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A hundred-year profile

Houbigant

Houbigant peaked in the 1920s, then Bourjois overtook it in the 1930s.

Houbigant lineage · est. 1900 · Quelques Fleurs
13.3%Peak, the 1920s
8Placements
1908 to 1929Span
12.5%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Bourjoisovertook it in the 1930s
Chanelovertook it in the 1930s
Hudnutovertook it in the 1930s

Earned versus paid

Paid 7Earned 1

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1908VogueadvertisingG.F.Houbigant&Bro
1916Harper's BazaaradvertisingHoubigant The Leading Perfumer of the World PARI
1917Vanity FairadvertisingHoubigant Paris Master Perfumer
1921Vanity FaireditorialHoubigant Quelques Fleurs
1926Harper's BazaaradvertisingHOUBIGANT PARIS
1929Harper's BazaaradvertisingHOUBIGANT PARIS

Other houses

Coty Pond's Elizabeth Arden Helena Rubinstein Jergens Lux Tangee Woodbury

Browse every Houbigant page in the record →

Data via the Muse Parlor historical SOV API. How this is built →