Jules Montenier
Jules Bernard Montenier | |
|---|---|
| Born | 23 March 1895 Chicago, Illinois, U.S. |
| Died | 20 August 1962 (aged 67) |
| Occupation(s) | Inventor, cosmetic chemist |
| Known for | Creator of Stopette antiperspirant; sponsor of What's My Line? |
Jules Bernard Montenier (March 23, 1895 – August 20, 1962), hailing from Chicago, Illinois, was a prominent American inventor and expert in cosmetic chemistry. He established the cosmetics firm Jules Montenier, Inc. and created Stopette, an antiperspirant product famously known for sponsoring the CBS game show What's My Line?. The brand’s tagline, showcased at the beginning of sponsored episodes, proclaimed "Poof! There goes perspiration." On the program, Montenier was introduced as "the famous cosmetic chemist."
Patents and innovations
Montenier was granted multiple patents, with his most distinguished being US patent no. 2,230,084 (issued January 28, 1941) for an "Astringent preparation". This patent tackled the issue of the high acidity of aluminum chloride, a primary antiperspirant ingredient, by incorporating a soluble nitrile or related compound. This advancement was utilized in Stopette, which Time recognized as "the best-selling deodorant of the early 1950s". A comparable patent was also secured in the United Kingdom under GB0527439.
In addition, Montenier obtained a patent for the unique shape of the Stopette bottle (US Design Patent D168,109), a design that appeared on scorecards during the show's sponsorship on What's My Line?.
In 1947, Montenier partnered with engineers from Plax Corporation to patent the "Unitary container and atomizer for liquids" (US patent no. 2,642,313). This innovation allowed Stopette’s underarm deodorant to be dispensed through squeezing a plastic bottle. It marked one of the earliest commercial applications of plastic packaging and generated substantial industry demand by positioning plastic as a competitor to glass containers.
Montenier also held a design patent for an ornamental shaving bowl (US design patent D143,437).
What's My Line?
Within the initial segment promoting Stopette, Jules Montenier, Inc. also marketed "Poof! Deodorant Body Powder" and "Finesse, the Flowing Cream Shampoo." By mid-1953, Montenier himself appeared on-screen following mentions of these products.
Sponsorship of the show
The premiere two episodes of What's My Line? in 1950 suffered from subpar production quality. CBS appreciated the concept but insisted on enhanced production values or risked cancellation, anticipating that a sponsor would be secured by episode three.
Franklin M. Heller, an innovative television director, addressed critical issues by restricting camera movements and repositioning moderator John Daly along with the panel to improve pacing and flow. He also organized rehearsals involving camera crews and mock participants to refine execution.
Following episode three, Dr. Montenier agreed to sponsor the show, making Stopette its advertising emblem for eight years as either sole or alternating sponsor.
Bennett Cerf observed that although initially overlooked by major advertisers, What's My Line? grew to achieve strong ratings and national reach, causing advertising rates to increase significantly. Montenier declined co-sponsorship opportunities and remained sole sponsor until escalating costs exceeded Stopette’s sales revenue, compelling him to sell his company—a decision that profoundly affected him. After his passing, Cerf recalled cartoons captioned "Poof! There goes Dr. Montenier!" symbolizing the conclusion of an era.
Appearance as Mystery Guest
On the February 12, 1956 episode of What's My Line?, Montenier featured as the Mystery Guest, introduced as "Dr. Jules Montenier, Creator & Manufacturer of Stopette," with his "line" described as "Our Sponsor (For Past Six Years)." Despite the clue that he was self-employed, the panelists were unable to identify his profession, resulting in Montenier successfully "stumping the panel and winning the game," as host Wally Bruner remarked. His visit served to honor the program’s six-year anniversary. Daly commended him for being a considerate sponsor who did not interfere with production, while Montenier conveyed his gratitude for the show.
Throughout his segment, Montenier remained seated; unlike other guests who typically entered and greeted the panelists standing. This was due to his left leg amputation following a 1954 automobile accident that also tragically took the life of his wife, Helen.
Effect on Scheduling and Broadcast Regions
Following Montenier’s Stopette becoming the main sponsor in March 1950, CBS shifted What's My Line? from its Thursday 8:00 p.m. slot to alternate Wednesdays at 9:00 p.m., before ultimately moving it to Sundays at 10:30 p.m. This later time enabled appearances by prominent Broadway performers who finished their shows by 10:00 p.m. Both Montenier and his advertising agency endorsed this scheduling change, with CBS agreeing to reimburse any viewer losses.
However, sponsorship by Jules Montenier, Inc. limited the program’s broadcast availability; approximately one-third of U.S. television markets—primarily in southern states and parts of Pennsylvania—did not carry What's My Line? until 1956 because the advertising agency only acquired airtime in regions where Montenier’s products were sold. Notable excluded markets included Columbus (GA), Tallahassee (FL), Savannah (GA), Spartanburg (SC), Jackson (MS), Memphis (TN), Lancaster (PA), Meridian (MS), and Lexington (KY). The 1956 purchase of Jules Montenier, Inc. by Helene Curtis Industries broadened product distribution nationwide, allowing What's My Line? to be broadcast across all U.S. markets.
In Popular Culture
The Harvard Lampoon, which preceded National Lampoon, published a cartoon depicting Montenier bursting through a building’s roof with the caption “Poof! There goes Dr. Montenier.” Bennett Cerf characterized Montenier as "a sweet man—but a bit of a fraud."
Corporate Heritage
Cerf reflected that the 1956 acquisition of Montenier's company by Helene Curtis had a profound impact on him personally. In 1996, Unilever, the British-Dutch multinational corporation, acquired Helene Curtis and as of August 2016 holds all associated patents, trademarks, and copyrights.