Rudy magazine draft 12

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RUDY PROFUMI 1920The beginningRUDY PROFUMI was founded in 1920 in Milan by Spiridione Calabrese. The founder’sjourney to become a perfumer started six years earlier. Originally preparing hairdyes in his small salon in Milan’s Via San Paolo district near the Piazza del Duomo,Calabrese shifted his focus to cosmetics and became a perfumer.Rudy, Agrement, in two similar presentations of the coach and carriage.
In 1914, he let his brother take over the salon andSpiridione established a small workshop at his home,where he produced leather hair rollers, blush, facepowders, and lipsticks. The first blush he producedwas given the name “Doren.” He was the first Italiancosmetics maker to work out how to blend and fixlip coloring into a stick. In those early days, lipstickconsisted of powders pressed with oil and sold in tinytins. But Spiridione created a formula to solidify thelipstick paste and sold it in a cardboard case and thenin a plastic tube. Soon, Italian ladies’ handbags werefull of packages of lipstick. Well-known firms wouldcome to the small family-run workshop to buy lipstickand sell it under their own factory brand.Attentive to the moods of customers, and with theenthusiasm and popular trends of Italian society,Spiridione chose the name “Rudy” for his company,naming it after the popular 1920s Italian actor RudolphValentino - who was the most fascinating and popularscreen star of the early 20th century. What startedas a small family-run workshop became an industrialcompany under the Rudy Profumi brand.Advertising poster for RudyCosmetics, 1930.The Rudy brand name wasused for luxury products,and less expensive productswere given the brandname Ubery. The Uberyproduct line was sold inpharmacies and boutiques.The company remainedfaithful to providing qualityproducts with affordableprices for the modern womanand marketed theircosmetics and perfumes tothe masses.Rudy Profumi rose to prominence in part throughclever radio campaigns and print advertisements. Thecompany’s familiar slogan—“Il segreto dello sguardoche affascina” (The Secret of the Gaze that Charms),appeared in 1930s prestigious ladies’ magazines andon the big screen during intermission advertisementsbetween feature films at local theaters.Rudy compact (picture right) RUDY 1930s. Elegant metal powderbox. The black background highlights the name of the companyinside a triangle, surrounded with a geometric floral pattern,classic example of the art deco style.5
Page 1 and 2: AUTUMN 2020JOURNALRUDY PROFUMICeleb
Page 3: Perfume Passage Foundation789 Plum
Page 7 and 8: In the 1950s, Rudy Profumi was awar
Page 9 and 10: The United States feared that pover
Page 11 and 12: FROM THE SOUTH...With the arrival o
Page 13 and 14: RUDY PROFUMIAfter the WarAfter WWII
Page 15 and 16: Subsequently, Calabrese (picture le
Page 17 and 18: Looking back on these collectible i
Page 19 and 20: REBUILDING LA DOLCEVITAThe 1940’s
Page 21 and 22: ITALIANS DO IT BETTERFashion and De
Page 23 and 24: Grandiose shows continued over then
Page 25 and 26: Prior to the great war Paris wasthe
Page 27 and 28: Made by a handful of small, family-
Page 29: The well-known elements of Italian

Rudy magazine draft 12

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