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De Milanaise

De Milanaise was a popular hair care product in Belgium around the 1930s. It was presented as a shampoo that cleaned, strengthened, and beautified the hair. According to the packaging, it protected against lice, nits, dandruff, oiliness, and itching. Instructions for use were printed on the box. The price was 1.50 francs.

The product was manufactured by Félix Moulard, based at 6 Barastraat in Brussels.

A striking advertising poster from that time, designed by John Onwy, shows a boy washing a girl's hair with De Milanaise shampoo. This illustration was used for in-store displays and is a fine example of the brand’s visual marketing strategy.

Although little is known about the full history of De Milanaise, these elements confirm its presence and popularity in Belgium during the 1930s.

9 Items

De Milanaise carte 11 – garçon se gratte dans son lit – démangeaison De Milanaise kaart 11 – jongen krabt hoofd in bed – jeuk

De Milanaise – card no. 11 – devilish itch
€3,00
De Milanaise carte 10 – garçon compare les cheveux à un zoo De Milanaise card 10 – French – boy calls hair a zoo

De Milanaise – card no. 10 – hair like a zoo
€3,00
De Milanaise card 7 – girl stopped – smuggling lice De Milanaise kaart 7 – meisje tegengehouden – smokkel van luizen

De Milanaise – card no. 7 – smuggling lice
€3,00
De Milanaise kaart 6 – hond krabt zich – jongen De Milanaise card 6 – dog scratching – boy

De Milanaise – card no. 6 – dog and shampoo
€3,00
De Milanaise kaart 5 – dokter inspecteert haar – luizencontrole De Milanaise carte 5 – docteur examine cheveux – contrôle poux

De Milanaise – card no. 5 – doctor and boy

€3,00
De Milanaise card 4 – boy pulls hair – I wash my hair De Milanaise carte 4 – garçon tire les cheveux

De Milanaise – card no. 4 – I wash my hair
€3,00
De Milanaise kaart 3 – meisje met luizenkam – liever De Milanaise De Milanaise carte 3 – fille avec peigne à poux – mieux vaut De Milanaise

De Milanaise – card no. 3 – better use De Milanaise
€3,00
De Milanaise carte 2 – garçon offre un cadeau – publicité vintage shampooing De Milanaise kaart 2 – jongen geeft geschenk – vintage shampoo reclame

De Milanaise – card no. 2 – gift for a girl
€3,00
De Milanaise kaart 1 – jongen en meisje – recht van jacht – vintage reclame De Milanaise card 1 – boy and girl – hunting rights – vintage ad

De Milanaise – card no. 1 – hunting rights
€3,00