Lipstick as morale. Under rationing and blackout, a painted mouth becomes a symbol of resolve, and beauty advertising learns to speak to the working woman.
Tangee's campaign frames a painted mouth as morale and patriotic duty, and women keep their color on through rationing.
The impactBeauty becomes a symbol of resolve, and a permitted luxury in an age of restraint.
Tangee ›
Jergens Lotion speaks to the woman on the line, and Maidenform's foundations shape the silhouette of the decade.
The impactBeauty advertising learns to address the working woman directly.
Jergens ›Lipstick as morale. Under rationing, Tangee frames a painted mouth as duty, Jergens speaks to the woman on the line, and beauty advertising addresses the working woman directly.
War cuts off French imports and lifts American scent. Domestic houses and the first Lentheric and Prince Matchabelli campaigns fill the gap; perfume becomes a small, permitted wartime luxury.
Utility and the square shoulder give way, by decade's end, to fuller skirts. Foundation and swimwear brands advertise fitness and function.
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 1940s page, by quality-weighted share of voice, measured from the magazines.
| Year | House | Outlet | What appeared |
|---|---|---|---|
| 1940 | Pond's | Photoplay | POND'S Cold Cream, POND'S Tissues, POND'S Vanishing |
| 1940 | Lux | Screenland | Lux Soap ACTIVE-LATHER FACIALS |
| 1940 | Maybelline | Modern Screen | Maybelline EYE BEAUTY AIDS |
| 1940 | Jergens | Photoplay | Jergen's Lotion |
| 1940 | Lady Esther | Screenland | Lady Esther |
| 1940 | Max Factor | Photoplay | Max Factor |
| 1940 | Djer-Kiss | Modern Screen | DJER-KISS |
| 1940 | Coty | Photoplay | Coty's |
| 1941 | Helena Rubinstein | Screenland | Helena Rubinstein presents YOUNG COMPLEXION BOX |
| 1941 | Lady Esther | Modern Screen | Lady Esther 4-PURPOSE FACE CREAM |
