A FAMOUS BUSINESS

Taranaki Herald, Volume LV, Issue 13921, 27 March 1909, Page 10

A FAMOUS BUSINESS

CLEANLINESS. Tho death the other day of Mr An,drew Pears, the chief partner in the famous firm of soap manufacturers of that name, has again drawn attention to tho origin of the business, and the secret of its success. The business began in the days of the French llcvoluI tion. A small London shopkeeper, named Andrew Pears, a Cornishman, made good soap arid preached tho gospel of cleanliness — a rather new gospel in those days. To protect himself against counterfeits in a time when patent laws were very inefficient, he inscribed with a quill pen his autograph on the wrapper of every cake of soap he sold. The secret of the great development of the business was advertising. The Peprs were among the first people to realise the great importance of bold and clever advertising, and having made up their minds on tho point, they proceeded to cover the world with that immortal question, "Have you "used Pears' soap}"' Mr Gladstone once used in Parliament the sjmilie, "as plentiful as advertisements of Pears' soap or leaves in Valiambrosa." Since the beginning of the firm Messrs Pears have spent well over £3,000.000 in advertising, and when in 1892 they became a limited liability company* the yearly- prof its were £70,000. In an interview a little time ago the late Mr Pears remarked that while advertising was a very expensive amusement, it was absolutely necessary. "'"This year," he said, "our bill for that item alone reaches £100.000, not one penny of which is, I consider, thrown away. For instance, we paid ■ Millais £2200 down for his famous picture 'Bubbles.' " He denied the rumour that the famous beauties who had testified to the value of the soap had been paid for their recommendations. Madnmo Patti led off, and through a friend gave the firm leave to publish her letter. It was not long before the firm "was flooded with similar notes from other ladies. "Ono for us. and two for themselves," commented Mr Pears rather cynically.