Hollywood sells the face. The studios lend their stars, the close-up makes complexion a national concern, and celebrity endorsement is invented at scale.
Lux Toilet Soap signs the studios' contract players, and the Technicolor close-up makes a woman's complexion a national concern.
The impactCelebrity endorsement at industrial scale, the template for a century of it.
Lux ›
Max Factor's Pan-Cake, built for Technicolor, jumps off the set and onto the vanity.
The impactThe word make-up, and the product, enter everyday life from Hollywood.
Max Factor ›The houses that owned the 1930s page, by quality-weighted share of voice, measured from the magazines.
| Year | House | Outlet | What appeared |
|---|---|---|---|
| 1930 | Pond's | Photoplay | Pond's Cold Cream, Pond's Cleansing Tissues, Pond's |
| 1931 | Helena Rubinstein | Modern Screen | Mme. Helena Rubinstein—world-famous beauty expert |
| 1932 | Max Factor | Screenland | Max Factor's cosmetics |
| 1933 | Lux | Photoplay | LUX underthings after each wearing |
| 1934 | Coty | Photoplay | Text explicitly mentions 'a true beige, is way ahead |
| 1935 | Tangee | Screenland | Multiple clear references to 'Tangee' brand in the ' |
| 1936 | Max Factor | Modern Screen | Max Factor ★ Hollywood |
| 1937 | Tangee | Modern Screen | TANGEE ENDS THAT PAINTED LOOK |
