Several ads, 1940s, 1950s on Flickr.
Click image for 929 x 1300 size.
Top left: 1943 ad “Gala, The Liveliest Lipstick in Town”.
A WOMAN’S LIPS are a key to her character, and to-day lips have a firmer and more resolute line, for they shape words of command, laugh at danger, and with a smile suppress weariness and pain. A little lipstick gives added character to the mouth and added self-confidence to the wearer. It is for this reason that the makers of gala continue to manufacture this famous lipstick and suggest that its use in moderation is an asset to our wartime morale.”
Top right: 1943 Vargas pin-up girl, “New Jergens Face Powder.”
“Be his Pin-up Girl!
If you have the ivory-toned brunette coloring of this Pin-Up girl by Vargas, the shade for you is Jergens New ‘Rachel.’ To waken the true loveliness of your complexion… to glorify your skin-tones and give you the same glamorous look of Vargas brunette ‘Pin-up’ beauties…
Star his head a-whirl… wear the shade meant for YOU in New Jergens Face Powder.
Today, it’s the Pin-up Girl who’s making men sigh and get thoughts of romance. And that man-captivating ‘pin-up girl look’ is yours… when you wear Jergens Face Powder. Yes, it’s those Alix-styled shades… blended for Jergens alone… to bring new beauty to your skin tones. And… it’s the texture of Jergens Face Powder, too. Velvetized by an exclusive process. To camouflage tiny lines and skin faults… to help your complexion have that flawless, young look. Result: a lovelier you. Your face so fragrantly smooth… enticing invitation to a kiss.
Choose your Jergens shade… for that ‘Pin-up Girl Look’
Naturelle… flower-pretty shade for delicate, light blonde skin tones.
Rachel… Cool, glamorous… for ivory toned skin, whether blonde, brunette or redhead.
Peach Bloom… colorful shade for honey-skin blondes… or any complexion with rosy undertones.
Dark Rachel… exquisitely vibrant shade for light brunette skin tones.
Brunette… exotic, dramatic shade for tawny brunette skin tones.
Southern Rose… darling, luscious! For brunette or deep blonde skin tones, tinged with gold.
Big Boudoir Box , $1.00 try-it sizes, 25c, 10c.”
Bottom left: 1951 photograph by Penn.
“With the arrival of Summer, black and white are the fashion, and the make-up becomes stronger and with greater contrast. The eyes, the lips and the nails — which are often the only elements of colour of the ensemble — are emphasized with bold strokes. Make your eye-brows darker, draw the contours of your lips. Now is the time to use your eyeliners and lip pencils, your battery of brushes and — this season’s novelty — to file your long nails into a sharp point, like the model in the photograph.”
Bottom right: 1950 Blumenfeld photo.
“Beauty during the 1950s: the ‘look of gazelle,’ invented by Piguet in Paris. It could turn out to be a novelty as exciting as the introduction of lipstick in the 1920s.”
Scanned and quoted from Bronwen Meredith’s “Vogue Body and Beauty Book” 1977.