The glossy page becomes a stage. A single soap advertisement will teach the whole industry how to sell not a product but a feeling.
At J. Walter Thompson, copywriter Helen Lansdowne Resor pairs Woodbury's Facial Soap with an image of a man kissing a woman's bare hand.
The impactThe first use of sex appeal in American advertising. Modern beauty advertising is born, selling desire rather than soap.
Woodbury ›The houses that owned the 1910s page, by quality-weighted share of voice, measured from the magazines.
| Year | House | Outlet | What appeared |
|---|---|---|---|
| 1918 | Jergens | Photoplay | The Andrew Jergens Co., 310 Spring Grove Avenue, Cin |
