Amid the backdrop of the 1918 Spanish flu, one small jar of ointment rose to prominence, soothing millions during one of history’s deadliest pandemics. This is the story of Vicks VapoRub, a product whose genesis is as profound as its impact.
Origins in a Father’s Love
In 1894, North Carolina pharmacist Lunsford Richardson created a medicinal salve to alleviate his young son’s severe croup symptoms. This early version, initially sold at 25 cents a jar, contained menthol, camphor, eucalyptus, and other oils in a petroleum jelly base, providing relief by clearing nasal passages and easing coughs. Originally named Vick’s Croup & Pneumonia Salve, the product’s name and formula were inspired by Richardson’s brother-in-law, Dr. Joshua Vick, and the aromatic Vicks plant.
Evolution to VapoRub
By 1911, under the leadership of Richardson’s son, Henry Smith, the family’s range of remedies was streamlined to focus exclusively on their most successful product. Renamed Vick’s VapoRub, the salve’s packaging transitioned to its now-iconic cobalt blue jar. The company, rebranded as Vick Chemical Company, began aggressive marketing and distribution strategies, including widespread free sampling and strategic advertisements.
Breakthrough During the Spanish Flu
The Spanish flu pandemic of 1918, which claimed an estimated 50 million lives worldwide, marked a turning point for VapoRub. The product’s sales surged as it became a go-to remedy for the flu’s respiratory symptoms. Unlike its competitors, VapoRub’s marketing strategy during the pandemic included educational ads about the flu, positioning the brand as a trusted household ally in health crises.
At the peak of the pandemic, demand for VapoRub was so high that the company struggled to keep up, with factories operating nearly 24 hours a day. By the end of 1919, sales had skyrocketed from $900,000 to $2.9 million.
Becoming a Global Staple
The post-pandemic era saw continued innovative marketing from Vick Chemical Company, including the publication of a children’s book promoting VapoRub. Today, Vicks VapoRub is sold in over 70 countries, with annual production exceeding 3.78 million liters. Its enduring popularity underscores its effectiveness and the deep trust it has garnered over generations.
The story of Vicks VapoRub is not just about a product, but about innovation, timely marketing, and the enduring power of a simple act of parental care that resonated globally during a time of crisis.