This next post covers ads for beauty products in the June 1945 issue of Ladies Home Journal.
Very often famous actresses were used to sell cosmetics and at the same time promote their latest film. Here’s Donna Reed for Max Factor red lipsticks in Blonde, Brunette, Brownette, and Redhead. She was appearing in “The Picture of Dorian Gray”.
Donna Reed for Max Factor-1945 ad Ladies Home Journal
Here’s Paulette Goddard saying “Lux Soap facials every day make skin lovlier”. She was starring in the film “Kitty” at that time. According to the ad “9 out of 10 screen stars use it!” It also says 3 out of 4 complexions improved in a short time. Who knows? But I do love her hair style and the orchid corsage pinned on her dress.
Paula Goddard for Lux Soap Ad-June 1945
Just in case you’re thinking red was the only nail polish color back in the 40s, think again. What girls consider trendy, high fashion shades in nail color today were already being worn back then. I love the exotic names, black lustre, blue dragon, royal plum, heavenly mauve, green dragon, black sapphire and ming yellow. Or how about some dragon’s blood or frozen fire?
Chen Yu Nail Polish Ad-June 1945 Ladies Home Journal
And no amount of glamming yourself up with lipstick, nail polish, a swanky outfit and a lux complexion will get you a beau if you have “halitosis”.
This dramatic ad for Listerine reads like a romance novel. “This was the night I had dreamed about for weeks, the gay places we would go, the sweetness of seeing him, for three whole days on his first furlow since our love at first sight meeting. And now, what a rude awakening! Home before midnight, after an evening which began romantically enough and then grew strained and different! What had I said to him?…what could I have done to change his attitude from one of warmth and admiration to cool indifference?
The diagnosis- “When a woman attracts one day and repels the next, something must be wrong. The answer in this case, as in so many others, was halitosis(bad breath) This social offense puts one in the worst possible light and nips many a romance in the bud.”
Really? She’s got a hot date with some horny soldier on furlough and he’s going to dump her off because her breath isn’t fresh enough? Hardly. But I bet this ad sold a lot of Listerine!
Stay tuned for pictures of mid century modern home interiors from 1945. They’re so cool!