www.californiaperfumecompany.net     Issue 5 - August 2004

In This Issue:

• The Dating Dilemma - Part 3
• Upcoming Events
• Web Site News
• Collectors' Tales

Mrs. Ella Bacon Bond (of New England) From January 1917 CPC Outlook Mrs. H. W. Burton (of Mississippi) From November 1921 CPC Bulletin

Hi Once Again!

This edition of the CPC Newsletter brings us very near to the conclusion of the Dating Dilemma series centering on the CPC catalogs. Before we begin, please allow me to extend a hearty thank you to Richard and Rick Pardini and to George Gaspar. Their help in preparing for this edition of the Newsletter was absolutely instrumental! So, with that, let's go...

The next dramatic evolution in the California Perfume Company catalogs occurred on approximately 15 December, 1915 with the introduction of the Color Plates. These new catalogs were a marked departure from those of previous years (please see Newsletter volumes 3 and 4 for more information about the 1896 through 1915 CPC catalogs.)

The new Color Plates were large, even mammoth as compared to earlier editions of the catalog measuring a grand 10 1/2 by 16 inches. Two small screws along one edge served to bind together approximately 40+ inner leaves and two hard bound covers. The front and back covers were overlaid with a leatherette finish and the front cover was embossed with the familiar "California Perfume Company" in gold lettering. The pages within were filled with beautiful hand-drawn color illustrations of virtually every CPC product offered during a particular year. And interestingly, there are virtually no indications of dates...anywhere.

Size comparison of the 1918/1919 hard-bound edition of the CPC Catalog (left)
with the 1915 edition of the CPC Catalog (right).

Dating of these particular CPC catalogs is very difficult at best. Along with the lack of publishing, printing, or copyright dates, other major problems also serve to compound the Color Plate dating dilemma: 1) many of the individual CPC products used the same containers and/or packaging for many successive years; and 2) when container and/or packing changes did occur, they may not have been reflected in the newest edition of the CPC Color Plate catalog; and 3) in the early editions of the Color Plates (approximately 1915 through 1919) it was possible to add, subtract, replace, or change the order of the catalog pages by simply unscrewing the two binding bolts and nuts. However, some crucial dating hints were pulled together for this Newsletter that any CPC collector will most assuredly find helpful!

Pre-1916 Edition:

• NO Panama Pacific Gold Medal award seal found on the inside front cover.
• Introductory Page (Page 1) contains only red and black print (see CPC Introduction Page, Pre-1916 below).
• NO Daphne products represented - Daphne was introduced on approximately 1 June 1916.
• NO Panama Pacific Gold Medal award document found on the last page - a price list is found on the last page.
• Publisher: N. J. Schless

1916 Edition:

• NO Panama Pacific Gold Medal award seal printed on the inside front cover. The seal was printed separately with gold lettering on black paper measuring 5 x 7 1/2 inches. The General Agents were given this seal to affix on the inside cover of their Color Plate catalog (see below for a picture of an actual insert).
• Introductory Page now displays what is affectionately called the CPC Garland. More ornate than the earlier edition, this introductory page was used throughout the life of the Hard-bound CPC Color Plate catalogs (1915-1922).
• NO Daphne products represented - Daphne was introduced on approximately 1 June 1916.
• NO Panama Pacific Gold Medal Award Document found on the last page - a price list is found on the last page.
• Publisher: Robert L. Stillson, New York.

CPC Introduction Page ~Pre-1916

CPC Garland Introduction Page ~1916-1922

5 by 7 1/2 inch Panama Pacific Gold Medal Award Insert ~1916

1917 Edition:

• Panama Pacific Gold Medal award seal IS PRINTED on the inside front cover. The printed seal is exactly like that provided to the General Agents in 1916 (see immediately above).
• Daphne products are represented.
• Next to last page contains a Price List with "Effective May 25, 1917" at the bottom.
• Panama Pacific Gold Medal Award Document found on the last page.
• Publisher: Stokinger Photo-Engr & Prt Co., NY & Brooklyn.

1918 & 1919 Editions:

• No significant differences from the 1917 other than product placement on the pages and lack of date information.

1920-1922 Editions:

• Primary difference is that screws are no loner used on the binding, apparently like a closed rivet - the same type of riveted binding also used on the 1923 through 1929 Soft-bound Color Plate catalogs.
• Panama Pacific Gold Medal award seal is printed on the inside front cover.
• Panama Pacific Gold Medal Award Document found on the last page. The letters "USA" are added to the bottom of the page.
• Publisher: Stokinger, NY & Brooklyn, USA.

The California Perfume Company then made the next logical step in catalog design - changing from hard-bound covers to soft-bound. The newer catalogs were slightly smaller measuring 10 by 14 3/4 inches and continued the earlier practice of using "riveted bindings". The new design obviously benefited the General Agents with a fairly significant weight decrease from the older hard-bounds and the newer flimsy catalog could be rolled up for easy storage and carrying. I would venture a guess that the CP company also experienced a significant cost savings during the publications of these later, soft-bound editions.

Ultimately, it is impossible to use these Color Plates by themselves for any type of precise dating -- of the products within the catalogs or of the catalogs themselves. There are ways, however, to narrow the dating dilemma down drastically, heretofore unmentioned: external sources. What I mean is...the California Perfume Company, as it grew larger and larger, developed many sales aides, brochures, customer handouts, flyers, etc. Using these paper items along with CPC Bulletins, CPC Outlooks, and Representative Order Sheets you can -- WITH A LOT OF WORK - more closely date your catalog and your prized CPC items.

