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A hundred-year profile

Yardley

Yardley peaked in the 1930s, then Bourjois overtook it in the 1950s.

Yardley of London lineage · est. 1910 · English Lavender, Old English Lavender
12.4%Peak, the 1930s
15Placements
1914 to 1944Span
13.3%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 1950s
Lenthericovertook it in the 1940s
Djer-Kissovertook it in the 1940s

Earned versus paid

Paid 13Earned 2

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
1914Vanity Fairadvertising"Soaps of Yardley Brands"
1918VogueadvertisingYARDLEY'S SPECIALTIES FOR PACKING
1921Harper's BazaaradvertisingYardley's Temple Incense
1924VogueadvertisingD. YARDLEY
1925Ladies' Home JournaladvertisingYardley's Temple Incense
1926VogueadvertisingYARDLEY'S New Bond Street LONDON
1928Ladies' Home JournaleditorialYardley's Old English lavender
1929Harper's BazaareditorialYardley

Other houses

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

Browse every Yardley page in the record →

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