Advertising for toiletries in the early 20th century was a fascinating blend of emerging mass media, evolving social norms, and the development of consumer culture. They often featured ornate, eye-catching designs influenced by Art Nouveau, with flowing lines and stylized images of women surrounded by nature. These ads emphasized purity, luxury, and hygiene.
Brands like soaps, perfumes, and toothpaste promoted cleanliness and beauty through elegant visuals and catchy slogans. In the 1910s and 1920s, the focus shifted more to health and personal care, with products marketed as essential for good hygiene and well-being.
Here below is a set of vintage posters that shows toiletry advertisements from the early 20th century.
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| Arrículos de tocador Luxor, Fray Mocho magazine, circa 1900s |
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| Aurich Glycerin Soap, circa 1900s |
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| Ayer's Hair Vigor for the Toilet, circa 1900s |
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| Tualyetnoye Myilo, A. M. Zhukov, St. Petersburg (Ad for Zhukov toilet soap), circa 1900s |
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| Alaiska, Crème-Toilette-Puder, R. Lindner, Wien, 1902 |
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| Sunlight-Seife ist Reinheit, Frische, Sparsamkeit, (Sunlight Soap is Purity, Freshness, Economy), circa 1905 |
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| Jabón Heno de Pravia, 1916 |
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| Lisa Haar und Toilettewasser, circa 1919 |
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| Savon de Toilette, Plantol pour le Teint, 1919 |
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| Bourjois Java Face Powder for Youth, Beauty, Charm, circa 1920s |
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| Bourjois Java Face Powder, Adorably French, circa 1920s |
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| Kofler Prodotti Igienici per Toilette, Padova, circa 1920s |
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| Perfume, Toilet Water, 1920 |
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| Perfumes de Myrurgia, circa 1920s |
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| Vivaudou Mavis, Ladies' Home Journal, March 1920 |
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| Vivaudou, Mavis, Irresistible, Ladies' Home Journal, September 1920 |
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| Vivaudou, Mavis, Irresistible!, Ladies' Home Journal, August 1920 |
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| Vivaudou, Mavis, Irresistible!, Ladies' Home Journal, Jananuary 1920 |
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| Vivaudou, Mavis, Ladies' Home Journal, June 1920 |
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| Advertising for Djer-Kiss, 1921 |
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| Djer-Kiss Talc, 1921 |
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| Cashmere Bouquet Toilet Soap, 1922 |
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| Vivaudous’s Mavis Toilet Preparations, 1923 |
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| Bal du Corset, 1925 |
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| Djer-Kiss Toiletries, Photoplay, December 1926 |
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| Le Poudre Gemey, circa 1930 |
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| Savon SHYB, 1930 |
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| Lux Toilet Soap, pour mon teint, 1934 |
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| Herb 'Horn Cream, Grasse, Paris, London, circa 1930s |
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| Holländerin Muttermilch-Seife, Günther & Haussner, circa 1930s |
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