Jules Chéret Gellé Frères Glycerine Tooth Paste 1878 Poster

When Advertising Became Art

This delightful 1878 lithograph by Jules Chéret (1836-1932) advertised Glycerine Tooth Paste from Gellé Frères, a prestigious Parisian perfumery located at 6, Avenue de l'Opéra. This poster exemplifies how Chéret transformed mundane commercial advertising into captivating works of art, featuring his signature joyful "Chérette" figure that made even toothpaste advertisements collectible.

Gellé Frères: Parisian Luxury and Innovation

Founded in 1826, Gellé Frères was one of Paris's most esteemed perfumeries, serving royalty and high society. The product advertised here was formulated by Eug. Devers, "Chemist Laureate," and won a Gold Medal in Paris in 1878—the same year this poster was created. This demonstrates how Belle Époque businesses used prestigious awards and artistic advertising to establish credibility and luxury status.

Chéret's Commercial Art Revolution

• Democratizing Beauty: Brought artistic excellence to everyday commercial products, making art accessible to all Parisians
• The "Chérette" Appeal: His signature graceful, joyful female figures became beloved icons that sold everything from toothpaste to theater tickets
• Chromolithography Mastery: Revolutionary three-stone printing technique created luminous colors that captured attention on crowded Parisian streets
• Artistic Legitimacy: Proved that commercial art could be as beautiful and collectible as fine art, earning him the title "father of the modern poster"

Belle Époque Consumer Culture

This poster represents the emergence of modern consumer culture in 1870s Paris, where scientific innovation (glycerine formulation), prestigious awards, elegant packaging, and artistic advertising combined to create desirable luxury products for the growing middle class.

Perfect For

Collectors of vintage advertising, Belle Époque commercial art enthusiasts, and admirers of Parisian luxury heritage will appreciate this museum-quality reproduction showcasing Chéret's ability to elevate any product into art.