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A hundred-year profile

Lady Esther

Lady Esther peaked in the 1940s, then Palmolive overtook it in the 1950s.

Lady Esther Co lineage · est. 1913 · Four-Purpose Face Cream, Face Powder
4.5%Peak, the 1940s
7Placements
1930 to 1954Span
28.6%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Palmoliveovertook it in the 1950s
Camayovertook it in the 1950s
Woodburyovertook it in the 1950s

Earned versus paid

Paid 5Earned 2

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1930Harper's BazaareditorialText explicitly mentions 'Lady Esther's Basic Tr
1936ScreenlandadvertisingLady Esther
1940ScreenlandadvertisingLady Esther
1941Modern ScreenadvertisingLady Esther 4-PURPOSE FACE CREAM
1942PhotoplayadvertisingLady Esther 4-PURPOSE FACE CREAM
1954PhotoplayadvertisingLADY ESTHER IRON

Other houses

Coty Pond's Elizabeth Arden Helena Rubinstein Jergens Lux Tangee Woodbury

Browse every Lady Esther page in the record →

Data via the Muse Parlor historical SOV API. How this is built →