciful design for a shaving bowl. [http://www.google.com/patents/pdf/DESIGN_FOB_A_SHAVING_BOWL.pdf?id=uepwAAAAEBAJ&output=pdf&sig=3k_9mZz56Ea7EdbPC8Lxzw9XGwA]

"What's My Line?"

In the opening segment that featured Stopette, Jules Montenier, Inc. also advertised "Poof! Deodorant body powder" and "Finesse, the flowing cream shampoo" in the same segment. In mid-1953, Dr. Montenier himself was pictured in the opening segment after the products were mentioned.

ponsorship of the Show

During the first two episodes of "What's My Line?", the production value was horrible. While everything that could have gone wrong did go wrong on the first show, the second show was arguably as bad. If anything, the camera work was worse. CBS liked many elements of the show, but the production value had to be improved. CBS knew that a potential sponsor could potentially be watching the third show, so it issued an ultimatum. Either a sponsor would pick up the show, or the show would be history. [ [http://www.tvgameshows.net/coverstory.htm TVgameshows.net ] ]

Franklin M. Heller, one of television's pioneering directors, essentially saved "What's My Line?". He felt that the biggest problems with with the show was too much camera movement and lens changing. Heller said, "I figured once I could get those cameramen and their flowered shirts controlled and fairly immobile, we might be able to let this show emerge."Id.]

In order to fix the problem, Heller changed the format of the set so that the cameras would remain stationary. He also placed John Daly and the panel in different places so that the entrances and exits would not look as awkward. In addition, before the third show, Heller requested an hour rehearsal for the camera crew with mock panelists and contestants. With the rehearsal, the camera operators had a better feel for how the show should go.

At the end of the the third show, Dr. Monteneier called CBS and, according to Heller, said, "I don't know what you did to it, but I'll buy it." For the next eight years, either as the sole or alternating sponsor, Stopette was the advertising face of "What's My Line?"

Bennett Cerf explained of Dr. Montenier, that "What's My Line?" "ruined the poor man". [Interview of Bennett Cerf by Robert Hawkins for the Columbia University Libraries Oral History Research Office, Session 16, January 23, 1968. Transcript p. 730 http://www.columbia.edu/cu/lweb/digital/collections/nny/cerfb/audio_transcript.html] Cerf said that when "What's My Line?" first started, none of the big companies wanted to sponsor the program. He said that everyone thought the program would last for a few months and die out, but the program caught fire.Id at p. 730] Cerf said that as the program spread from city to city, the costs went up and up. Dr. Montenier was very proud of the program, but refused to have a co-sponsor. According to Cerf, Dr. Montenier stuck with "What's My Line?" until the program ruined him. At its peak, "What's My Line?" was running in nearly every city across the country. Cerf said that the advertising costs became so enormous that Dr. Montenier couldn't sell enough Stoppette to make up for it. Eventually, Dr. Montenier had to sell out, and according to Cerf, it broke Dr. Montenier's heart.

Mystery Guest Appearance

Interestingly, Dr. Montenier himself appeared on the February 12, 1956 episode of "What's My Line?" as a Mystery Guest. As he signed in, he was identified on screen as "Dr. Jules Montenier, Creator & Manufacturer of Stopette; his "line" was "Our Sponsor (For Past Six Years)". Prior to their guesses, the panel was given the hint that Dr. Montenier was self-employed. The panel failed to correctly guess Dr. Montenier's line. It turned out that the purpose for Dr. Montenier's visit was to give his belated congratulations to the show for its six years on television. Mr. Daly said that Dr. Montenier was a good sponsor because he didn't interfere in the production of the show. Dr. Montenier in return said that he loved the show and watched it each Sunday.

Impact on Time Slot and Broadcast Markets

"What's My Line?" did not begin its life on Sunday nights. After Dr. Montenier's Stopette deodorant became the show's primary sponsor in March 1950, CBS moved the show from Thursdays at 8 to an alternating week basis on Wednesdays at 9. [http://www.tvgameshows.net/coverstoryline2.htm TVgameshows.net ] ] Eventually, due largely to pressure to get higher caliber guests on the show, the show was moved back to 10:30 p.m. on Sunday nights. Since most Broadway plays closed at 10:00 p.m. at the time, this gave those actors plenty of time to get there. Dr. Monenier and his ad agency agreed with the move, and CBS agreed to reimburse the sponsor for viewers lost due to the move.

Jules Montenier, Inc's sponsorship of "What's My Line?" caused nearly a third of the United States not to see the show until 1958. The reasoning was that the company's ad agency controlled the time slot and would not buy the slot in markets where Jules Montenier's products were not sold. Notable markets that were missing the show until the late 1950's included Columbus, Ga., Tallahassee, Fl., Savannah, Ga., Spartanburg, S.C., Jackson, Tn., Memphis, Lancaster, Pa., Meridian, Ms., and Lexington, Ky. In 1958, Jules Montenier, Inc. was sold to Helene Curtis. [http://www.unl.edu/Bolin_resources/pencil_page/shulman/shulman_june_99.html Interviews with Sol Shulman - June 1999 ] ] Since the products now had a national market, "What's My Line?" was then shown nationwide.

Popular Culture

The Harvard Lampoon once had a picture once of Dr. Montenier shooting through the top of a building, with the caption “Poof; There goes Dr. Montenier.” Of this, Bennet Cerf said of Dr. Montenier, "He was a sweet man but a bit of a fraud, you know." [Interview of Bennett Cerf by Robert Hawkins for the Columbia University Libraries Oral History Research Office, Session 16, January 23, 1968 http://www.columbia.edu/cu/lweb/digital/collections/nny/cerfb/audio_transcript.html]

Company legacy

In 1958, Jules Montenier, Inc. was sold to Helene Curtis. In 1996, Helene Curtis in turn was sold to Unilever, a large British-Dutch corporation. [ [http://www.encyclopedia.chicagohistory.org/pages/2697.html Helene Curtis Industries Inc ] ] Ten years later, on February 5, 2006, Unilever announced that it had sold its Finesse hair care brand in the US and Canada, along with its Aqua Net brand in the US, to Lornamead Brands Inc. [ [http://www.unilever.com/ourcompany/newsandmedia/pressreleases/2006/UnileversellsFinesseAquaNethaircarebrands.asp Unilever sells Finesse & Aqua Net hair care brands ] ] According to Lornamead, Finesse is currently ranked by all consumers as one of their five most popular hair care brands. [ [http://lornameadna.com/finesse.html Lornamead — Finesse, LypSyl, Yardley, Aqua Net, Natural White — ] ]

References