Maison Jeurelle-Seventeen, Inc., International Building, Rockefeller Center, New York was established at Fifth Street, New York in 1933, as a division of Colgate-Palmolive-Peet. It was also known as Jeurelle-Seventeen, the 'seventeen' coming from the 17th floor where the company was located. The Seventeen department produced cosmetics and skin care aimed at teenage girls.
Maison Jeurelle-Seventeen, Inc. had a fascinating history intertwined with the cosmetics and perfume industry of its time. The company's focus on producing cosmetics and skincare targeted at teenage girls, as well as their creation of miniature perfumes and unique packaging, contributed to their prominence in the market during the mid-20th century.
In 1946, Jeurelle, Inc.,a distributor of perfumes, bath preparations and cosmetics, was purchased by Emerson Drug Co. The acquisition of Jeurelle, Inc. by Emerson Drug Co. in 1946 likely provided both companies with new opportunities for growth and expansion within the cosmetics and perfume industry. Emerson Drug Co., known for its pharmaceuticals and personal care products, would have gained access to Jeurelle's expertise in distributing perfumes, bath preparations, and cosmetics.
The company produced extraordinary miniature perfumes, bath salts and other perfumes. Their perfumes were often housed in Czech cut crystal flacons. The use of Czech cut crystal flacons for their perfumes suggests a commitment to luxury and craftsmanship in their product packaging. These exquisite flacons would have added a touch of elegance to Jeurelle's perfumes, enhancing their appeal to consumers seeking premium fragrance experiences.
The production of miniature perfumes, bath salts, and other fragrances further diversified Jeurelle's product offerings, catering to different consumer preferences and occasions. Miniature perfumes, in particular, have long been popular for their convenience and collectible nature, making them an attractive choice for consumers looking to explore various scents or to indulge in luxury on the go.
Overall, Jeurelle's focus on quality, innovation, and attention to detail contributed to their reputation for producing extraordinary fragrances and personal care products, leaving a lasting impression on the industry despite their eventual cessation of operations.
In 1938, Caron Perfumes sued Jeurelle. The plaintiff, Caron Corporation, has been manufacturing and selling, in bottles, a perfumed bath preparation, known as "Bain de Champagne". The defendant, Maison Jeurelle-Seventeen, Inc., has been manufacturing and selling, in bottles, a perfumed bath preparation, known as "Bain Mousseux". "Mousseux" is translated as "Sparkling". The legal dispute with Caron Perfumes in 1938 over the similarity between their respective bath preparations, "Bain Mousseux" and Caron's "Bain de Champagne," underscores the competitive nature of the industry and the importance of branding and product differentiation.
In 1941, their bath salts were packaged in decorative hobnail glass bottle, one could use it afterwards, it came with a tiny shovel tied on, and the fragrances included pine, rose geranium and bouquet.' The decorative hobnail glass bottles for their bath salts, coupled with the inclusion of a tiny shovel, not only added a touch of luxury to the product but also provided a functional and reusable aspect, reflecting an early understanding of sustainability and customer experience.
Jeurelle seems to have been in business up until 1953 or so. While Maison Jeurelle-Seventeen, Inc. ceased operations around 1953, their legacy lives on through their innovative products and contributions to the cosmetics and perfume industry during their time in business.
The perfumes of Jeurelle:
- 1933 Seventeen
- 1933 La Freesia de Jeurelle
- 1933 Le Cyclamen de Jeurelle
- 1933 Le Mimosa de Jeurelle
- 1933 Le Gardenia de Jeurelle
- 1933 Le Camelia de Jeurelle
- 1934 Perfume Spheres
- 1934 Le Secret de Jeurelle
- 1936 Limited Edition
- 1936 Old Vienna
- 1936 Queen Alexandria
- 1936 Coologne
- 1938 Perfume Cluster
- 1938 Rouvon
- 1940 Apple Blossom
- 1940 Blue Field Flower
- 1940 Central Park
- 1940 Libretto de Jeurelle
- 1940 Gardenia
- 1940 Red Carnation
- 1940 Pink Geranium
- 1940 Rose Geranium
- 1940 Six-Thirty
- 1940 White LIlac
- 1941 Blue Grotto
- 1941 Lisette
- 1941 Toreador
- 1942 Constellation
- 1944 English Boxwood
- 1944 La Tuareg
- 1945 Gay Lothario
- 1945 Saraband
