Royal advertising toothpaste pot lids

Royal patronage is not something new. Engraved images of British royalty were used by early toothpaste manufacturers, dentists and perfumiers to convey royal endorsement to boost their product sales in the nineteenth and early twentieth centuries. Packaged in high-quality ceramic pots, these toothpastes and powders promoted cleaning, beautifying and preserving the teeth and gums. These fascinating containers, sealed with a transfer-printed lid, feature inventive designs and typefaces and highlight sophisticated manufacturing and marketing skills to entice consumers. Many have been re-discovered from the excavation of former rubbish tips and are often the only tangible evidence of long defunct businesses that elected to use this latest form of packaging. Key points Presents the perceived value of royal patronage to early dental-related products. Shows the evolution of packaging for premium dental products over a century, from 1830 to 1930. Provides a glimpse into the marketing methods employed by dentists and chemists to raise brand awareness during the Victorian era.