Master Merchandise Corp

Master Merchandise Corp., based in New York, was a fragrance distribution brand that operated during the 1950s. Their business model revolved around creating knockoffs of popular fragrances, cleverly naming their products after well-known plays, songs, or movies of the era. This approach not only captured the zeitgeist of the time but also allowed them to capitalize on the widespread recognition of these cultural references. Despite this strategic marketing, Master Merchandise Corp. was a short-lived enterprise, quickly fading from the competitive fragrance market.

The company was associated with several brand names, each with its own unique history and connection to the fragrance industry. Codell, Inc. and Miss Codell were two such brands, likely developed to appeal to different segments of the market. The former may have been positioned as a general brand, while the latter perhaps targeted a more feminine audience, reflecting the gendered marketing strategies common in that era.

Another affiliated brand was Vivian Parfums Inc., which originally started as a brand under Vivaudou, a company known for its perfumes and cosmetics in the early 20th century. The acquisition or rebranding of Vivian Parfums by Master Merchandise Corp. indicates a strategic attempt to leverage an established name in the industry, although it’s unclear how successful this endeavor was.

Lastly, Peggy Page was another brand linked to Master Merchandise Corp. This brand originally belonged to Klinker Manufacturing Co., having been established in 1926. The revival or repurposing of Peggy Page under Master Merchandise Corp. suggests a desire to bring back a recognizable name from a previous era, possibly to evoke a sense of nostalgia or reliability among consumers.

While Master Merchandise Corp.’s time in the fragrance industry was brief, their approach to branding and marketing reflects the mid-20th century's broader trends of capitalizing on popular culture and the evolving landscape of fragrance distribution.

Master Merchandise Corp., along with their Cordell brand, faced significant legal challenges in 1961 when they were sued for deceptive marketing practices. The lawsuit revealed that the company had been misleading the public by applying fictitious retail prices to their products and falsely suggesting that their perfumes were of French origin. In reality, these fragrances were entirely compounded in the United States, a stark contrast to the luxurious and exotic image they were trying to project.

The court ruling was clear and stringent. Master Merchandise Corp. and Cordell were prohibited from using any words, phrases, or imagery that could mislead consumers into believing the products were French. This included banning the use of specific French words and phrases like "Paris," "Cafe Rouge," "Rue de la Amour," and "Concentre fabrique avec essences de France." Additionally, they were forbidden from using any imagery associated with the tricolor of the French flag, which had been employed to evoke an association with French sophistication and quality.

The lawsuit dealt a severe blow to the company’s reputation and business model, which heavily relied on these deceptive practices. The legal restrictions imposed made it difficult for them to continue their operations in the same manner. As a result, the companies struggled to regain their footing in the market and eventually went bankrupt in 1965. The downfall of Master Merchandise Corp. serves as a cautionary tale of the consequences of misleading consumers and the importance of transparency in branding and marketing.

The perfumes of Codell:

• Silk Stockings 
• 1954 - Three Coins in the Fountain, named after the 1953 movie.
• 1955 - Love and Marriage
• 1956 - Autumn Leaves
• Your Highness
• 1957 - A Hatful of Rain