Smart Les Saxoleine Highly Recommended [MLoEwnNY]

"Cheret produced a wide variety of posters for Saxoleine paraffin (lamp oil). All of them show in endless variations the vivacious 'femme de Paris' in a graceful pose. This poster is one of the best" (Paris 1900 p.98)

"Long before advertising science began to talk product recognition, Cheret was creating it with his Saxoleine posters. He started out by creating a homey atmosphere with warm friendly colours around the lamp; he then placed an attractive homemaker in close relation to the lamp and let her show pleasure at having such a bright light to illuminate the room. The product itself, a bottle of kerosene, is not shown. But Cheret knew that women would aspire to the beauty and high spirits of his model" (Gold p.20)