Lunsford Richardson, the man behind the famous Vicks VapoRub, was born in North Carolina on December 30, 1854. Though most people know him for his cold relief product, he was also the creator of something many of us dislike—junk mail. On what would have been his 170th birthday, we look at his remarkable contributions to both health and advertising.

The Start of Vicks VapoRub

Lunsford Richardson was born in Johnston County, southeast of Raleigh. Raised on a plantation, Richardson later became a significant figure in his community, known for his efforts to improve race relations and help North Carolina recover after the Civil War. Historians describe him as someone who faced poverty following the war but was determined to rebuild his state and help it prosper again.

Richardson worked as a pharmacist in the small town of Selma, North Carolina, before moving to Greensboro. There, he began experimenting with different medical remedies for his own company, Vicks. He chose the name “Vicks” because he thought it sounded more impactful than his own name.

One of his most popular inventions was a product called the Croup & Pneumonia Salve, which Richardson created to treat his own young son’s severe cough. This salve eventually became known as Vicks VapoRub. Today, it remains a widely-used product, known for its strong scent and its ability to relieve symptoms of colds and coughs. The Vicks brand has since expanded to include products like DayQuil and NyQuil, which help relieve cold and flu symptoms.

Vicks VapoRub is made from menthol, camphor, eucalyptus oil, and a blend of other oils, all combined with petroleum jelly. It is applied to the chest, throat, and back to soothe respiratory issues and congestion. Despite its humble beginnings, Vicks VapoRub has become a staple in households worldwide.

How Lunsford Richardson Invented Junk Mail

However, Richardson’s legacy extends beyond medicine. Historians have credited him with something far less popular—junk mail. While Vicks was gaining popularity in Greensboro and beyond, Richardson sought innovative ways to expand his customer base. He used advertising strategies that were groundbreaking at the time, including road signs and free product samples.

One of his most significant contributions to advertising came when he began mailing Vicks product samples to rural areas. During the early 1900s, the U.S. Postal Service allowed companies to send mail to P.O. Box holders without needing to personalize the recipient’s name. Richardson saw this as an opportunity to expand his market and began sending millions of Vicks product samples to rural addresses.

According to the Vicks website, the U.S. Postal Service allowed this in 1917, leading to the mass distribution of Vicks samples across the country. People could try the product without purchasing it first, leading to a surge in demand for Vicks VapoRub. But this tactic inadvertently helped spark what we now know as junk mail—the mass mailing of unsolicited advertisements.

While Richardson’s innovation helped his business grow, it also led to the widespread use of unsolicited advertising, something many people continue to dislike today. In that sense, Lunsford Richardson can be considered both a health hero and the father of junk mail.

Richardson’s Untimely Death

Unfortunately, Richardson didn’t live long enough to see his invention reach its global success. In 1919, just two years after the introduction of junk mail, he died during the Spanish Flu pandemic. The outbreak had created a sudden rise in demand for his product, but Richardson was not there to witness the worldwide popularity of Vicks VapoRub.

Despite this, his creations continue to impact millions of people today. Vicks remains one of the most trusted brands for cold and flu relief, and junk mail, for better or worse, is a part of modern advertising. Richardson’s legacy is complex but undeniably significant.

Conclusion

Lunsford Richardson’s life reminds us of the unexpected connections between different industries. The man who helped ease the suffering of countless people through his medicinal inventions also played a key role in the birth of an advertising practice that millions of people deal with daily. On his 170th birthday, we celebrate both his contributions to health and his place in the history of marketing.

(Source: newsbreak.com)