The ideal image of feminine beauty has always been a transient target. Fashions shift and change, and the companies that produce them rise and fall as styles evolve.
From the winter of 1932, these two Sears pages reflect the beauty trends of the moment. It may have been the depression, but women were still anxious to keep up appearances.
Most of these beauty names are as long gone as the marcelled hair styles popular in 1932. Edna Wallace Hopper was an actress; Melba was named for an opera singer; Princess Pat was one of Queen Victoria’s grandchildren. Elmo is a Muppet, so go figure.
You could also aspire to be an Outdoor Girl of Seventeen, with Kissproof lips even during April Showers. There’s a lot here to look at, so zoom in.
Still, a few brand names survive to this day: Houbingant… Yardley… Woodbury’s. Actually, even the charmingly-named Tangee lipstick was revived a few years ago by the Vermont Country Store (!), where it is a popular retro product. They say fashions is cyclical, and evidently everything old is new again at some point.