Soap on display at the museum

Soap, the first advertiser...

Soap is supposed to be used by everyone, and every day its potential target, as advertising agencies say, is huge. From there, it is logical that soap makers were among the very first advertisers, their very first ads appearing around 1820! And still today, moreover, the cosmetics industry has the largest communication budgets.

 

A very unusual collection!

In 2010, the museum entitled "Quand le savon fait sa pub" (When soap makes its ad) opened at the Domaine de Mestré. It presents an incredible collection of advertising posters that open about a century, from 1860 to 1960, and tell us the history of hygiene, an evocation of progress, and an evolution of the place of women during these years. The whole makes it a unique museum of its kind.

 

An artisanal factory.

The soap factory of the Domaine de Mestré is an artisanal and family business, the soap going from mother to daughter! The beginnings took place around 1970, with the meeting between a soap chemist from Cher, and a couple of farmers established at the entrance of Fontevraud l'abbaye, who were looking to complete their activities.

Today it perpetuates a know-how that has almost disappeared, because very few people still "saponify" to make pure soap, 100% vegetable, without any chemical additives.

You can, of course, visit it and treat yourself by shopping for a few products, then go green by taking advantage of the comfortable hotel in the old family home, and by prolonging the beautiful summer evenings on the terrace near the century-old lime trees.

 

Savonnerie Martin de Candre
Musée « le savon fait sa pub »
Hôtel
Domaine de Mestré
49590 Fontevraud l’Abbaye
Tél.  : 02.41.51.75.87

contact@martin-de-candre.com
https://www.martin-de-candre.com/

 


To go further....

L'Affiche de A à Z

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Aspro, Bic, Monsavon... des affiches drôles, simples et inoubliables, qui ont consacré Savignac comme le plus grand des affichistes contemporains. Aux créations récentes s'ajoutent des productions plus anciennes qui démontrent que l'artiste n'a rien perdu de sa fraîcheur, et le concepteur de son humour. Savignac nous donne aussi, à raison d'un mot par lettre de l'alphabet, sa définition de quelques notions-clefs du monde de la publicité : communication, fric, humour, idée...
AFFICHES DE LA PUBLICITE

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Ce livre présente un ensemble remarquable d'affiches qui ont marqué le graphisme publicitaire de la Belle Époque aux années 1980. Divertissement, transport, alimentation, vie quotidienne, aucun domaine n'échappe à l'exigence de créer du désir dans la société de consommation qui s'affirme au xxe siècle. Conçue par des mains expertes, ces messages de rêve, d'évasion, de beauté mais aussi d'humour ont marqué la mémoire collective par leur force esthétique. De Toulouse-Lautrec à Savignac, en passant par Cappiello, Cassandre, Colin, Loupot, Morvan, Savignac et Villemot, ces imprimés au graphisme soigné nous montrent comment le support publicitaire a su se hisser au rang des beaux-arts.

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