Women gold

Women gold logo

Frauengold (later: Frauengold-N ) was an over-the-counter drink that, from 1953, was offered by the Karlsruhe company Homoia as a tonic in drugstores, pharmacies and health food stores. It was a cardiovascular tonic that was specifically advertised with its calming and mood-lifting effect. The main active ingredient was alcohol with at least 16.5 percent by volume . On August 19, 1981, Frauengold was banned by the Federal Ministry of Health because it contained aristolochic acids . These active ingredients of the easter egg (Aristolochia clematitis) are considered to be cancer-promoting and kidney-damaging .

Origin of name

The brand name possibly originated from a term from Gottfried Keller's 1855 novella Spiegel, das Kitten , in which the owner of a cat had thrown 10,000 gold coins into a well that had to be lifted again. This treasure was called "Frauengold" by Keller.

Background and criticism

Critics saw the widespread use and success of women's gold as a continuation of the " Eau de Cologne - alcoholism " from the late 19th century, in which women, who were generally denied access to high-proof alcoholic beverages, were instead used as scented water (such as just colognes ) or medical (such as the convent Melissengeist ) declared containing ethanol drinking tinctures and often became dependent. Initially, the product was advertised with the slogan “Take women's gold and you will bloom!” The subliminal idea was to suggest that menstrual cramps are easier to bear ; in addition, in 1955 the claim “women's gold creates wellbeing, mind you - every day” was introduced.

Success and impact

The timing of the market launch may have contributed to the success: the conservative society of the 1950s forced the return of women to the traditional housewife role . Women's work was associated with war and hardship; this time should now be overcome and women should return to their traditional roles as housewives and mothers. The associated feelings of frustration should - according to the advertising strategy - be made more bearable or alleviated with products such as Frauengold in order to make it easier for women to adapt to their role desired by the patriarchal society.

In 1953 Frauengold was brought onto the market by the manufacturer Homoia and was available in drugstores in pharmacies without a prescription. In 1956, Homoia published a corresponding counterpart for men, Eidran.

In the 1960s, women were increasingly sought after as workers; the resulting double burden of household and work resulted in an increased demand for products that supposedly could alleviate this. For example, in a commercial called “The Happiness of All Women is Women's Gold”, a secretary was introduced who complained loudly about her boss. A colleague advises her to use “Frauengold”, which apparently soothes and cheers her up in such a way that she then humbly apologizes to her superior. “Take women's gold; and you can stand above things and judge more objectively, ”was the advertising message that was shaped by the image of society at the time, which presented women as unreasonable and emotional.

Advertising messages like “Lebensfroh mit Frauengold!” (1963) even suggested an antidepressant effect of the drug. As "Frauengold-N" the tonic was also used against insomnia ; here, among other things, the ingredients of the white dead nettle should have a positive effect.

In 1963, Frauengold was rated by the consumer magazine DM as ineffective and overpriced compared to normal southern wine .

The manufacturing company advertised the herbal ingredients in the recipe in the 1970s with the slogan “Naturally effective. For women, of course. "

Successor and aftermath

Queisser Pharma was the owner of the Frauengold brand, registered in 1975, until October 2013 . Even 20 years after the ban, the 2001 Gong publishing study determined that Frauengold had an unsupported level of awareness of eight percent in the German population.

Alternative product targeting men

The competing tonic, Tai Ginseng , was at times advertised as a tonic especially for men.

Web links

Frauengold advertising film from 1953 in the German Digital Library
Fabienne Hurst: Silence is “women's gold” . In: Spiegel Online . June 30th, 2015 .: “It should spark female pleasure, ensure a good mood and a stress-free everyday life. With 'Frauengold', a supposed miracle drug came onto the market as a 'cardiovascular tonic' in the 1950s. The main ingredient: alcohol. "