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A Little History
The products were added in the years leading up to America’s entry into the First World War. These included Elcaya Rice Powder, a talcum powder in scented and unscented versions, and Cerise Elcaya Rouge.
The origins of Elcaya – pronounced El-ki-ya – are generally credited to the Canadian James C. Crane who began selling Elcaya in Fulton Street, New York City in 1901 starting with just $4.50. Below is a typical report of this rags to riches story.
After about two years in Toronto his [James Crane’s] ambitions led him to try his luck in the great metropolis of New York, and he began his career there as a detail man, canvassing the physicians of the United States for a New York firm. This was in the fall of 1895, and it was while calling on the physicians in Buffalo in 1900, at the time of the Pan-American Exposition, that he gained a hint of making a toilet cream from Dr. Roswell Park, the surgeon who later attended President McKinley after he was shot by Czolgosz. Mr. Crane began marketing his product, which he called Creme Elcaya, in a most humble way in a little office on Fulton Street in New York, with a cash capital of $4.50. Creme Elcaya was such a novelty in the way of toilet creams that its success was instantaneous, and its world-wide sale today attests the superior quality of the product itself, and the method of marketing employed has gained the confidence of the trade.
(“Canadian’s success in the United States,” 1920)
Some of the details in this tale are incorrect – the Pan-American Exposition was in 1901 rather than 1900 and Dr. Roswell Park [1852-1914] did not operate on President McKinley after he was shot. In addition, the story of Crane and the beginnings of Elcaya leaves out a lot of the backstory.
James C. Crane
James Crane was born in Aylmer, a town in Elgin County, Ontario, Canada. He began his working life as a drug clerk graduating from the Ontario College of Pharmacy in 1892. He worked for a time at John Lewis, a chemist in Montreal, but moved to New York in 1895. There, as the story above mentions, he got a job as a sales representative for a drug firm, the company being Cassabeer Pharmacal. Cassebeer had established a factory to make proprietary lines on Long Island in 1894 so were looking for salesmen when Crane arrived in New York in 1895.
Crane was still working for Cassebeer when he began acting as the sole agent for Crême Elcaya in 1901. His office in the Downing Building at 108 Fulton Street, New York was also located in the same building as Cassabeer Pharmacal and it was Cassabeer Pharmacal that trademarked Elcaya in 1904. So, although Crane can probably take credit for much of the success of Elcaya, the idea that he started out alone with just $4.50 seems to be a fabrication.
Early Products
Cassebeer Pharmacal’s initial Elcaya products were Crême Elcaya and Elcaya Witch Hazel Cream. The name was taken from the Elcaya tree, an undescribed plant from Yemen that was noted for its perfume.
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