A hundred-year profile

Yardley

Yardley peaked in the 1920s, then Bourjois overtook it in the 1950s.

Yardley of London lineage · est. 1910 · English Lavender, Old English Lavender

10.0%Peak, the 1920s

11Placements

1914 to 1944Span

9.1%Earned share

Share of voice by decade

All voiceAdvertising

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

Bourjoisovertook it in the 1950s

Lenthericovertook it in the 1940s

Djer-Kissovertook it in the 1940s

Paid 10Earned 1

Mostly paid, with some earned editorial.

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

Year	Outlet	Channel	What appeared
1914	Vanity Fair	advertising	"Soaps of Yardley Brands"
1918	Vogue	advertising	YARDLEY'S SPECIALTIES FOR PACKING
1921	Harper's Bazaar	advertising	Yardley's Temple Incense
1924	Vogue	advertising	D. YARDLEY
1925	Ladies' Home Journal	advertising	Yardley's Temple Incense
1926	Vogue	advertising	A Perfume by Yardley
1928	Ladies' Home Journal	editorial	Yardley's Old English lavender
1930	Harper's Bazaar	advertising	Yardley & Co., Ltd.

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