3-077-793 - The Print Collector/Heritage Images

Advertisement for Elliman's Embrocation: the man who uses it Leads the Way, 1890. 'A copy of the above picture, suitable for framing, may be had post-free...'. The embrocation made by Elliman, Sons & Co. was first sold in 1847 as a rub for animals. By 1850 it was being sold for use by humans, as an aid for aching muscles and joints. James Elliman Senior claimed that his success was down to two things - firstly, the quality of the product, and secondly to his policy of spending half of his profits on advertising, an unusual move at the time. The slogan was 'An Excellent Good Thing', and Elliman & Co. is credited with being the first company to use a cartoon strip in its advertising. James Elliman Senior made both his sons, James Junior and Samuel, partners in the company, and they took it over following his death in 1870, opening a new factory in Chandos Street. Samuel died in a hunting accident in 1884, and James Junior took sole charge of the company. The embrocation was made from eggs, turpentine and vinegar. There were two products - 'Universal Embrocation' for humans, and 'Royal Embrocation' for animals - but there was supposedly no difference between the two. From "Illustrated London News", 1890.