Historical Brand Intelligence

The hundred-year share of voice

A quality-weighted share of voice for eight beauty houses, read from the digitized magazine record and scored on the same engine as the live model. Descriptive by design. This is a Phase 0 working view over a 167-mention validation harvest.

167Weighted placements

15Beauty houses

39Distinct years

1918–1961Span

Fan magazines, constant genre

Pond'sWoodburyMaybellineJergensLuxMax FactorPalmoliveTangeeCotyCamayHelena RubinsteinNoxzemaLady EstherRevlon

Quality-weighted share of voice by decade across the fan magazines (Photoplay, Screenland, Modern Screen), one genre and one authority tier, 1914 to 1963. Maybelline leads the early era, Lux Toilet Soap through the 1930s and 1940s. Toggle to the advertising-only series, the share of paid beauty voice. Edge decades are thinner samples.

Strongest placements

The highest Placement Quality Scores in the harvest, each a real page in the record.

Brand	Year	Outlet	Channel	PQS	Evidence quote
Lux	1921	Ladies' Home Journal	advertising	1.60	Lux
Elizabeth Arden	1927	Ladies' Home Journal	advertising	1.60	Elizabeth Arden
Pond's	1922	Ladies' Home Journal	advertising	1.40	Pond's
Pond's	1923	Ladies' Home Journal	advertising	1.40	Pond's
Pond's	1923	Ladies' Home Journal	advertising	1.38	Pond's
Pond's	1925	Ladies' Home Journal	advertising	1.36	Pond's
Pond's	1921	Ladies' Home Journal	advertising	1.36	Pond's
Pond's	1929	Ladies' Home Journal	advertising	1.36	Pond's
Elizabeth Arden	1926	Ladies' Home Journal	advertising	1.36	Elizabeth Arden
Palmolive	1929	Ladies' Home Journal	advertising	1.36	Palmolive
Pond's	1925	Ladies' Home Journal	advertising	1.34	Pond's
Pond's	1926	Ladies' Home Journal	advertising	1.28	Pond's

Earned versus paid

Presence here is about ninety percent paid advertising. These houses also earned editorial coverage, the rarer and more credible voice, and the split is itself a signal.

House	Advertising	Editorial	Earned share
Pond's	25	2	7.4%
Coty	18	4	18.2%
Lux	15	1	6.2%
Maybelline	14	1	6.7%
Jergens	14	1	6.7%
Max Factor	12	2	14.3%
Woodbury	7	1	12.5%
Helena Rubinstein	1	4	80.0%

How the score works

Each placement earns a Placement Quality Score, outlet authority × a weighted sum of six attributes (prominence 29%, message 24%, visual, sentiment, attribution, exclusivity). Share of voice is each house's share of total quality in a period. Attribution comes from the channel, editorial earned above paid. Descriptive by design.

Read the full methodology →

By house

Placements and mean quality across the harvest.

House	Placements	Mean PQS
Pond's	27	0.86
Coty	22	0.31
Tangee	16	0.72
Lux	16	0.77
Maybelline	15	0.62
Jergens	15	0.63
Max Factor	14	0.71
Woodbury	8	0.76
Palmolive	7	0.80
Elizabeth Arden	6	1.14
Camay	5	0.78
Noxzema	5	0.71
Helena Rubinstein	5	0.55
Revlon	3	0.82
Lady Esther	3	0.79