Imperial Leather

Imperial Leather is a British personal-care brand manufactured by PZ Cussons. It is primarily associated with toilet soap, body wash, hand wash, bath products and related toiletries, and has built much of its identity around a distinctive fragrance inspired by Russia leather. Russia leather was a premium leather historically exported from Russia and treated with birch oil, which gave it a recognizable aroma. That scent association helped Imperial Leather establish a differentiated position in the British soap market. The brand traces its commercial ancestry to Bayleys of Bond Street, a London perfumery whose history included an 18th-century fragrance commissioned by the Russian nobleman Count Grigory Orlov. Bayleys was acquired in 1921 by Cussons Sons & Co, the company associated with Alexander Tom Cussons. In 1938, Cussons developed a soap using a version of the earlier perfume. The product was initially called Russian Leather but was soon renamed Imperial Leather, a name intended to preserve the product's imperial and luxury associations while avoiding a direct geographic description. Imperial Leather grew through a combination of fragrance-led branding, distinctive packaging and extensive advertising. During the Second World War, when soap was rationed in Britain, advertising presented the product as a comparatively durable luxury whose longer life could help consumers stretch their ration coupons. From the 1940s through the late 1950s, the brand used recurring annual print-advertising themes, a program associated with Marjorie Goodwin, the daughter of Alexander Tom Cussons. These advertisements later became collectible examples of British commercial art. Television advertising became another major part of the brand's history. The long-running 'triple bath' campaigns of the 1970s and 1980s presented a family using Imperial Leather while travelling through imaginative locations. Later executions used comic, theatrical or fantasy settings, including the rose tattoo, firemen, footballer, dancing duck and secret shower advertisements. Public figures associated with Imperial Leather advertising have included Julie Walters, Paul Merton, Richard Stapley, Paolo Di Canio and Ralph Ineson. In print advertising, French model Estelle Lefébure appeared in a 1988 campaign. A 2013 campaign for the Foamburst range used a genie theme and the line 'release the lather, feel the magic'. The portfolio has expanded beyond the original bar soap. Products historically associated with the name include cologne, brilliantine, aftershave lotion, bath cubes and shaving products. Some older items disappeared from the range, while selected shaving and grooming products later returned in Australia. Contemporary extensions have included body washes, hand washes, deodorants and fragranced variants, although not every extension uses the original Imperial Leather scent. The brand has also used sponsorship and promotional partnerships to maintain visibility. Its activities have included sponsorship of the 1973 World Modern Pentathlon Championships, the 2002 Commonwealth Games in Manchester, the television program Ant & Dec's Saturday Night Takeaway, Australian Open tennis in 2011 and attractions at Alton Towers and Chessington World of Adventures. Imperial Leather remains a PZ Cussons brand, with its strongest historical association in the United Kingdom and additional activity in markets including Australia.

Imperial Leather's heritage reaches back to Bayleys of Bond Street, a London perfumery connected with an 18th-century fragrance commissioned by Count Grigory Orlov. The fragrance was called Eau de Cologne Imperiale Russe. Its later connection with Imperial Leather rests on the use of a Russia-leather-inspired aroma. Russia leather was a highly regarded leather traditionally treated with birch oil, producing a characteristic scent that became a useful point of distinction for a soap brand. Bayleys was acquired in 1921 by Cussons Sons & Co, the business associated with Alexander Tom Cussons. In 1938, Cussons adapted the earlier fragrance concept for a soap. The product was first introduced under the name Russian Leather, but the name was soon changed to Imperial Leather. The revised name placed greater emphasis on heritage, prestige and fragrance rather than directly identifying the product with Russia. The brand's early growth was supported by advertising that linked performance with indulgence. During the Second World War, British soap was rationed. Imperial Leather's 1942 advertising argued that its durability made it a sensible choice for consumers seeking to extend the value of their ration coupons. In the decades after the war, Cussons invested heavily in a highly recognizable print style. From the 1940s to the late 1950s, new themed campaigns were produced regularly under the direction of Marjorie Goodwin, Alexander Tom Cussons's daughter. These advertisements subsequently acquired interest as collectible vintage advertising. Television advertising expanded the brand's cultural visibility. The 'triple bath' commercials, launched in the 1970s and continued into the 1980s, showed a family in separate baths while travelling by train, plane or spacecraft. The concept combined ordinary family bathing with travel fantasy and helped turn the product's use occasion into a memorable brand property. Later advertisements used celebrity appearances, comedy and surreal situations. Campaigns included executions built around a rose tattoo, firemen, a footballer, a dancing duck and a secret shower. Julie Walters and Paul Merton were among the performers featured, while other advertisements included Richard Stapley, Paolo Di Canio and Ralph Ineson. In 1988, French model Estelle Lefébure appeared in the brand's print advertising. Imperial Leather's product history extends beyond soap bars. Earlier ranges included cologne, brilliantine, aftershave lotion, bath cubes, a shaving stick, a shaving bowl and shaving cream. Several of these products were discontinued, although some grooming products later returned in Australia. Australian extensions have included shaving cream, aftershave lotion, deodorant, body wash and hand wash. These extensions broadened the brand's use across the personal-care routine, while some newer variants used fragrances different from the original signature scent. PZ Cussons acquired the wider Cussons Group in 1975 through Paterson Zochonis; the corporate group adopted the PZ Cussons name in 2002. Imperial Leather has remained within that portfolio. Its promotional history includes sponsorship of the 1973 World Modern Pentathlon Championships, the 2002 Commonwealth Games, Ant & Dec's Saturday Night Takeaway, public-art charity activity involving a model cow, theme-park attractions and the 2011 Australian Open. Imperial Leather therefore combines a long-running heritage-soap identity with broader bathing, grooming and experiential marketing activity.

