Gold Bell Stamps, 1963
That must have been the theory behind Gold Bell Stamps 1963 catalog. The trading stamp company utilized the promotional talents of Mrs Lila Masson, named “Mrs. America” the year before, to show off a household full of products fit for a family homemaking queen. This was in addition to her personal appearances “championing the ever-increasing importance of the American homemaker in our country.”
Throughout the catalog, Mrs. Masson and her massive bouffant hairdo are pictured regally interacting with products from clothes washers to what seems like the world’s longest kebab. Mrs Masson was a 39-year-old mother of three (one of whom had just entered a nunnery). One wonders if she got paid in trading stamps, products, or actual cash.
The Mrs. America contest ran from 1938 until 1969, then was restarted and repackaged in 1977, and continues today. The housewives don’t look the same.