The glossy page becomes a stage. A single soap advertisement will teach the whole industry how to sell not a product but a feeling, and the modern beauty brand is born.
At J. Walter Thompson, copywriter Helen Lansdowne Resor pairs Woodbury's Facial Soap with an image of a man kissing a woman's bare hand.
The impactThe first use of sex appeal in American advertising. Modern beauty advertising is born, selling desire rather than soap.
Woodbury ›
Pompeian, Hudnut's Three Flowers, and Djer-Kiss build mass skincare and powder brands on the new full-page advertisement, moving scent and powder from the chemist to the department-store counter.
The impactBeauty becomes a branded, nationally advertised purchase.
Hudnut ›The full page becomes a stage. Woodbury's skin you love to touch ties soap to desire, and Pompeian and Hudnut build mass skincare and powder brands on the new national advertisement.
American perfumery comes of age. Coty crosses the Atlantic, Djer-Kiss and Hudnut's Three Flowers make French-styled scent affordable, and fragrance moves to the department-store counter.
Hemlines lift and the corset loosens toward the war years. Vanity Fair and Warner's advertise lighter foundations for the more active woman.
Authentic public-domain advertisements identified by the engine, served from the Internet Archive. Click any page to read it at the source. Imagery elsewhere on the page is illustrative.
The houses that owned the 1910s page, by quality-weighted share of voice, measured from the magazines.
| Year | House | Outlet | What appeared |
|---|---|---|---|
| 1910 | Helena Rubinstein | Vogue | Helena Rubinstein |
| 1910 | Woodbury | Harper's Bazaar | JOHN H. WOODBURY'S NEW WRINKLE |
| 1910 | Elizabeth Arden | Vogue | Elizabeth Arden |
| 1911 | Helena Rubinstein | Vogue | Madame Helene Rubinstein |
| 1911 | Elizabeth Arden | Vogue | Elizabeth Arden |
| 1911 | Caron | Vogue | Caron — Paris |
| 1911 | Pond's | Vogue | Pond's Extract Company's Vanishing Cream |
| 1911 | Woodbury | Vogue | Woodbury's Facial Soap |
| 1912 | Jergens | Vogue | JERGENS VIOLET GLYCERINE SOAP |
| 1912 | Coty | Harper's Bazaar | COTY |
