Promotional Photograph of Movie star

Contributed by David A-J

Promotional Photograph of Movie star

In 1918, when Otto F. Leopold. president of the Pompeian Manufacturing Company of Cleveland, Ohio, decided to advertise his range of ladies Cosmetics, he wanted to use a name and image that women all over the world would recognise and respect. He approached the famous Hollywood actress Mary Pickford to be his "Pompeian Beauty of the Year" and the talented artist Gene Pressler to create the posters, newspaper and magazine advertisements to promote his company's cosmetics. The result was a famous series of advertisements and this picture "Honeymooning in the Alps" is one of the heavily retouched photographs produced.

The use of a "celebrity" to promote a product is commonplace in the new millennium and and the "free gift" has been one of the 'temptations to buy ', since the "first " promotional gift of a daffodil by Lever Bros in the 1950's.
This Art Nouveau poster depicting the world's movie star sweetheart, Mary Pickford, was offered in 1924 and combined the use of a "free gift" and a "celebrity" endorsement in a single item. Whether it was a "free" gift is, of course, debatable, as those who requested the poster had to pay 6d (six old pence), to cover postage and delivery.

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