1. 2002Corporate group adopts the PZ Cussons name

   Paterson Zochonis renamed itself PZ Cussons, the current corporate owner associated with Imperial Leather.

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2. 1975Cussons Group is acquired by Paterson Zochonis

   The wider Cussons Group became part of Paterson Zochonis, the corporate predecessor of PZ Cussons.

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3. 1942Wartime rationing campaign

   Advertising positioned Imperial Leather as a longer-lasting soap during Britain's wartime rationing of soap.

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4. 1938Imperial Leather soap is created

   Cussons developed the soap that became Imperial Leather, initially calling it Russian Leather before adopting the Imperial Leather name.

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5. 1921Bayleys is acquired by Cussons Sons & Co

   The acquisition brought the Bayleys fragrance heritage into the Cussons business associated with Alexander Tom Cussons.

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6. 1768Orlov fragrance commission establishes part of the brand's fragrance ancestry

   Count Grigory Orlov commissioned a perfume from Bayleys of Bond Street in London. The later Imperial Leather story links its signature aroma to this perfumery heritage and to Russia leather.

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A heritage personal-care brand positioned around a distinctive, traditional fragrance, durable soap and accessible everyday bathing products, with occasional luxury, fantasy and family-oriented advertising.

• Imperial Leather bar soapBar soap1938

  The core product line and the principal source of Imperial Leather's heritage identity. The soap is associated with the brand's distinctive Russia-leather-inspired fragrance and with advertising that historically emphasized longevity, bathing comfort and everyday indulgence.

• Imperial Leather FoamburstFoaming body wash

  A later extension of the brand into foaming wash products. Its 2013 advertising used a genie and magic theme, demonstrating the brand's continuing use of theatrical imagery to make a routine bathing product distinctive.

• Imperial Leather body wash and hand washLiquid personal care

  Liquid formats broaden the brand beyond its traditional soap bar into shower and hand-cleansing occasions. The range has included multiple fragrance variants, some of which do not reproduce the original Imperial Leather scent.

• Imperial Leather shaving and aftershave productsMen's grooming

  Historical grooming products included shaving sticks, shaving bowls, shaving cream, brilliantine, cologne and aftershave lotion. Some products were discontinued, while shaving cream and aftershave lotion later returned in Australia in Original Red and Vertigo Grey variants.

• Imperial Leather deodorantDeodorant

  An Australian extension intended to diversify the name into another daily personal-care category. The available reference material does not establish its current distribution or complete variant line.

• 2013Foamburst genie campaign

  United Kingdom

  Advertising for Imperial Leather Foamburst used a genie theme and the line 'release the lather, feel the magic'.

  Outcome. The campaign extended the brand's established association with fantasy and sensory bathing.

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• 2004Ant & Dec's Saturday Night Takeaway sponsorship

  United Kingdom

  Imperial Leather sponsored the television entertainment program Ant & Dec's Saturday Night Takeaway.

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• 2002Fantasy television advertisements

  United Kingdom

  The brand used firemen, footballer and dancing-duck concepts in a series of imaginative television commercials.

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• 1999Rose tattoo television advertisement

  United Kingdom

  A television execution built around a rose tattoo formed part of the brand's later fantasy-oriented advertising.

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• 1988Estelle Lefébure print advertising

  United Kingdom

  French model Estelle Lefébure was selected for Imperial Leather's printed advertising.

  Outcome. The campaign continued the brand's use of polished, fragrance-led visual presentation.

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• 1970Triple bath television series

  United Kingdom

  A long-running series showed three family members bathing separately while travelling through imaginative settings by train, plane or spacecraft.

  Outcome. The series became one of the brand's best-known television advertising formats and linked bathing with family entertainment and escapism.

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• 1942Wartime durability advertising

  United Kingdom

  Print advertising presented Imperial Leather as a relatively durable soap and argued that it could help consumers obtain more value from ration coupons during wartime shortages.

  Outcome. The campaign reinforced durability and dependable luxury as central brand associations.

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• 2013Promote the Foamburst rangeProduct launch

  The brand was extending beyond traditional bar soap into contemporary liquid and foaming bathing formats.

  What changed. PZ Cussons supported Imperial Leather Foamburst with a genie-themed campaign.

  Aftermath. The campaign maintained the brand's fantasy-led advertising style while highlighting a newer product format.

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• 1975Move into the Paterson Zochonis groupM&A

  The wider Cussons Group was acquired by Paterson Zochonis.

  What changed. Imperial Leather continued within the acquired Cussons business.

  Aftermath. The corporate group was later renamed PZ Cussons in 2002.

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• 1938Create a signature-fragrance soapProduct launch

  Cussons drew on the fragrance heritage associated with Bayleys of Bond Street and the aroma of Russia leather.

  What changed. The company developed a soap initially called Russian Leather and soon renamed it Imperial Leather.

  Aftermath. The product established the name and fragrance associations that became the foundation of the brand.

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• 2011Imperial Leather sponsors Australian Open tennis

  The brand sponsored the Australian Open in Melbourne, with Imperial Leather branding displayed on players' chairs.

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• 2002Imperial Leather becomes a Commonwealth Games sponsor

  Imperial Leather sponsored the Commonwealth Games held in Manchester, extending the brand's event-marketing activity in its home market.

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• 1942Imperial Leather advertising emphasizes product durability during wartime rationing

  During British soap rationing in the Second World War, advertising presented Imperial Leather as a product that lasted longer and therefore helped consumers make better use of limited coupons.

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• 1938Imperial Leather soap developed from the Cussons fragrance heritage

  Cussons created the Imperial Leather soap using a version of the fragrance associated with Bayleys of Bond Street. The product was initially called Russian Leather before being renamed Imperial Leather.

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1. Imperial Leather