ditions in the hinterland, while already several favorable economic manifestations, of which by far the outstanding one is the assured application of the Dawes reparation plan in Germany, give rise to expectations for an early development in this direction.

POPULAR TOILET ARTICLES

The largest demand for toilet preparations in this country has been supplied by the cheaper soaps and perfumes, while the most preferred, but often too expensive articles, are of French origin. Mühlen's (4711) (German), Erasmic's, and Grossmith's (both English) soaps are used most extensively, while Pear's (English), Houbigant's (French), and several American soaps are used by the better class. Of the perfumes and toilet waters those of Boldoot (Dutch), D'Orsay, and Coty are much in demand, and likewise those of Houbigant, Guerlain, and Piver (French), but the latter varieties belong to the more expensive class. Among the tooth pastes the better known are Odol, Wolfe, Mühlens (4711) (German), and many American brands. Cosmetics are not extensively used in the Netherlands both because the vigorous climate produces many ruddy, fair complexions, and also because the temperament of the people is strongly opposed to the use of such preparations. Notwithstanding this fact, there is also the regular small class of consumers which uses these articles, in much less proportions, however, than, for example, in the Latin countries. This limited demand is filled to the greatest extent by Houbigant, Guerlain, and Coty (all expensive French articles), who also supply considerable facial and other toilet powders as well as rouge. At the same time American face powders are well known and in good demand. Several minor German firms also supply lip and eyelash sticks.

In regard to creams, it must be said that the people are generally indifferent to them. In connection with this, mention might also be made of the mud preparations which have recently been introduced in the Netherlands and are being displayed in the windows of numerous toilet-preparation shops. This type of article has not yet gained much popularity, and there is only one brand on the market. Emphasis might also be made here of the fact that the Dutch people, like other Teutonic races of northern Europe, are not inclined to use this sort of preparation because, as a general rule, they are not disposed to "dolling up."

Manicure specialities do not meet a very large demand here, as many people who have established the manicure habit find it most convenient to have the nails attended to at the same time when the hair is being treated. In connection with this habit, the numerous barber shops and hairdressing parlors in this country maintain large staffs of women manicurists. Mention might be made, however, that a well-known American manicure set is gaining in favor here. There are also a number of German firms supplying manicure sets as well as specialties, such as nail sticks, etc.

In regard to bath salts, attention should be given to Maddocks's (English) and Mühlen's (4711 German), but these are not used to any large extent, because bathing in Holland is not as frequent as in some other countries. As a matter of fact, only a small number of

Dutch houses, these being the recently constructed ones, have bathtubs. Consequently, the majority of bathers go to the public bathhouses where the cost of a bath ($0.20) is so high due to the high fuel charges in Holland that the use of such unessential articles like bath salts is very limited.

Of the hygienic preparations, Odol (German) and Botot's (French) mouth washes and a well-known American deodorant are popular, while of the tonsorial specialties Doctor Dralle's birch water (German), Ed. Pinand's eau de quinine (French), and St. Thomas's bay rum (English) are hair tonics which are used very widely by the Dutchmen. Piver's brillantine (French) is also well liked, while another preparation, known as Koko, for the hair (English), is gaining in popularity.

METHODS OF MARKETING TOILET PREPARATIONS

It would be advisable for the traveling representative of the interested exporter of toilet preparations to visit the Dutch market. as a result of which he should not only gain the most valuable information of the qualifications of his prospective dealer or dealers but also of the various actual trade practices employed in placing this type of article before the public. In this connection the direct personal contact, particularly with the Dutch importer of these articles, is extremely important if the American exporter expects any significant sales development in this territory. For those firms. on the other hand, that can not afford any considerable expenditure on travel the most effective method of introducing a new toilet article would be through a wholesaler or jobber who sells to the retail trade. These wholesalers generally employ salesmen who call at the various perfumery stores which place only small orders at a time. It would be necessary, therefore, for the American firm to make an arrangement with the local jobber for the maintenance of regular stocks from which he could fill orders at short notice.