For example: I purchased a beautiful, "supposed" 1929 Color Plate catalog. Nothing inside actually clued me in to the actual year of publication. It could easily have been a 1928 edition for all I knew. But as I was reading an early-1929 CPC Outlook, I read an article advising representatives of price changes that would be reflected in the 1929 catalog: all prices would be rounded up to the next whole 5 cents. Instead of an item costing $.33, it now would cost $.35; if an item cost $.47, the new price was $.50; and so on. I then looked in my catalog and true enough, all prices in the catalog reflected this announced change. Therefore, I knew that my catalog was published in 1929.

1925 and 1929 Soft-bound CPC Color Plate Catalogs
with the 1915 edition of the CPC Catalog (upper right).

When considering the dating of the 1923 through 1929 catalogs, it becomes possible to use "Old Faithful" once again - that is to say, the Fragrance List...and the customer brochures that were handed out from 1926 onward...as well as the CPC Bulletins, CPC Outlooks, Representative Order Sheets, etc. Following is a quick rundown of fragrances that were introduced within the 1922-1929 timeframe:

Fragrances 1922-1929:

• Mission Garden (1922-1928)

• Vernafleur (1923-Avon)

• Lilac Vegetable (1925-1936)

• Narcissus (1925-Avon*)

• Jardin d' Amour (1926-1939)

• Ariel (1929-1939)

*Avon: These fragrances were produced through 1939 and into the Avon era.

Also, there were many fragrances that also ceased production during the 1923-1929 timeframe, such as Natoma Rose which was last sold in 1925. See the Fragrance List for more helpful dating clues...

As I close this edition of the CPC Collector's Newsletter, I would just like to echo what I have often heard from more experienced CPC collectors and what I have found to be soooooo true: Dating of the Color Plate Catalogs is incredibly difficult, bordering on the impossible! BUT IT CAN BE DONE!!!!!!

Until next time...

TO BE CONTINUED...

The following snippet is actually my attempt to preach to myself...so please, just sit back and listen in!

Subject: Collector's Insurance

Every once in a blue moon, as I am showing my collection to someone, the following pointed question is posed: "You do have insurance on this stuff, right?!?" I then stutter, "' Uh...well...actually, no...but I am meaning to!"

I have often thought about my insurance need for my growing CPC collection. I am not an insurance expert. I have very little knowledge of the various insurance possibilities for people with rare collectibles. But, I do have one great advantage! I have the internet (as do all of you receiving this Newsletter via e-mail.) I have access to some very awesome Search Engines such as All The Web, Altavista, Google, and Yahoo!. By simply typing in the phrase "antique +insurance", a world of possibilities opens on your home computer screen. All you have to do is "click" and begin reading. And that is exactly what I am doing for myself.

After investing ten to fifteen thousand dollars (or more) on CPCs and Avons, I seriously need to consider covering my investment in the case of some unforeseen catastrophe. I have seen the collections of others and they certainly dwarf my collection. I could not even begin to imagine the potential loss that might be suffered, especially from a monetary standpoint, of someone who was not covered by some type of reasonable insurance that covers collectibles.

Don't just take it for granted that your home owner's covers everything -- it probably doesn't...

In my searches, I found a few starting places that I wanted to share with you. I am in no way endorsing any of these companies or there products. I am only offering these sites as a place for you to BEGIN your own research:

• Insure.com  (This is a good first read!)
• Collectibles Insurance Agency
• Chubb Personal Insurance
• Collectors.org

Again, I am simply preaching to myself and sharing with you the fruits of my research thus far...

www.californiaperfumecompany.net.

If you know of any worth while web site related in some way to CPC and Avon collecting, please let me know and I will include the site in an upcoming CPC Newsletter issue.

Without doubt, one of the greatest pleasures with which I have personally been blessed is the opportunity to meet and communicate with so many CPC and Avon collectors around this great country. Being part of the NAAC and having the CPC  web site has certainly afforded me a great opportunity to interact with others of like interest. I love to talk with people and get to know them. I enjoy discussing CPCs and early Avons. And I love to listen to the "Collectors' Tales" - collectors' stories of finding this rare bottle or that previously unseen tin, and in oddest of places... In this issue of the CPC Newsletter, I would like to bring to you one of my own "Collectors' Tales." 1914 CPC Catalog I will admit that most of my tales are quite short. A vast portion of my personal CPC collection has been purchased through e-Bay. Many times I will communicate with the e-Bay seller to find out where and how they came across such a wonderful CPC item. The mint condition 1914 CPC Catalog seen to your right was purchased on e-Bay some time ago and the seller did find it in a very, very odd place! In a small town whose name I can not remember now, a library was "cleaning house". Boxes of old and dilapidated books were sold for a pittance - virtually given away. If the books weren't sold, they were off to the trash heap. This particular e-bay seller just happened to be at the library and purchased an broken down trunk full of old books for about $0.50, if I remember correctly. Now remember that this trunk was headed for the dump! The gentleman took his newly acquired treasure home and began sifting through the bounty. On the very bottom of all the books, there laid this mint condition, perfectly kept 1914 CPC catalog -- the rest, as you may say, is history. One thing that I continually say: CPCs are still being found today! There are some awesome and previously unrecorded items just waiting to be found. I desire for each one of you the very best in your CPC and Avon collecting endeavors!

Previous CPC Newsletter issues are always available upon request.

Thank you and have an awesome day!

Rusty

I appreciate and welcome any and all feedback!!!!!

Always Looking To Hatch New CPC Stories