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A hundred-year profile

Pond's

Pond's peaked in the 1920s, then Maybelline overtook it in the 1950s.

Unilever lineage · est. 1846 · Pond's Cold Cream, Vanishing Cream, Extract
21.4%Peak, the 1920s
27Placements
1920 to 1961Span
7.4%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%30%1920s1930s1940s1950s
All voiceAdvertising

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

Out-voiced by

Maybellineovertook it in the 1950s
Woodburyovertook it in the 1950s
Camayovertook it in the 1950s

Earned versus paid

Paid 25Earned 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
1920Ladies' Home JournaladvertisingPOND'S Cold Cream & Vanishing Cream
1921Ladies' Home JournaladvertisingPOND'S Cold Cream & Vanishing Cream
1922Ladies' Home JournaladvertisingPOND'S Cold Cream Vanishing Cream
1923Ladies' Home JournaladvertisingPOND'S Cold Cream and Pond's Vanishing Cream
1925ScreenlandadvertisingPond's Toilet Cream
1926Ladies' Home JournaladvertisingPond's Two fragrant Creams, forming a complete method of car
1929PhotoplayadvertisingPond's Cold Cream, Pond's Cleansing Tissues, Pond's Skin Fre
1930Ladies' Home JournaleditorialPond's Extract Company

Other houses

Coty Lux Tangee Jergens Maybelline Max Factor Woodbury Palmolive

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