Nicholson, J., and sons (Bradford), ‘Oriental tooth Paste’ for J&E Atkinson’s Perfumery (London), ca. 1882-1900, chromo lithograph, advert card 9 x 14 cm.
As ‘an unrivalled preparation for cleansing, beautifying & preserving the teeth and gums,’ this trade card promotes the use of toothpaste: in this period it did not come in a tube but a porselain box.
J&E Atkinson was started by the J, James, in 1799 and became popular by its British ‘fresh and yet spicy’ answer on the less stronger continental (especially Italian) Eau de Colognes.
Like in the early Colognes, also in this advertisement the link to the British colonies can be found: first after the Battle of the Nile, admiral Horatio Nelson defeated the French army in Egyp in 1798. In 1882 Egypt came under British rule untill 1914 (the veiled protectorate), the specific period this trade card was made in. I would suggest this card being made after 1882.
The scenery is a typical egyptianesque phantasy: huge stairs leads to sandy Giza plateau with palmtrees. Between the three charateristic pyramids, locals stroll around or ride camels or temperamental horses. Closeby a pair on the stairs just passed an obelisque, showing the collage-like character Nicholson made of the landscape: this pharaonic monument can not be found nearby the pyramids. The size of the colossal sphinx with the pyramid as its decor reminds of the great Giza sphinx. Yet its placement, overlooking the steps, is not conform reality. Neither is its appearance with the short paws, its breast decoration and the royal headdress, the nemes. You can even wonder if, despite its plinth, we are looking at a sculpture or a ‘living’ creature with its suggestion of fur en especially the vivid gaze.
Arab Egypt could have been chosen as the decor, since in a puclication of 1875 tooth paste powder was recognized in antique Roman sources as an Arab product:
“Calpurnius, I greet you with some quick verse. I sent you, just as you asked me to, clean teeth and a bright smile, the product of Araby, a little powder, noble, fine and whitening, something to reduce the swelling of your little gums, to brush away yesterday’s leftovers, so that nothing dinghy and nasty might be seen should you part your lips in laughter.”2
The item can also be fond in other collections:
* Boston Public Library, Boston Massachusetts: inv.nr. 10_03_002101:
https://www.digitalcommonwealth.org/search/commonwealth:5h73z5163
* Yale Center for British Art,New Haven, Connecticut: inv.nr GT2340 J35 1880z: http://collections.britishart.yale.edu/vufind/Record/2031305/Home
Notes:
1. http://www.atkinsons1799.com
2. Apuleius, Apologia, 6 in:Smith, William, D.C.L., LL.D.,
A Dictionary of Greek and Roman Antiquities. London: John Murray, 1875. http://penelope.uchicago.edu/Thayer/E/Roman/Texts/secondary/SMIGRA*/Dentifricium.html