Paul Bosse | 1887

1887 German newspaper ad. On the left, an engraved portrait of a clean-shaven young man labelled “Sonst” (before); on the right, the same type of portrait with a full beard and moustache labelled “Jetzt” (now). Between them, text for Paul Bosse's Original-Mustaches-Balsam, Berlin.

“Sonst” and “Jetzt”: before and after. In 1887, Paul Bosse of Grimmstraße, Berlin, promised that his Original-Mustaches-Balsam would produce “a dashing moustache and full beard”, guaranteed, quickly and safely, and “completely harmless to the skin”.

A tin cost 2.50 marks, sent discreetly, also cash on delivery, with stockists in Vienna and Bern.

The before-and-after picture, still a favourite of beauty advertising, was already here. So were guarantees no customer could check, the kind today's advertising rules would not allow.

In imperial Germany a full beard stood for manhood and status. Emperor Wilhelm I himself wore large whiskers.

Text in the ad

Ein flotter Schnurrbart, sowie Vollbart werden unter Garantie am schnellsten u. sichersten erzielt durch Paul Bosse's
Original-Mustaches-Balsam.
Für die Haut völlig unschädlich. Versand diskret, auch gegen Nachnahme. Per Dose M. 2.50. Direkt zu beziehen von Paul Bosse, Berlin S. 59, Grimmstraße. — In Wien: Mohren-Apotheke, Tuchlauben 27 u. Engelapotheke, Am Hof 6. (P. Dose fl. 1,80). — In Bern: E. Wildbolz, Kramgasse 84. (P. Dose fr. 4.)
„Sonst“. · „Jetzt“.

Translation:
A dashing moustache, as well as a full beard, are achieved under guarantee most quickly and safely with Paul Bosse's
Original Moustache Balm.
Completely harmless to the skin. Discreet shipping, also cash on delivery. 2.50 marks per tin. Available directly from Paul Bosse, Berlin S. 59, Grimmstrasse. — In Vienna: Mohren-Apotheke, Tuchlauben 27, and Engelapotheke, Am Hof 6 (1.80 florins per tin). — In Bern: E. Wildbolz, Kramgasse 84 (4 francs per tin).
“Before”. · “Now”.

Brand
Paul Bosse
Year
1887
Decade
19th century
Country
Germany
Medium
Newspaper
Themes
Cosmetics
Original publication
Zeitungs-Umschläge für Sächs. Provinzial- u. Grenzstädte, Dresden, 1887
Paul Bosse | 1887 · Vintage Ad Museum
Vintage Ad Museum · Museu da Propaganda, since 1999
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