AMERICAN AND DUTCH TERMS OF SALE

American terms of sale in this market are generally cash against documents, credit being extended only in a few cases, which is a handicap in consideration of the more liberal terms extended by firms in neighboring countries. It would be most advisable in this respect, therefore, for the American exporter to visit this country in order that he might get a better knowledge of the prospective dealer's standing and his capacity to pay. By so doing a more favorable arrangement of sales terms for both parties could be effected which would undoubtedly greatly enhance the sales of the American article.

In connection with this it should likewise be of interest to know that the Dutch wholesalers, as a general rule, sell to the retail trade in Holland against cash payment on 30 days after date of invoice. while orders from local buyers unknown to them are executed c. o. d. On the other hand, in regard to the export trade, these wholesalers usually demand from regular clients cash against documents upon arrival of merchandise at the port of destination, while for foreign customers, unknown to them, payment is required against

a credit opened with a well-known Dutch banking institution. Collection is thus made by them in this case against the deposit of the shipping documents with that bank.

CONTAINERS, LABELS, AND PACKING

The preferred types and size of the containers for toilet preparations are matters to be arranged with the importer in this country. It might be remarked, however, that one sees numerous kinds and sizes in the shop windows which indicate that there is little difference between the kinds used here and those in the United States. A varied assortment of course may be recommended.

In regard to the labels on the containers, it may be said that this is another matter of small importance. Precisely the same labels used in the United States may be used here to equivalent advantage, because the majority of the users of toilet preparations in the Netherlands not only understand and speak English perfectly, but, in fact, are interested in the efficient American advertising methods. Expensive packing, especially of perfumes, powders, and high-class soaps, is highly desirable. This is shown by the fact that the articles of the well-known French firms engaging in this practice are generally preferred here by the class able to pay the price. At the same time, however, it should be remarked that the common American tin-box packing for face powders has not interfered with their introduction.

VARIOUS TYPES OF RETAIL STORES

Toilet preparations are sold in many types of stores in the Netherlands, the leading kinds being special perfumery shops, small notion stores, barber shops, and coiffeurs. The first kind, as the name implies, is devoted entirely to perfumes and various other toilet preparations, while many of the small merchandise stores besides handling numerous varieties of toilet preparations also handle lesser quantities of miscellaneous specialties, such as sponges, hair ornaments, magazines, beads, souvenirs, mirrors, etc. It is interesting to note that a popular form of window display used by these stores is a revolving apparatus, suspended from the ceiling, the select toilet preparations being well arranged on the glass shelves of this device. This sort of display is most effective and readily attracts the eye, as evidenced by the fact that very often many people are gathered in front of these stores. Mention should also be made of the importance of the barber shops and coiffeurs as distributers because the men and women who frequently go to them often purchase one or two articles when leaving. Other important places in which these articles are sold are department stores, haberdashery shops, and drug stores.

ADVERTISING TOILET ARTICLES

Advertising is also naturally a very important feature in connection with the merchandising of this class of commodity and, as in the United States, newspapers, window displays, billboards, street-car and electric signs, window cards, etc., are likewise used to good advantage in this country. Of the Dutch newspapers the following

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three leading dailies could be recommended as the best advertising mediums: Nieuwe Rotterdamsche Courant, Rotterdam; Telegraaf. Amsterdam; and Handelsblad, Amsterdam. Regarding the most effective method of advertising, however, it must be admitted that this can only be obtained through the Dutch wholesaler or local representative whose knowledge of local conditions is most accurate and who can guard against useless advertising. It is true that this method requires confidence in the foreign representative, but confidence and also close cooperation with him are two primary principles in selling the goods.

