Muse ParlorMuse Parlor
A hundred-year profile

Maidenform

Maidenform peaked in the 1940s.

Hanesbrands lineage · est. 1922 · Maidenform brassieres
74.3%Peak, the 1940s
13Placements
1926 to 1961Span
15.4%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%27%54%81%108%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

No house clearly overtook it in the sampled decades.

Earned versus paid

Paid 11Earned 2

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1926Ladies' Home JournaladvertisingAd showing woman in undergarment with text 'Make Art Objects
1927Ladies' Home JournaladvertisingMaidenform
1939PhotoplayadvertisingMaiden Form
1942ScreenlandadvertisingMaiden Form
1946ScreenlandadvertisingMaiden Form
1948ScreenlandadvertisingMaiden Form
1949PhotoplayadvertisingMaiden Form
1950PhotoplayadvertisingMaidenform

Other houses

Pond's Tangee Coty Jergens Lux Max Factor Maybelline Woodbury

Data via the Muse Parlor historical SOV API. How this is built →