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Feret Perfumery in the 1930s

A long family history

1878 : the Féret brothers, Lucien and Roger, succeeded their father, who had founded the company in 1865. They created a new company, Féret Frères, which ensured the distribution of big names such as Cutex, Pétrole Hahn, Nivea, Bourjois, Colgate, Odo-ro-no, Bayer …
Féret Parfumeur was already making Bloc Hyalin and Hyalomiel in France.
1900 : Bloc Hyalin won three medals at the Paris Universal Exhibition. Bloc Hyalin was an essential product for barbers, hairdressers and dermatologists.
Hyalomiel was a popular skin care treatment with many uses. At the time, it was used by the whole family and valued for baby care.
In the 1930s the Féret brand enjoyed world-wide prestige and the company employed more than 700 people in France and had several outlets overseas.
Féret Parfumeur had its own shop on the Faubourg Poissonnière area of Paris.
Féret Frères had at its disposal a sales force of 150 people and owned several delivery and exhibition vehicles. Féret Frères enjoyed at that time a quasi monopoly on the distribution of branded cosmetic products in France.
In the 1970s, on the death of Mr Lucien Féret, mainstay of the distribution side at Féret Frères, contracts with the quality brands came to an end. Féret Parfumeur continued the production and the distribution of its own brands: Bloc Hyalin and Hyalomiel.
1975 : Mme Féret (Roger’s daughter) ran the company with her husband, Etienne Vannier then in charge of a large Cognac enterprise, and permanently established the distribution in pharmacies in France and to a lesser extent in the United States.
2012 : Alexis Cabanne, one of the grandsons and very much attached to the brand, took up the family tradition. Féret is now benefitting from a new lease of life and a re-launch in the export market.

Original delivery truck

Often imitated but never equalled

Since its creation at the end of the 1800s, Bloc Hyalin is a product that has been copied. Already the company was defending itself and systematically contesting forgeries. We retain the judgements and convictions of the Court of Appeal in Paris from the early years dating from 1899.
Until 1930 a veritable marketing and communication arsenal was established. Each of our products carries this label: The judgements of convictions are inserted in the boxes with information translated into Spanish, English and German… impossible to doubt that Bloc Hyalin from Féret Parfumeur is the Original since 1878. Its shape, its size and its quality make a unique product.

Original advertising from the catalog 1930

A balance between the past and present

This incredible history has left a veritable treasure made up of advertising, old publicity material, catalogues, original packaging and press articles. This is what drives Alexis Cabanne today to want to re-launch a complete range made in France that remains true to the identity of the brand.