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A hundred-year profile

Houbigant

Houbigant peaked in the 1920s, then Lentheric overtook it in the 1940s.

Houbigant lineage · est. 1900 · Quelques Fleurs
17.8%Peak, the 1920s
16Placements
1908 to 1930Span
6.2%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

Lenthericovertook it in the 1940s
Djer-Kissovertook it in the 1940s
Bourjoisovertook it in the 1930s

Earned versus paid

Paid 15Earned 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
1913Vanity FairadvertisingQUELQUES FLEURS
1916Harper's BazaaradvertisingHoubigant The Leading Perfumer of the World PARI
1917Vanity FairadvertisingHoubigant Paris Master Perfumer
1920VogueadvertisingAMBRÉ, HOUBIGANT, EMPIRE, NIRVANA.
1921Vanity FaireditorialHoubigant Quelques Fleurs
1923VogueadvertisingHOUBIGANT
1925Vanity FairadvertisingHOUBIGANT Fougere Royale

Other houses

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

Browse every Houbigant page in the record →

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