1920s LAZELL De MERIDOR CRÈME POWDER Newburgh NY Vintage Antique Vintage FULL LITHO ART NOUVEAU TIN Newburgh NY Vintage Antique Vintage NOS FULL ULTRA RARE

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A LITTLE HISTORY 


Lazell Perfumer was, like, Solon Palmer one of America’s earliest perfume manufacturers. Originally established in 1839 as Haskell & Bull, a wholesale drug business, it slowly began perfume manufacture from the mid 1850s under the name of Lazell, Marsh & Gardiner and by 1885 it was operating as Lazell, Dalley & Co – still very much a wholesale druggist but increasingly being recognised as a perfumer in its own right. It was not until 1891, when the company was incorporated, that it started to produce perfumes exclusively from premises at 12 Duane Street, New York.

Under the leadership of Henry Dalley Jr the company produced a large number of new fragrances to meet the continually changing tastes of American women. While it would eventually trademark 69 different perfume, presentation and line names in the time it was in business there would be just two perfume and cosmetic lines that would eventually stand out – ‘De Meridor’ and  ‘As the Petals’ as part of its ‘Cloth of Gold’ series. But credit for these does not rest with the Lazell’s founders because on 15 August 1910 the business was sold to two entrepreneurs who, oddly enough, owned a carpet company. Like many at that time they saw the potential for profits as cosmetics use started to become more widespread. 

While the new owners looked forward to continuing the successful operations of the company that would still bear the name of Lazell, Dalley & Co, an event took place in June 1912 that would also prove to be very significant. The Cathcart family; owners of the Kells Company based in Newburgh, New York; also with no experience in the manufacture of toilet goods, had just purchased a cosmetic company from a certain William Herbert Roystone in Scranton Pennsylvania ). After the sale, Roystone would go on to form another company with a product called La May and the Cathcarts kept the original name of Roystone’s company – De Meridor – and relocated the business to Newburgh.
While there has been some speculation about Lazell’s fate the company was simply declared bankrupt in November 1935. So bad had the company’s position become over the years that when, on 20 December 1936, its merchandise, trademarks, goodwill and formulas were sold to The First Machinery Company the agreed price was only $4,150. This was an ignominious end to a company that had been one of the inaugural founding companies of the Manufacturing Perfumer’s Association in the late 1880s and which had LAZELL been among the leading perfumers in the early years of the 20th century. However, its lasting legacy must surely be the images of its carefree,barefoot dancers celebrating their newly found freedom to express themselves without the fear of what society may think. For a few years Lazell captured this new spirit and deserves to be remembered for it.


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