Zanol. The Better Way to Buy. Catalog No. 20. Edition A.

Cincinnati, OH: The American Products Company, May, 1925. Perfect bound (355 x 280 mm). Original brown wrappers printed in blue and cream, brown cloth backstrip. 78 pages, of which 16 are in full colour and the rest being uncoloured lithographs on single-colour backgrounds. With the original order form loosely inserted. Light rubbing at the extremities, small chips at the ends of the spine. A fresh copy in excellent condition. A beautiful, 78 page chromolithographic catalogue for the American Products Company's Zanol line of cosmetics, food products, and home goods, including 16 pages in full colour. A superb example of Art Deco marketing design. The American Products Company was founded in 1907 by three brothers, Albert, Edgar and Clarence Mihalovitch (Albert later changed his surname to Mills), of Cincinnati, who hoped to capture the growing Midwestern consumer market (see "Cosmetics by the American products Company", Collecting Vintage Compacts blog, January 2012). This catalogue promotes "Shopping in Your Own Home the Zanol Way", and explains that "the Zanol plan affords you the opportunity of buying the finest products possible to produce, direct from the maker, delivered right to your home, absolutely fresh, unconditionally guaranteed... The complete Zanol line comprises more than 350 products... all of them made from the choicest ingredients in our sanitary, daylight Pure Food Kitchens and Laboratories, under the direction of skilled chemists, chefs, and dieticians". Advertised here are a wide array of consumables, with a focus on powders and syrups that could be shipped easily and would appeal to an emerging middle class who were time and money-conscious. For the kitchen there are food flavourings and colours, and numerous instant mixes for soft drinks, jams and jellies, icing, cakes, pies, and puddings. Among them are Ezemade pumpkin pie filling ("it is now possible to serve delicious pumpkin pie throughout the year"); Flakykrust instant pie crust; Mapelade instant maple syrup ("now you can afford delicious maple syrup whenever you want it"); and even Ezemade ice cream powder ("just add to a quart of milk and freeze"). The broad selection of home goods include medications and hygiene products, house cleaning and repair supplies, hot water bottles, paints, insecticide, and even a set of salt and pepper shakers. Perhaps the most appealing section is the beauty line, comprising soaps and toothpaste ("don't envy pretty teeth - have them"); face and body powders; a variety of lotions including almond, lemon and witch hazel, cucumber and benzoine, and "dermaline of roses" ("keep the alluring charms of radiant youth"); shampoos, pomade, and hair tonics; cosmetics including powder compacts and tubes of lipstick; and perfumes, primarily their three main lines, La Bara (named after the silent film "vamp" Theda Bara, best known for playing Cleopatra), Fleur d'Orient, and Dream Girl. There are also a number of gift sets packaging perfumes, soaps and cosmetics, including a shaving kit for men, sets for new mothers, and an attractive La Barra manicure kit.