It was Chéret, the lithographic innovator - he became a printer's apprentice at the age of 13 - as well as the artistic and advertising genius, who formulated the technical means to produce posters of every shading of the rainbow with just three or four stones and thus, for the first time, made the color pictorial poster an economically feasible marketing instrument. Moreover, as the little magazine Poster Lore stated in 1896, "It was not until Jules Chéret, the magician of the brush, began to design his posters with their startling color effects and odd originality, that poster designing attracted attention as a special branch of art."

Cheret created numerous lithographic posters for The Moulin Rouge and for the people who frequented the cabarets which represented the night life of Paris at that time. He created posters for Yvette Guilbert at the Concert Parisien which shows Yvette with her long black gloves, something she always wore. You can see the long black gloves in Guilbert’s poster for her performance in Kanjarowa at the Casino de Paris.

This would later reveal him to be The Father of the Poster.