Hazel Woileard, Peet's Crystal White Laundry Soap, 1918

Hazel Woileard, Peet's Crystal White Laundry Soap, 1918, originally uploaded by Gatochy.

Click image for 857 x 1300 size.

"It's Easy to Prolong the Life of the Daintiest Things You Wear

As you see dainty negligees and soft undergarments in the shop windows, do you worry about fequent laundering or, do you, like millions who know, think of 'The Perfect Family Soap'-

Peet's Crystal White

Insures longer life for the softest and most delicate fabrics, a timely desire of these days of sensible thrift. Unsurpassed for fine laundry work because it is mild; will not roughen or shred. A better soap for every household cleansing task.

Peet Bros. MFG. Co.
Kansas City San Francisco"

Fórmula 1 men's wear, 1974

Gente, 20-26 March, 1 April 1974 - 56, originally uploaded by Gatochy.

Click image for 737 x 1000 size. Scanned from Portuguese magazine Gente, 20-26 March, 1 April 1974.

"Shirts and Polos
The new rythm of fashion"

Plaza 8, 1966

Plaza 8 ad, 1966, originally uploaded by Gatochy.

Click image for 750 x 1000 size. Scanned from The Golden Age of Advertising - the 60s.

DuPont, 1961

DuPont ad, 1961, originally uploaded by Gatochy.

Click image for 784 x 1000 size. Scanned from The Golden Age of Advertising - the 60s.

"Dacron.
It ought to be a law.

JUNIOR ACCENT thinks 'twould be a crime for pure pizzaz not to have the lasting shape of 'Dacron'. Thus, this sonic knit that has - a print so bold you can almost hear it. And a fresh so great it goes on forever. And why? Because it's 100% Dacron polyester. In red/white/navy, yellow/white/black. Sizes 6-16. About $46. Available at Franklin Simon, New York and branches; Town and Country, Des Moines; Joseph Horne Co., Pittsburgh; Frederic & Nelson, Seattle.

Dupont
Better Things for Better Living... through Chemistry"

Socialite luggage, 1956

December Vogue 1956, originally uploaded by dovima_is_devine_II.

December Vogue 1956. Model is Evelyn Tripp.

"Socialite...
Elegance with a master's touch

'Birth of Venus' by Botticelli
Florence, Italy

The beautiful simplicity, the classic lines, of a true work of art. And, like all true works of art, this beauty is forever - fashioned with the lightness of froth... the strength of steel - balanced to open at the touch of your finger... double-locked for complete safety.

The cover? A single, flowing curve... seamless, jointless, and practically impervious to wear.

The lining? Luxurious French crepe... soft in color, distinctive in design.

The colors? Delicate shades that nothing can chip or fade.

The price? From $19.95 to $42.95.

The Weekender, the Ladies Wardrobe, and the Train Case in blue, grey, or tan U. S. Royalite covering with oriental print linning. Twelve models to choose from - all of them beautiful, all of them guaranteed.

Socialite luggage
Product of U. S. Trunk Co."

Japanese hand cream, 1930s

Japanese hand cream, 1930s, originally uploaded by Gatochy.

Click image for 590 x 800 size. Scanned from Taschen's "Japanese Beauties".

"You have strong beautiful skin" (Thanks to Paula Wirth for translating!)

Percy Edward Anderson, Knapp-Felt Hats, 1929

Percy Edward Anderson, Knapp-Felt Hats ad, 1929, originally uploaded by Gatochy.

Click image for 675 x 900 size. Scanned from Taschen's "All-American Ads of the 20s".

"Out today!
The New Knapp-Felt
Hat for the Month
The Rudswick
Made by the Crofut &Knapp Co., Fifth Avenue, New York"

Dermox Shampoo, 1974

Gente, 20-26 March, 1 April 1974 - 50, originally uploaded by Gatochy.

Click image for 948 x 1298 size. Scanned from Portuguese magazine Gente, 20-26 March, 1 April 1974.

"With Dermox shampoos you'll have the most beautiful hair".

Bondex, 1961

Bondex ad, 1961, originally uploaded by Gatochy.

Click image for 757 x 1000 size. Scanned from The Golden Age of Advertising - the 60s.

This was a kind of iron-on fabric that you could stick onto your clothes for decoration.

Lux Soap, 1953

Lux Soap ad, 1953, originally uploaded by Gatochy.

Click image for 659 x 954 size. Scanned from the book "Portugal Século XX, Crónica em Imagens, 1950-1960" by Joaquim Vieira. Portuguese singer Amália Rodrigues.

"I use Lux Soap
says Amália Rodrigues"

Elizabeth Taylor, Lustre-Creme Shampoo, 1957

Lustre-Creme Shampoo, 1957, originally uploaded by Gatochy.

R. I. P., Elizabeth Taylor.

Click image for 616 x 883 size. Scanned from Taschen's All-American Ads of the 50s.

"Hollywood's favorite Lustre-Creme Shampoo...

Yes, Elizabeth Taylor uses Lustre-Creme Shampoo. It's the favorite of 4 out of 5 top Hollywood movie stars!

It never dries your hair! Lustre-Creme Shampoo is blessed with lanolin... foams into rich lather, even in hardest water... leaves hair so easy to manage.

It beautifies! For soft, bright, fragrantly clean hair - without special after-rinses - choose the shampoo of America's most glamorous women. Use the favorite of Hollywood movie stars - Lustre-Creme Shampoo.

