Royal advertising toothpaste pot lids.

Abstract

Royal patronage is not something new. Engraved images of British royalty were used by early toothpaste manufacturers, dentists and perfumiers to convey royal endorsement to boost their product sales in the nineteenth and early twentieth centuries. Packaged in high-quality ceramic pots, these toothpastes and powders promoted cleaning, beautifying and preserving the teeth and gums. These fascinating containers, sealed with a transfer-printed lid, feature inventive designs and typefaces and highlight sophisticated manufacturing and marketing skills to entice consumers. Many have been re-discovered from the excavation of former rubbish tips and are often the only tangible evidence of long defunct businesses that elected to use this latest form of packaging.