There are people who are in thrall to other people's slogans, and there are those who invent their life become more acute. Henri Brocard heard that beauty will save the world, but common sense and native grandfather suggested that there is a more constructive slogan: "purity will save the world"!

Why be surprised? It's his grandfather invented the coconut soap. Family soap the secret of the grandfather passed to her grandson. But set a condition: to avoid the grandfather competition in Paris, i.e. the experimental part with soap and water move to any bath away. And grandson with great enthusiasm and grandfather's recipe of soap left in Russia.

In 1862, 24-year-old Henri Brocard, who in Russia Henry, met with some Rave Charlotte, born in Belgium, but his father brought back to Russia for good education (Yes, back then this was not a paradox). Charlotte was trained in the best Moscow boarding-house and Henry took this as a gesture of fate. In one of her class studied girls from the best noble families. To start in Russia perfume and it was much easier, if the wife knew the needs of potential buyers of perfume. Well, only a fool would have missed such happiness. Brokar I wasn't stupid.

VIOLETS FROM CLEOPATRA

Henri Brocard
The bride immediately put the question bluntly: "Monsieur, pardon me, but how are you going to feed my darling Charlotte? Note, I say "dear" in the truest sense. If you knew, what is her appetite!". Brocard believed that knows how, solving the equation on the appetite, minus make plus. Upon arrival to Russia he organized his laboratory perfumes. However, in the laboratory managed to remove only the stable, but the omission here was not about the Russian perfume and groin.

Around the Belgian imponencia spun a tenor. Brocard realized that if he didn't get rid of tenor, not to see his Charlotte. Conjured in his laboratory, he created an artificial scent of violets. Well, not he thought, just remembered that even the wily Cleopatra discourage annoying suitors it is the smell of violets. This Egyptian profura somehow knew that the scent of violets adversely affects the vocal cords.

And here in the house of Ravi organized the event: presentation of the groom, or a demonstration of his awesome talent. When the door to the living room drew Henry Brocard with a basket of artificial violets in hand, many had a thought: "All that the competitor has surrendered!". Indeed, the competitor looked lost, long sought where to put your bouquet, and having lost all common sense, put the offering on the piano. But Victoria expected tenor turned sudden embarrass. The hope and love of family Rave let the rooster. And what! And after "cock" and she flew out of the house aesthete, Rave, not bearing false.

But to get the chance to create a family — that's half the battle, the family really need to feed. Someone fed hands, and someone and the nose. No wonder then Brokar was often called "Sweet Henry" for his special talent to invent smells. Henry did not pull and went to Paris in the famous firm "Ruth Bertrand". There sniffed, looked at each other and fork, laying out on the table tight wad of money for the Brocard invented the production technology of concentrated perfume. On his return the groom Charlotte this tutu has laid before the Pope Rave. And he finally said to himself: "Yeah, this Henry cocks to put will not, and will always have a fat cock for dinner!". Ah, old thing, and you could clarify: what exactly does Rava Belgian name, is not whether my father's philosophy and the roots of the name Odessa? In short, cachename, i.e., matchmakers, it's not.

PERFUME ON A FAMILY CONTRACT

The young couple will sooner or later divide responsibilities: who earns money and who cooks the dinner. The young family settled was not quite typical — both husband and wife cooked, though, not lunch, and soap, hoping to earn money through donated his grandfather's recipe. Cooked in two huge pots, which were in the abandoned stables of a Tabor. The stables smelled like a greenhouse in bloom, but the business did not prosper. Revenue in record-month has reached 3 rubles.

Somehow in the evening to their house looked friend Charlotte Dolly krasnicka, an aristocrat from head to shoes.

— Mon serocca, ' she said to her friend, — you can forgive the lack of Henry, but you should know that if your soap though, the most beautiful in the world, no pompous aristocrat to him wouldn't touch. It is the sad truth, and it is better to be disappointed than broke. Throw your soap making.
Thank you, Dolly, you have no idea how helpful, giving good advice.
— What will you do?
— Like what? Of course, soap. Only now, the aristocrats chase us.

Dolly did not understand. Understood nothing, and Henry. But I felt that Charlotte's up to something. She was seething:
— How many of those aristocrats in Moscow?! With tens of thousands. Henry, you want to say that I wanted to earn ten thousand rubles? For me personally this figure does not suit. We must think about the millions.
But it needs millions of buyers!
— A Moscow. They even live in our house. Have you seen, than to clean out the janitor? The liquor, which receives from the ash. A lot of trouble, but he believes that it is cost effective.
But the janitor would never buy a piece of soap for the ruble.
— Of course, not buy. And for a penny will buy. For his grandson going to buy. Here we start with baby soap price one penny.