Never Dries - it Beautifies!

Elizabeth Taylor
co-starring in M-G-M's
Raintree County
Filmed in M-G-M Camera 65 and Color"

Moisturizer, 1930s

Moisturizer ad, 1930s, originally uploaded by Gatochy.

Click image for 568 x 800 size. Scanned from Taschen's "Japanese Beauties".

Japanese skin cream - to protect your hands from chemicals and sunlight. (Thanks to Paula Wirth for translating!)

Irving Nurick, McCall Patterns, 1928

Irving Nurick, McCall Patterns ad, 1928, originally uploaded by Gatochy.

Click image for 666 x 900 size. Scanned from Taschen's "All-American Ads of the 20s".

"Now on Sale
At the McCall Pattern Departments and All Newsstands

A Complete Showing All in Color

Get Your Copy Today"

General Electric, 1966

General Electric ad, 1966, originally uploaded by Gatochy.

Click image for 770 x 1000 size. Scanned from The Golden Age of Advertising - the 60s.

"General Electric Has It!

General Electric cares!

Bouffant bonnet has reach-in top - for checking dryness.
Air is intanstly heated here for faster drying.

Portable... adjustable waist or shoulder strap.

Attractive embossed carrying and storage case.

General Electric has the hair dryer with an 'Instant Heat' unit. It's next to the bonnet for faster hair drying. Large Sally Victor bouffant bonnet... reach-in top to let you check drying. Portable... lightweight... 4 heat selections. Luxurious carrying case, too!

New! Fanfare Clock with Mel-O-Tone alarm to wake you with musical tones. Lighted dial for nightime. Attractive sandalwood-color case. 3 1/4 in. high; 5 1/2 in. wide.

Toasts - and bakes! General Electric's Toast-R-Oven toasts both sides at once. Top-browns... bakes potatoes, frozen foods, and pies... reheats foods, too!

General Electric has the Spray, Steam and Dry Travel Iron for touch-up ironing at school and to take on trips. Adapter plugs for foreign travel. Fold-down handle.

General Electric Company, Housewares Division, Bridgeport, Conn, 06602

Progress Is Our Most Important Product"

Formfit Rogers, 1969

Formfit Rogers ad, 1969, originally uploaded by Gatochy.

Click image for 752 x 1000 size. Scanned from The Golden Age of Advertising - the 60s.

"Be Some Body.

Start right now with The Stocking Girdle which gives you girdle control with pantyhouse freedom. Nylon and Lycra spandex top, strech nylon legs. In chanpagne, sun mist, mink mist, silver mist. Petite, medium, long, extra long. $3 in the foundation department of your favorite store."

Antisardina suntan lotion, 1952

Fon Fon n.2380, 22 November 1952 - back cover, originally uploaded by Gatochy.

Click image for 1024 x 1559 size. Scanned from Fon Fon n.2380, 22 November 1952. Thanks to Ciana Bodini for the image.

"No. 1 The joy of life is in the health and beauty of your body.

No. The pleasure of life in the open air can be achieved without harming your skin.

No. 3 Protect your skin with Antisardina. Scientifically prepared, it renews your skin's cells, eliminates and avoids freckles, spots and premature wrinkles."

Ricils, 1974

Gente, n. 20, 26 March-1 April, 1974 - 10, originally uploaded by Gatochy.

Click image for 958 x 1305 size. Scanned from Portuguese magazine Gente, n. 20, 26 March-1 April, 1974.

"Two eyes... a thousand expressions

For a complete makeup of your eyes, a range that's been perfectly adapted to modern fashion

Liquid shadows - blue, brown, pink, green, vison grey and white * tri-colour compact shadows, with declined primary colours (greens, blues, browns and lilacs, all of them with the presence of white) * compact mascaras * automatic mascaras * recharges * pencils * eyeliners...

... At last, a range that allows you to create a harmonious makeup.

A presentation in cases especially designed to be practical, both for transport and in how you apply it.

A brand new eye line that guarantees a beautiful look. "

Japanese facial moisturizer, 1930s

Japanese facial moisturizer, 1930s, originally uploaded by Gatochy.

Click image for 722 x 1000 size. Scanned from Taschen's "Japanese Beauties".

Reed & Barton Jewelers and Silversmiths, 1919

Reed & Barton Jewelers and Silversmiths, 1919, originally uploaded by Gatochy.

Click image for 642 x 866 size. From Taschen's "All-American Ads 1900-1919".

"Reed & Barton
Established 1824
Jewelers and Silversmiths
Fifth Avenue 32nd Street
4 Maiden Lane
New York

Sterling Silver
Platinum and Gold Jewelry
Precious Stones

Watches, Clocks
Leather Goods, Stationery
Canes, Umbrellas"

Psssssst Dry Instant Shampoo, 1974

Gente, n. 20, 26 March-1 April, 1974 - 16, originally uploaded by Gatochy.

Click image for 958 x 1307 size. Scanned from Portuguese magazine Gente, n. 20, 26 March-1 April, 1974.

"Dry Instant Shampoo

Psssssst the dry shampoo in extremely fine spray quickly cleans your hair:

1 - Apply

2 - Spread

3 - Brush...

4 - And it's done

To obtain the best results, apply Psssssst all over your hair in small quantities. Repeat if necessary.

Gently rub your hair with the tip of your fingers. After a few seconds, brush carefully.

Now, also for oily hair. A Clairol product."