A hundred-year profile

Tangee

Tangee peaked in the 1940s, then Camay overtook it in the 1950s.

The Luft Company lineage · est. 1922 · Tangee Natural lipstick, Rouge, Face Powder

17.2%Peak, the 1940s

17Placements

1925 to 1949Span

5.9%Earned share

Share of voice by decade

All voiceAdvertising

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

Camayovertook it in the 1950s

Woodburyovertook it in the 1950s

Maybellineovertook it in the 1950s

Paid 16Earned 1

Mostly paid, with some earned editorial.

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

Year	Outlet	Channel	What appeared
1925	The Delineator	advertising	Rivals the beauty of the Scarlet Tangee
1929	Ladies' Home Journal	advertising	TANGEE TALKIE
1930	Modern Screen	advertising	TANGEE
1931	Photoplay	advertising	TANGEE
1935	Screenland	editorial	Multiple clear references to 'Tangee' brand in the 'Femi-nit
1937	Modern Screen	advertising	TANGEE ENDS THAT PAINTED LOOK
1942	Modern Screen	advertising	TANGEE SATIN-FINISH Lipsticks
1944	Photoplay	advertising	TANGEE Lipsticks with the new Satin-Finish TANGEE Face Powde

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