Yardley of London
|This article needs additional citations for verification. (August 2012)|
|Products||Perfumes and cosmetics|
Yardley of London is one of the world's oldest cosmetics, perfume and toiletry producing company after Caswell-Massey and Floris of London. Established in 1770, Yardley was a major producer of soap and perfumery by the beginning of the 20th century. By 1910, it moved to London's Bond Street, and in 1921 Yardley received its first Royal Warrant. Today, Yardley holds two Royal Warrants.
Yardley, then known as Yardley & Statham, exhibits at The Great Exhibition in 1851 in The Crystal Palace. That same year, the company changes its name to Yardley & Co. Yardley & Statham exhibited soap and perfume including a soap called Old Brown Windsor, which was embossed with a picture of Windsor Castle and was one of their first production soaps.
Yardley's signature scent is English Lavender, which was launched in 1873. English Lavender was popular during the Victorian Era in England and was imported to the USA in the 1880s where it became popular in American households. The lavender that Yardley uses in their products is the variety Lavandula angustifolia, which is specially grown for Yardley in the South of England. The variety of lavender used by Yardley was selected by the company in the 1930s after a several year search for the finest variety.
Due to the growing popularity of Yardley soaps and cosmetics at the turn of the 20th century, the company opened a shop in 1910 on Bond Street in London. The original Yardley shop on Bond Street was at 8 New Bond Street, but it later moved to 33 Old Bond Street.
In 1913, Yardley adopted Francis Wheatley's "Flowersellers" painting from his "Cries of London" series as their new corporate logo. The yellow primroses being sold in baskets in the painting are replaced by the company with sheaths of lavender.
In 1967, British model Twiggy becomes the new face of Yardley. The company sold "Twiggy Eyelashes," "Twiggy Paint" and other cosmetics with her as the spokesmodel. Yardley became a symbol of "Swinging London" and was associated with the 1960s British youth culture of miniskirts, Carnaby Street and mod fashions.
Wipro Consumer Care and Lighting acquired Yardley in certain markets including Asia, Middle East, Australasia as well as North and West Africa for $45.5 million. In August 2012, Wipro purchased the UK/European division from Lornamead, with the exception of Germany and Austria, where Lornamead still holds the rights to the brand.
English Blazer was a men's fragrance and lotion introduced by Yardley in 1989 or 1991 and discontinued in 1998. The brand was relaunched in the early 2010s with a completely rewritten history, including a claimed launch date of 1951.
- 1921 – Edward, Prince of Wales, "Perfumers and fine soap makers"
- 1932 – Queen Mary, "Perfumer"
- 1949 – George VI, "Purveyors of soap"
- 1955 – Elizabeth II, "Manufacturers of soap"
- 1960 – Queen Elizabeth, The Queen Mother, "Perfumers and manufacturers"
- 1995 – Charles, Prince of Wales, "Manufacturers of toilet preparations"
- Interview with Mike Jatania by Jonathan Guthrie of the FT
- "Yardley - quintessentially British". HPCi Media Limited. Retrieved June 23, 2013.
- "A little history about Yardley London's soaps". Yardley London Ltd. Retrieved June 23, 2013.
- "English Lavender by Yardley, 1873". Basenotes. Retrieved June 14, 2013.
- "All About Yardley London". Yardley London Ltd. Retrieved June 14, 2013.
- "Beauty Icon:Yardley English Lavender". Telegraph Media Group Limited. Retrieved June 15, 2013.
- "Yardley Shop front". English Heritage. Retrieved June 16, 2013.
- "Yardley London Historical Timeline". Lornamead Group. Retrieved June 14, 2013.
- "Yardley's 'Lavender Girls'". Newham Council. Retrieved June 17, 2013.
- "Wheatley's Cries of London". Spitalfields Life. Retrieved June 17, 2013.
- "Twiggy - Voguepedia". Vogue. Retrieved June 19, 2013.
- "Brainstorm:Surviving and Thriving in the New Consumer-Led Marketplace". Macmillan. Retrieved June 19, 2013.
- Lall, Rashmee Roshan (May 3, 2006). "Jatanias buy America's biggest hair-care brands". Times of India.
- Deepti Chaudhary and K. Raghu. "Wipro buys some Yardley businesses for $45.5 million". livemint.com. November 6, 2009
- "The Encyclopaedia of Perfume - Émilie - Eraine".
- Cloud, Barbara (20 October 1991). "Blazer still blazin': Classic jacket dresses variety of occasions.". The Pittsburgh Press. Retrieved 5 February 2013.
- "English Blazer: World-Class Original Fragrances for Men". Retrieved 5 February 2013.
|This article about a company of the UK is a stub. You can help Wikipedia by expanding it.|