Women held Tupperware Home Parties in order to seal their friends and neighbors on the merits of the products. (Photo courtesy of rarehistoricalphotos.com)

Perhaps in your personal life, though your mother, a family member or close friend you participated in the bygone era of Avon, Mary Kay, kitchenware (think pots, pans, or utensils), or herbal products home sales parties.

The event began with light refreshments, shifted to product demonstrations, having the host or hostess jot down orders in a logbook, present items to customers from their prior orders, and best of all, free gifts for all in attendance.

The “mother of all home sales parties” was Tupperware. Research, from the corporation, revealed at one time the company had three million sales representatives, predominantly women.

Chances are within your residence, your mother’s, a family member’s or a friend are classic multi-colored Tupperware containers or bowls still in use. Think, harvest gold, avocado green, or flamingo pink. Be assured, they still will offer the legendary Tupperware “burp” when you close a container’s lid.

TUPPERWARE’S BIRTH

Earl Tupper was a researcher and inventor with a DuPont corporation subsidiary. His research was to develop polyethylene pellets into highly durable and lightweight plastics. This product would be made into World War II gas masks and Jeep vehicle parts.

By 1946 and early 1947, Tupper took his lightweight plastic into the nation’s kitchens by developing lightweight plastic containers. These would keep food in an airtight environment. The unique lid’s original purpose was to act as a secure lid for paint cans.

The container’s lid offered a unique “burping seal” sound occurred when closing. This non-snap lid design was patented in 1949. Tupper’s first product was called the “Wonder Bowl.”

In the early years, Tupper’s sales efforts focused upon selling products through retailers.

WHEN TUPPERWARE BOOMED – A DETROIT WOMAN WHO DID IT

During post-World War II, America was experiencing rapid and tremendous growth in numerous areas ranging from transportation to housing, healthcare, retail and dozens of other areas.

From the 1950s and somewhat into the early 1970s, America’s households were structured by a father who worked outside the home, two or three children, and a “stay-at-home” mother.

Then, households tended to focus on the rooms offering a television set and the kitchen and dining areas.

Tupper’s research and development listened and responded to current and potential customer’s needs, the majority of which were women in charge of running the household.

In the early 1950s, Tupperware’s business model was about to undergo a dramatic change through the leadership of Brownie Mae Wise.

Wise was born in Buford, Georgia. As a teenager she dropped out of high school and was a vocal union leader at manufacturers who produced hats and related apparel.

She married young and subsequently divorced moving to Dearborn, Michigan to live with her mother. During World War II Wise worked as a secretary at Bendix Aviation and was a columnist for The Detroit News. After the war, she began selling Stanley Home Products (household and personal use goods) through a hostess home sales approach.

She had a strong desire to be an executive with Stanley. Her desire was thwarted by upper company executives. They informed her that Stanley management has “no place for a woman.”

Soon after leaving Stanley Wise became aware of Tupperware products. She began selling Tupperware though home demonstration sales. Within months, in the Detroit metro area, she recruited 19 home sales representatives. Wise and her mother relocated to central Florida where they founded Tupperware Patio Parties which reached thousands of households.

Wise caught the attention of Tupper who appointed her as vice president of Tupperware Home Parties. A time when very few women were in corporate America executive positions.

Sales zoomed and Tupperware was removed from retailers and sold exclusively through the home party approach.

Now a high-level female executive, Wise ended up on the front cover of Business Week magazine. This was followed by feature stories on Tupperware in newspapers and Time and House Beautiful magazines. In several instances the editorial comment given was, “Tupperware: fine art for 39 cents.”

After approximately ten years Wise and Tupper parted ways. She was terminated in that Tupper believed she was receiving more attention than him as well as the company’s product offerings.

New products continued to be developed including beverage cups, a variety of storage containers, 300,000 cases for Camel cigarettes, and toothbrush containers for the dental industry.

Tupperware began to produce full color catalogs which explained in detail how their products could be used.

As the 1960s entered, Tupperware began to sell in Canada, Europe, as well as Central and South America. In the years to follow company data stated their products were sold in up to 80 countries.

Literally, women across the globe entered a unique business profession and began earning income.

However, as the 1960s shifted into the 1970s, things were beginning to change with Tupperware’s female sales force. Women began to shift to employment outside of the household.

This was Tupperware’s first major “blip” within their direct sales and distribution approach.

THE LID CLOSES ON TUPPERWARE

During the 1970s and well into the next century Tupperware went through a number of ownerships; these included Rexall brands, Kraft, Dart Industries, and Premark.

Tupperware attempted to enter the toddler toy and puzzle sales. For example, with one toy, geometric shapes were to be inserted into corresponding holes.

The company re-entered third party sales with Macy’s, Target, and even Amazon. In addition, the company began on-line sales and with TV-shopping channels.

Home party sales representatives dropped to well under two million.

To cut “overhead” and dwindling sales Tupperware exited the United Kingdom, Ireland, the Netherlands, New Zealand, and Israel.

By November 2022 the company’s stock plummeted 40 percent. Then, in April 2023 the stock dropped another 50 percent.

It was grim times for this 75 plus year-old company.

In early 2024 the company shuttered its sole U.S. manufacturing plant in South Carolina and moved all production to Mexico.

With a massive debt to cash and assets ratio, Tupperware filed for Chapter 11 bankruptcy late in 2024. Tupperware was heading towards a court-ordered auction.

During the final hours a group of lenders purchased the Tupperware’ brand name and operating assets for $23.5 million in cash and more than $63 million in debt relief.

For the immediate future, within a full “re-start” approach, Tupperware products would be available on-line and through what was left within a network of independent consultants.

VINTAGE TUPPERWARE

Tupperware products are still present in numerous kitchen cabinets and refrigerators. In addition, Tupperware can be found in home workshop capacities- storing nuts and bolts, as well as within sports and recreational activities – storing golf or tennis balls.

Finally, there are vintage Tupperware collector groups which can be found on a dozen plus web and Facebook sites.