Cappiello had already worked for Cachou Lajaunie at the turn of the century. He created an initial poster for the brand in 1900, followed by a second design around 1919—marking the start of his collaboration with Devambez after his "Vercasson period" had ended.

This poster represents the second major image Cappiello created for the brand. It illustrates the evolution of his style: less *Belle Époque* and more modern, direct, and Art Deco. The woman is no longer a sinuous silhouette in the style of 1900; she has become a striking, almost theatrical figure presented frontally.

The image is quintessentially Cappiello: a dark, almost black-green background against which a vibrant, colorful figure emerges. The elegant, provocative redhead smokes a cigarette while holding the small yellow Cachou Lajaunie tin. Her dress, composed of yellow, red, and green strokes, evokes leaves, petals, or feathers.

The advertising message is crystal clear: the *cachou* is associated with fresh breath, sophisticated social life, smoking, and allure. The smoke curling from her lips becomes a sort of visible fragrance. This is precisely Cappiello’s strength: a simple concept, a striking image, and a brand that is instantly memorable.

The Cachou Lajaunie Brand

Cachou Lajaunie is a specialty from Toulouse, created in 1880 by the pharmacist Léon Lajaunie. These small black pastilles—made from licorice, *cachou* extract, and mint—are sold in a famous, small, round yellow tin.

This is an important poster because it brings together several powerful elements:
Cappiello, Devambez, a major French brand, the themes of tobacco and fresh breath, and a female figure that has become instantly recognizable. Cachou Lajaunie plays a significant role in Cappiello’s career, particularly for understanding the evolution of his feminine ideal and his advertising language.

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