MARKETER FRAGRANT BRAND

Now would say that Charlotte came up with a marketing ploy. Brokery began to make soap for children, and, in the form of colored cubes. Wish — wash yourself and want — play. But on each cube was still forced out one of the letters of the Russian alphabet. Parents liked that the children at the same time enlightening. Today it would be called "three in one". And shalt gather the whole alphabet, get the prize. Yeah, good zavlekalovka came up with Charlotte Brocard. Soon families in a simple steel cube to collect the alphabet and Brokery steel pennies to collect his fortune. But that's not the point: the people have tasted and realized that the soap-smelling flowers smelling better chimney ash.

Brokeri started with 3 rubles, then the annual turnover has reached 12 thousand, and in 1890, slightly North of 2.5 million rubles. Now is the time to deal with raised his nose aristocrats. But to teach them something, apparently, was unreal, but to teach wanted. The case has helped.

The Emperor Alexander II was very fond of children and did everything that their number grew, and, by his efforts. The successes were evident. And here in Moscow there arrives the Duchess of Edinburgh Maria, another "effort", i.e. daughter, Alexandra. Starts bustle, fuss, hassle, in a word, "the Emperor's reception in the Kremlin". Not without difficulty to the reception penetrates the Henry Brocard and commercials casually gives the guest a basket of flowers. What a miracle! Roses, daffodils, lilies of the valley — delicate petals, slender stems, divine color. Much flavor — fantastic! The Duchess inclined to sniff — and suddenly shock. It's all wax! Magnifique! The next day the whole of Moscow what he's talking about, and the day after the Trading house "Brokar and Co" becomes the supplier of the court of the Duchess of Edinburgh, well at the same time and the Russian Imperial court, and yet, complete, somehow, and Spanish.

By that time, Brocard was already released not only soap, but also a dozen other spicy things: floral water, perfume, powder, lipstick, etc. has Already won at European shows the highest number of awards for their perfume discoveries and fragrant temptations. Compatriots Brokar, the French perfumers, already saw him as such a serious competitor that tried his best to lower his rating, let the sale of its products in the best shops. Even in Russia, Brocard was considered almost an fragrant king of the Kingdom, the nobles, hearing his name, curve, and prefer French perfumes. And produced by Brokar was clearly head and shoulders above the quality. But how to prove it?

And again Charlotte showed their business acumen. On the Russian perfumery market authority was the French firm "Lubin". That's great! Brokery bought a large batch of spirits "Lubin". In the presence of reputable witnesses purchased the vials were opened, the contents of the re-molten in a branded bottle of Brocard, and his perfume filled the empty containers of the Frenchman. Substitute in stores put together. Moscow snobs bought "the Frenchman" (and in fact Brokar), admiring: "What a beauty! What extravagance!". Bottles and pseudo-Brokar, barely holding to his nose, the curve, say, we are still far from the real Ikonnikov.

After some time, the Newspapers were told of the hoax. Moreover, Brokar offered to anyone who will bring back to the store the vials of substitution, to return the money. None of the bottle was not returned: whether the Moscow Beau Monde did not want to admit that he knows more about these spirits, like a pig in oranges, do, sniffed, convinced that it is not so settled and poor.

GUSHING PR

Settled with his wife could not live in peace, all the time something was invented. Somehow they suddenly used a fine publicity stunt: announced that at the opening of their next store will go on sale in sets of ten items (perfume, soap, powder, etc.), in short, "all settled" in bottles and packages of reduced size at the price of one ruble per set. Love the freebie of the Russian people has worked on all hundred. The action so frightened the police that that morning was forced to close the store settled, because from the night of the crowds of thousands was besieging the Bastille this perfume. Only two thousand lucky persons claimed the coveted box.

A growing number of admirers, and with them the income of the firm. Brokar began to invest in art. In the Shopping arcade on red square, i.e. in the present Gum, he opened a store, and a gallery with beautiful paintings and sculpture. And in the center of Gum scored the fountain, but not simple, but again in the style of Brocard. From the fountain instead of water beat Cologne "the Persian lilac", received at the Paris world exhibition gold medal. It's clear that the fountain went on the pilgrims as a Holy source. Many dipped into the fountain of jackets and then for weeks was fragrant because the smell Brokar, if pestered, they then accompanied the whole life.

Henry Brokar, becoming a Russian entrepreneur, to the end remained a Frenchman. When he felt his clock was about to stop, he informed the family that he was going for treatment in the French Cannes. There he died.

But his cause lived for a long time. Dear all, even uncompromising revolutionary power (or rather, wives of new rulers), and after 1917 Brocard has not disappeared, but was just slightly disguised. The production, which the Frenchman left Russian, did not touch it. Spirits just wrote is not "settled" and "Red Moscow". Maybe someone spur of the moment even thought that "red" means revolutionary. But opening the bottle and sniffing, immediately realized how wrong I was — "red" meant beautiful.