CASCARETS LAXATIVE TABLETS

Distributed by The R.L. Watkins Co., New York, NY

for Sterling Remedy Company

Manufacture began in 1896. Active ingredients: phenolpthalein and cascara. Cascara Sagrada is a tree native to British Columbia, and its bark was long used by Native Americans as a laxative. By 1877 the Parke-Davis Company was marketing its preparations of cascara to the masses. Cascara was so popular the trees became overharvested during the 1900s. In 1999, according to Wikipedia, Cascara made up more than 20% of the laxative market, and was found in more drug preparations than any other natural product in North America. In 2002, however, the FDA issued a ruling banning cascara, senna, and biscodyl (more on these other two later) from over-the-counter products, citing safety concerns which included potential for colorectal cancer and liver damage.

Ironically, ads from 1899 cited a "lazy liver" as the cause of constipation and said that Cascarets stimulated the liver and thus cured constipation. It was even suggested that people carry a box of Cascarets in their vest pocket so they could pop one as desired for good health. Nowadays we know the use of any laxative for more than a few days isn't a good idea, and most modern preparations issue cautionary instructions.

 OK, so people didn't have a good grasp of just how the human body worked, and it took over a hundred years to discover the bad stuff about cascara. Cascarets became snake oil when its manufacturer began issuing outrageous claims.

"A tape worm eighteen feet long at least came on the scene after my taking two Cascarets. "

"My wife had pimples on her face, but she has been Cascarets and they have all disappeared."

I love that euphemism "came on the scene". Did people really speak that way?

In 1906 Sterling took another tack with an illustration of the digestive system and an explanation of its workings. This time they cited lazy intestines due to lack of exercise because of indoor employment and said one Cascaret had an effect equivalent to a six mile walk. I can see these tablets would be a hit in the weight loss industry.  By 1913 Cacarets could "insure you for months against a sick headache, biliousness, coated tongue, and indigestion" as well as constipated bowels. Cascarets continued to be heavily advertised through the early 1930s and more sporadically until about 1945. So far I've not seen an ad posted beyond 1946.

Above: three ads, from 1898, 1899 and 1902, aiming at a variety of targets.
Below: dosing instructions from the tin at the top of the page. The slogan "they work while you sleep" now appears on the back of the tin instead of being incorporated into the logo itself.  Also "Candy Cathartic" has become "Laxative Tablets".

Another version of the Cascarets tin, probably quite a bit later than the top one. The logo now has a drop shadow effect, and the specific amounts of each ingredient is listed. Sterling Remedy Co. now has a home town, Jersey City, NJ.

Not least, there are more specific dosing instructions for children and a caution about the habitual use of laxatives.