During the first year Cesar instructed his wife about the sales of their merchandise and the details of perfumery,--a business which she understood admirably. She really seemed to have been created and sent into the world to fit on the gloves of customers. At the close of that year the assets staggered our ambitious perfumer; all costs calculated, he would be able in less than twenty years to make a modest capital of one hundred thousand francs, which was the sum at which he estimated their happiness. He then resolved to reach fortune more rapidly, and determined to manufacture articles as well as retail them. Contrary to the advice of his wife, he hired some sheds, with the ground about them, in the Faubourg du Temple, and painted upon them in big letters, "Manufactory of Cesar Birotteau." He enticed a skilful workman from Grasse, with whom he began, on equal shares, the manufacture of soaps, essences, and eau-de-cologne. His connection with this man lasted only six months, and ended by losses which fell upon him alone. Without allowing himself to be discouraged, Birotteau determined to get better results at any price, solely to avoid being scolded by his wife,--to whom he acknowledged later that in those depressing days his head had boiled like a saucepan, and that several times, if it had not been for his religious sentiments, he should have flung himself into the Seine.
Harassed by some unprofitable enterprise, he was lounging one day along the boulevard on his way to dinner,--for the Parisian lounger is as often a man filled with despair as an idler,--when among a parcel of books for six sous a-piece, laid out in a hamper on the pavement, his eyes lighted on the following title, yellow with dust: "Abdeker, or the Art of Preserving Beauty." He picked up the so-called Arab book, a sort of romance written by a physician of the preceding century, and happened on a page which related to perfumes. Leaning against a tree on the boulevard to turn over the leaves at his ease, he read a note by the author which explained the nature of the skin and the cuticle, and showed that a certain soap, or a certain paste, often produced effects quite contrary to those expected of them, if the soap and the paste toned up a skin which needed relaxing, or relaxed a skin which required tones. Birotteau bought the book, in which he saw his fortune. Nevertheless, having little confidence in his own lights, he consulted a celebrated chemist, Vauquelin, from whom he naively inquired how to mix a two-sided cosmetic which should produce effects appropriate to the diversified nature of the human epidermis. Truly scientific men--men who are really great in the sense that they never attain in their lifetime the renown which their immense and unrecognized labors deserve--are nearly always kind, and willing to serve the poor in spirit. Vauquelin accordingly patronized the perfumer, and allowed him to call himself the inventor of a paste to whiten the hands, the composition of which he dictated to him.
Birotteau named this cosmetic the "Double Paste of Sultans." To complete the work, he applied the same recipe to the manufacture of a lotion for the complexion, which he called the "Carminative Balm." He imitated in his own line the system of the Petit-Matelot, and was the first perfumer to display that redundancy of placards, advertisements, and other methods of publication which are called, perhaps unjustly, charlatanism.
The Paste of Sultans and the Carminative Balm were ushered into the world of fashion and commerce by colored placards, at the head of which were these words, "Approved by the Institute." This formula, used for the first time, had a magical effect. Not only all France, but the continent flaunted with the posters, yellow, red, and blue, of the monarch of the "The Queen of Roses," who kept in stock, supplied, and manufactured, at moderate prices, all that belonged to his trade.
At a period when nothing was talked of but the East, to name any sort of cosmetic the "Paste of Sultans" thus divining the magic force of such words in a land where every man hoped to be a sultan as much as every woman longed to be a sultana, was an inspiration which could only have come to a common man or a man of genius. The public always judges by results. Birotteau passed for a superior man, commercially speaking; all the more because he compiled a prospectus whose ridiculous phraseology was an element of success. In France they only made fun of things which occupy the public mind, and the public does not occupy itself with things that do not succeed. Though Birotteau perpetrated this folly in good faith and not as a trick, the world gave him credit for knowing how to play the fool for a purpose. We have found, not without difficulty, a copy of this prospectus at the establishment of Popinot and Co., druggists, Rue des Lombards. This curious document belongs to the class which, in a higher sphere, historians call /pieces justificatives/. We give it here:
THE DOUBLE PASTE OF SULTANS AND CARMINATIVE BALM
Of Cesar Birotteau.
MARVELLOUS DISCOVERY!
Approved by the Institute of France.