For many individuals, the aroma of menthol emanating from a blue jar with a turquoise cap evokes childhood memories of comfort during bouts of coughs and colds. Vicks VapoRub has been a cornerstone in households around the globe for over a century, with its origins traced back to the health crises of the early 20th century, particularly the Spanish flu pandemic.

The narrative begins with Lunsford Richardson, a pharmacist in North Carolina, who, in 1894, sought a remedy for his nine-year-old son suffering from croup, a debilitating respiratory infection. Driven by paternal instinct, Richardson experimented with various aromatic oils and compounds at his pharmacy, ultimately crafting an ointment that brought relief to his son. Initially dubbed Vick’s Croup & Pneumonia Salve, the concoction combined menthol, camphor, eucalyptus, and other oils, effectively aiding in opening congested airways.

Richardson’s choice of the name “Vicks” stemmed from a plant known for its menthol-like scent and in honor of his brother-in-law, Dr. Joshua Vick. In 1911, the product was rebranded as Vick’s VapoRub Salve under the management of Richardson’s son, Henry Smith, who had taken the reins of the family business.

When the Spanish flu ravaged the globe seven years later, Vicks VapoRub emerged as a trusted remedy. The brand’s marketing strategies showcased a commitment to community health, promoting informative content on flu symptoms and preventative measures alongside their product. This proactive approach positioned Vicks as not just a product but a nurturing presence during a tumultuous time, further solidifying its reputation.

Sales soared, with reports indicating that orders for VapoRub jars skyrocketed in late 1918 – far exceeding anticipated demand. The company mobilized to increase production, with their factory operating extended hours to meet the unprecedented volume. From a modest yearly revenue of 0,000 to .9 million within a year, Vicks VapoRub became synonymous with cold and flu season, admired for its efficacy and reliability.

Over the decades, Vicks underwent innovative marketing transformations, including whimsical advertising campaigns such as a children’s book illustrating the adventures of elves using the ointment. Today, Vicks VapoRub is available in approximately 70 countries and produces over one million gallons annually, remaining a cherished staple in homes worldwide. By weaving itself into the fabric of familial experiences, particularly in the U.S., Vicks VapoRub continues to evoke nostalgia, embodying a cultural icon like no other.

This article is part of Ordinary Items, Extraordinary Stories, a series exploring the fascinating histories behind everyday products.

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