Mar 01, 2018 - Sale 2467

Sale 2467 - Lot 76

Price Realized: $ 3,900
?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 5,000 - $ 7,500
62x45 1/2 inches, 157 1/2x115 1/2 cm. Les Belles Affiches, [Paris.]
Condition B+: repaired tears, restored losses, creases and restoration in margins, into image; creases along unobtrusive vertical and horizontal folds.
The success of Cointreau as a product can as much be attributed to their advertising as to the delectable nature of the product itself. Their first play into popular advertising was in 1898 when Francisco Tamagno designed a poster for the company featuring "a white Pierrot wearing glasses licking a big bottle of Cointreau. Why the glasses? They had been added at the time of printing the poster by the printer Camis to make a joke about Mr. Edouard Cointreau whose myopia was legendary. This detail was so successful that it was preserved" (Reclame p. 46). The Pierrot appeared in other posters, most notably those of Jean Mercier, who visually updated the character for the 1920s and 30s. Loupot also "reworked and refined [the character] . . . He uses the color of the liquor, which he cleverly works with a set of gradients . . . to obtain this range of warm shades, and a texture evoking the skin of the fruit. It should be noted the clever use of the reserve to enhance the white face of Pierrot" (ibid). Loupot 86A, Drink p. 135, Reclame 19.