softer, smoother, translucent skin

lots of creams, powders, soaps, one

romantic looking

artwork is reminiscent of bodice rippers

art deco and dramatic lighting

while the products are for women, the idealization is really for male desire/consumption- from the imagery of the women to the words used to describe the effect of the product

you need this in order to attract men

a lot of 'transformation'

how easy it is to apply and how easy it is to become desirable (there's no excuse)

don't let unattractive cosmetic skin spoil romance

all about love and seeking a man

all the women are white

there is a CJ Walker's ad but the imagery is only a silhouette and more illustrative than photographic.

"new" how new can it be? is it transforming a new look or the new ideal of woman

quite sultry or doe-eyed, shoulders showing, neck is elongated

a lot of either intense eye contact or the woman is glancing to the side (unobserved)

use of celebrities and Hollywood starlets in advertisement

need to go this specific high end place to attain this process- because it is a luxury and its a way to show your economic class difference, because only the rich should look elite/new/beautiful

natural looks- but clearly in all of these the women have makeup on

very wordy advertisements in comparison to now

war bonds/saving bonds on a lot of these

"no woman can be attractive... without a beautiful complexion"

lift your pretty chin, and powder your throat and shoulders"

all types of skin- old, dry oily

blending your foundation into your neck- also blend your powder down your neck/shoulders

reminded us of older generation women/grandmothers who went to bed with a full face of makeup- you can never be caught off guard

thinking of I Love Lucy

always need to be presentable- its a daily routine to wear these

very thin rounded eyebrows

shift from a going out look to an everyday look= the "Masque Frappe" a facial cocktail

soap is so romanticized

not purely cosmetic, lots of doctors and health of the skin, good for health, skin-vitamins

the celebrity advert, all of the women look the same- it is hard to tell them apart, they all share the same look