William Lever, 1st Viscount Leverhulme a painting by Edmund Leighton. Lever's rival in the soap industry, A & F Pears, had taken the lead in using art for marketing by buying paintings such as "Bubbles" by John Everett Millais to promote its products. Lever's response was to acquire similarly illustrative works, and he later bought 'The New Frock' by William Powell Frith to promote the Sunlight soap brand. In 1922 he founded the Lady Lever Art Gallery at Port Sunlight in Cheshire which he dedicated to his late wife Elizabeth. William Lever was born on 19 September 1851 at 16 Wood Street, Bolton, Lancashire, England.
Pears (soap) that Pears would not abandon the new formula but "make further improvements, by delivering a scent that more closely resembles" the original formula. Home makers of soap have made soaps using the original eight components of Pears soap. An analysis of the current ingredients list reveals items such as limonene, whose variant called limonene is characterised by a "turpentine-like odour" also typical of frankincense. It is an insecticide as well. However, this item was present in the pre-2009 formula, so the perceived change might be explained by different ingredients and by different proportions of ingredients. The latest 2009 modification mainly