GOVERNMENT REGULATIONS OF IMPORTS

Concerning government regulatory measures controlling the ingredients which may be used in the preparation of toilet specialties. reference should be made to the law of September 19, 1919, Staatsblad (Government's official publication), No. 581, regulating the inspection and branding of commodities. This law was amended to include toilet articles and cosmetics on March 26, 1921, Staatsblad, No. 638. The general meaning of the law is that the Government has the right to inspect the packing and the ingredients of toilet preparations, while the municipalities are also allowed to have separate regulations on the nature and composition of this merchandise.

REGISTRATION OF TRADE-MARKS

In regard to the registration of trade-marks and copyrights in the Netherlands, the exporter should refer to the full text of the trade-mrak law of September 30, 1893, Staatsblad, No. 146, as well as to the amendments to this law of December 30, 1904, S. 284: February 10, 1910, S. 56; January 7, 1911, S. 5; February 8, 1912. S. 64; July 5, 1921, S. 842; and September 11, 1924, S. 378.

Briefly, this law provides for the Bureau van den Industrieelen Eigendom (Bureau of Industrial Property), The Hague, as the office of registration. When applying to this office for registration the applicant should give the following particulars: Name in full. address, business, nationality, a description of the mark, kind of goods for which the trade-mark is to be used, power of attorney, two copies of the mark (six copies of mark if color combination is distinct feature), and an electrotype. The duration of the mark is for 20 years and is renewable, while the cost of registration amounts to 10 guilders or approximately $4.

On the other hand, however, the exporter may find it most expedient to have the trade-marks registered in various countries of the world through the medium of the International Bureau at Berne, Switzerland. In following this procedure the cost of registration amounts to about $24 for the first trade-mark and $12 each for the other marks being registered at the same time.

It is also of importance to note the following two principal modifications which have been recently incorporated in the trade-mark law by the amendment of September 11, 1924 (S. 378):

A. Article 4, first paragraph, shall read as follows: "To obtain the regis tration of the trade-mark the party interested must send to the Patent Office an electrotype of the trade-mark having a length and breadth of at least 15

centimeters, and at most 10 centimeters, and having a thickness of 2.4 centimeters, besides two copies of a clear reproduction of the trade-mark signed by him. There must also be indicated the kind of product for which the trade-mark is destined and the full name and address of the applicant. If the applicant wishes to have the color of the trade-mark registered as one of the distinguishing features, he has to furnish an abridged indication of the color or colors wherewith the trade-mark is depicted, and he will put at the disposal of the Patent Office imprints in the color of the trade-mark, in numbers to be determined by the Patent Office."

D. The second sentence of article 7, first paragraph, shall read as follows: "If the color of the trade-mark is a distinguishing feature thereof, the applicant makes mention thereof by adding to it a signed abridged notice in the French language of the color or colors, illustrating the trade-mark, and he wil! put at the disposal of the Patent Office imprints in the color of the trade-mark in numbers to be determined by the Patent Office.

Full information regarding the registration of trade-marks in the Netherlands and colonies and the recent amendment to the trade-mark law is available upon application to the Bureau of Foreign and Domestic Commerce, Washington, D. C.

TRADE PROMOTION

TRADE IN TOILET SOAPS

From the trade statistics given below it is apparent that 1922 was the best sales year in the Netherlands for foreign toilet soaps, although the first half of 1924, along with generally improved conditions, shows a slight gain over that year as well as over the following one. Decreased sales in 1923 might be accounted for by the fact that that year was one of lower earning and purchasing capacity of the people, caused by the continued economic depression, as a result of which the largest demand was for the cheaper domestic

soaps.

Of a total importation in 1922 of toilet soaps, comprising perfumed, transparent, and liquid soap, aggregating 1,185.000 guilders, more than one-half, or 696,000 guilders, was supplied by Germany; 171.000 guilders, Great Britain; 79.000 guilders, France; and only 46.000 guilders, United States. The imports during 1923 and the first six months of 1924 amounted to 1,071,000 guilders and 627,000 guilders, respectively, and show important decreases for Germany and substantial gains for the United States.

The following table contains the import and export figures for toilet soaps for 1913 and for the period 1921-1924 (first six months), inclusive: