Jules Chéret "Gellé Frères Glycerine 1878," remastered in the Elliott Best Studio.

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.

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.

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.

Every piece in this collection carries a history worth knowing. Read about the golden age of advertising art and the artists who made it.