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HDVM Hôtel Des Ventes Mazzella
103
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MAISON LAJAUNIE - c.1890 " 6, rue Alsace-Lorraine. Toulouse"
See original version (French)
103
-
MAISON LAJAUNIE - c.1890 " 6, rue Alsace-Lorraine. Toulouse"
See original version (French)
Estimate €80 - €120
Voluntary lot
Description
MAISON LAJAUNIE - c.1890 " 6, rue Alsace-Lorraine. Toulouse"
Very rare original lithographed hardback advertising box. 6 cm in diameter and 2.7 cm high.
- Very good condition - an exceptional example.
"Orthopaedics - F.Capéran and F.Mandoul pharmacy. Licensed orthopaedist, 1st class pharmacist".
The label on the lid states in India ink the designation "Bismuth sub-nitrate" and the rate of 0.50 cts.
The names of F. Capéran, orthopaedist, and F. Mandoul, pharmacist 1st class, also appear alongside Maison Lajaunie. They appear to have acted as dispensing chemists or associates, helping to develop and distribute the first preparations.
These references show that production was still carried out on a small-scale, before the Sirven brothers industrialised the business.
Created in 1880 by the pharmacist Leon Lajaunie, Cachou Lajaunie is a black liquorice pastille, presented in its emblematic round yellow metal box.
Taken over by the Sirven brothers in 1904, the brand was widely distributed in tobacconists' shops and very early on developed innovative advertising, notably with Leonetto Cappiello's posters.
Having become a symbol of Toulouse, the product spanned the XXᵉ century before ceasing production in 2024.
Haute-Garonne/Occitania
See original version (French)
Auto-translation. Refer to original language for legal validity.
Pictures credits: Contact the Auction House
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