Deco geometry, the bob, and the powder compact. Cosmetics move from the dressing table into the handbag, and beauty becomes a modern, buyable identity.
Coty's Air-Spun powder, Pond's twin creams, and Elizabeth Arden's Fifth Avenue salon turn beauty into a modern, buyable identity for the bobbed, Deco woman.
The impactCosmetics move from the dressing table into the handbag and onto the street.
Coty ›
A cake of mascara named for the founder's sister Mabel democratizes the darkened lash.
The impactEye make-up, once theatrical, becomes an everyday gesture.
Maybelline ›The houses that owned the 1920s page, by quality-weighted share of voice, measured from the magazines.
| Year | House | Outlet | What appeared |
|---|---|---|---|
| 1920 | Warner's | The Delineator | Warner's Brassieres and Bandeaux Brassieres |
| 1921 | Lux | Ladies' Home Journal | Clear brand name 'Lux' in headline 'The makers of Lu |
| 1922 | Helena Rubinstein | Screenland | Helena Rubinstein's own famous Boncilla "Package-O-B |
| 1923 | Coty | Photoplay | Coty Creator of Sadira & L'Amourette |
| 1924 | Maybelline | The Delineator | MAYBELLINE |
| 1925 | Tangee | The Delineator | Rivals the beauty of the Scarlet Tangee |
| 1926 | Maidenform | Ladies' Home Journal | Ad showing woman in undergarment with text 'Make Art |
| 1927 | Maybelline | Screenland | Maybelline |
