Alexander Oscar Levy Watercolor, Cover Artwork gouache painting for Larkin Soap Company advertising 1925 catalog cover original artwork "The Larkin Plan" Gouache Drawing painting for their 50th anniversary catalog cover
Alexander Oscar Levy (American, 1881-1947) original artwork "The Larkin Plan" Gouache and powdered gold on paper. "The Larkin Plan" commissioned for cover of 50th anniversary catalogue, 1925

The Larkin Company, also known as the Larkin Soap Company, was a company founded in 1875 in Buffalo, New York as a small soap factory. It grew tremendously throughout the late 1800s and into the first quarter of the 1900s with an approach called "The Larkin Idea" that transformed the company into a mail-order conglomerate that employed 2,000 people and had annual sales of $28.6 million (equivalent to $417,788,000 in 2022) in 1920. The company's success allowed them to hire Frank Lloyd Wright to design the iconic Larkin Administration Building which stood as a symbol of Larkin prosperity until the company's demise in the 1940s. Larkin's first salesman was his wife's brother, Elbert Hubbard, n 1881, the company initiated door-to-door sales to private residences to complement its mail solicitation to storekeepers. To establish brand identity and keep up with competitors, Hubbard inserted a modest premium into every box of soap starting with a color picture of the company's logo.[2] This coincided with the growth of the company's mail-order business and the strategy of gift premiums escalated quickly into larger and more interesting souvenir picture cards than his competitors. From there, Larkin and Hubbard began experimenting and refining the practice. Soon a handkerchief was included with the "Pure White" toilet soap and then a bath towel with the purchase of "Ocean Bath" soap.[3]

Larkin and Hubbard decided to market directly to consumers, and by 1885 had eliminated all middlemen, including their own salesmen. With the money saved on sales commissions, Larkin was able to offer better premiums. In 1891, Larkin placed its first large wholesale order, $40,000 (equivalent to $1,303,000 in 2022) worth of piano lamps. The next year it expanded into Morris Chairs worth $80,000 (equivalent to $2,606,000 in 2022) and oak dining chairs worth $125,000 (equivalent to $4,071,000 in 2022). One of the most popular giveaways was the Chatauqua Desk. For a $10 order of soap, the customer would receive the soap and the desk, a $10 premium. The idea grabbed the attention of the public, and through further refinement, Larkin began offering a variety of both products and premiums. The "Combination Box", advertised in the 1890s, offered enough soap and toiletry products to last an average family one year.[3]
In 1893, the catalog was sent to 1.5 million customers.
27.5"H x 19"W

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