Lipstick as morale. Under rationing and blackout, a painted mouth becomes a symbol of resolve, and beauty advertising learns to speak to the working woman.
Tangee's campaign frames a painted mouth as morale and patriotic duty, and women keep their color on through rationing.
The impactBeauty becomes a symbol of resolve, and a permitted luxury in an age of restraint.
Tangee ›
Jergens Lotion speaks to the woman on the line, and Maidenform's foundations shape the silhouette of the decade.
The impactBeauty advertising learns to address the working woman directly.
Jergens ›The houses that owned the 1940s page, by quality-weighted share of voice, measured from the magazines.
| Year | House | Outlet | What appeared |
|---|---|---|---|
| 1940 | Pond's | Photoplay | POND'S Cold Cream, POND'S Tissues, POND'S Vanishing |
| 1941 | Max Factor | Photoplay | Max Factor Hollywood |
| 1942 | Lux | Photoplay | Lux Soap ACTIVE-LATHER FACIAL, Lux Toilet Soap, Lux |
| 1943 | Max Factor | Photoplay | MAX FACTOR HOLLYWOOD COLOR HARMONY MAKE-UP |
| 1944 | Tangee | Photoplay | TANGEE Lipsticks with the new Satin-Finish TANGEE Fa |
| 1945 | Revlon | Screenland | Revlon's new color "Bachelor's Carnation" |
| 1946 | Pond's | Screenland | Pond's Cold Cream, Pond's Blush-Cleansing, POND'S |
| 1947 | Jergens | Photoplay | Jergens Lotion |
