Cutex Hydrating Cuticle Oil, Formulated with Vitamin E & Sweet Almond Oil, (13.6ml) for Dry, Brittle & Rough Nails, Almond Scent, Dermatologist Tested

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Cutex Hydrating Cuticle Oil, Formulated with Vitamin E & Sweet Almond Oil, (13.6ml) for Dry, Brittle & Rough Nails, Almond Scent, Dermatologist Tested

Cutex Hydrating Cuticle Oil, Formulated with Vitamin E & Sweet Almond Oil, (13.6ml) for Dry, Brittle & Rough Nails, Almond Scent, Dermatologist Tested

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The actual price of the product that you choose is of course one of the most vital aspects of choosing the right product, we will go into that in more detail in just a moment. Northam Warren countered as best it could. In 1946, they changed their advertising agency from J. Walter Thompson to Young & Rubicam, Inc. and then over the years went through a series of other agencies. By 1952, they were doing network television advertising and their print advertising became more like Revlon’s. They also responded to most of the cosmetic trends that affected them in the post-war period.

In 1931, the corks in Cutex bottles were replaced the corks with Bakelite caps. When a brush was needed, this was fitted into the cap, a design more in tune with nail polishes in production today. Although these opaque or cream nail polishes had been made for many years by Glazo, Peggy Sage and others, Cutex did not introduce its version, Cutex Crème Nail Polish, until 1934. The conservative nature of Cutex in the 1930s is probably a reflection of the taste of their American customers. Even as late as 1955, colourless nail polish was still the largest selling ‘shade’ in the United States.Smaller sets proved to be particularly popular as they could be carried about and later designs were made so that they could be transported safely. Liquid nail polish Above: Cutex Nail Polish Bottles with colour inserts and Oily Polish Remover designed by Donald Deskey [1894-1989]. Cutex (American and Puerto-Rican) sold to GTCR Golder Rauner II, LLC, a private equity investment firm and becomes part of Prestige Brands. Above: 1958 Cutex Designer Case. Based loosely on earlier designs by Helena Rubinstein and Revlon, the case did away with the ‘bullet look’ and came in a range of coloured stripes. Cutex continued to lose ground after the war. In 1943, Cutex was advertised as “The world’s favorite nail polish”, by 1956 it was “The world’s largest selling manicure aids”. By then, Cutex had largely relinquished its positions at the prestige end of the market and was relying primarily on sales in drug, grocery and syndicated stores like Woolworths and Kress which had customers that were very price sensitive.

Cutex Cuticle Remover:“An ideal cuticle remover. This excellent preparation which is absolutely harmless, removes ragged and surplus cuticle without cutting.” Kane, M. (1946). Northam Warren, pioneer in manicure field. The American Perfumer & Essential Oil Review, February, 43-44. The Cutex campaign developed by J. Walter Thompson was designed by a woman, Helen Lansdowne Resor [1886-1964], one of J. Walter Thompson’s chief copywriters. It followed lines similar to the one Resor had developed for Pond’s Cold and Vanishing Creams with most of the early advertisements being educational in tone. The early copy concentrated on explaining how Cutex Cuticle Remover was to be used, why it was preferable to cutting the cuticle with scissors, and how to do a complete manicure with Cutex products. In addition, Cutex reformulated its liquid nail polish in 1936. The new recipe, which took longer to dry but wore longer, was advertised as Cutex Salon Type Polish, probably to give the impression that the product was used by professionals in the hope that this would help counter Revlon’s growing domination of manicure salons. The new polish was incorporated into a new manicure routine. Natural goes with all costumes but best with bright colors—red, blue, bright green, purple, orange, yellow.

Beginning in 1938, Northam Warren also paid a number of French designers to endorse some of these shades in the hope that this would link Cutex shades with Paris fashions and give them a greater cachet. Use the oil after a manicure. Cuticle oil is a great way to rehydrate your cuticles after a manicure. The oil will not harm or remove the nail polish. Additionally, cuticle oil is a great way to revamp an old manicure. Just massage the oil over your cuticles and nails to give them a fresh shine. [2] X Research source The Revlon Nail Enamel Company was founded in 1932 by Charles Revson [1906-1975], Joseph Revson [1905-1971] and Charles Lachman [1897-1978],. The nail polishes it sold were of the cream, opaque type. Northam Warren only began selling this type of polish in 1934 and this helped give Revlon an opening. However, there are indications that part of the problem for Cutex was an industry-wide antagonism to its dominance in the market. Above: 1938 Designer endorsements from Elsa Schiaparelli (1890-1973), Alix Barton (1903-1993), Lucien Lelong (1889-1958) and Jeanne Lanvin (1867-1946). Warren, N. (1922). How a great toilet goods business was built. The American Perfumer & Essential Oil Review, November, 393-394, 419.

In an attempt to boost sales Cutex even engaged in some cross-promotions. In 1953, as part of its Red Hot ’n Blue campaign, Cutex was aligned with a range of non-competitive products to set up displays under the slogan ‘That Beautiful American Look’. The upper part of the display was devoted to Cutex, the lower to the other products. It seemed to work, sales did improve after the promotion.

Put it on whenever you have free time. Apply the oil whenever you are riding the bus or sitting in a taxicab, at your work desk, or on the couch while watching TV, for example. Basically, whenever you have some downtime. [4] X Research source Above: 1934 Cutex Color Selector counter display. The base was moulded plastic, surmounted by a finger rest. Over the finger rest was a disk which contained transparent nail shaped sections of the six Cutex colours – the Clear shade not being included. By pushing a button on the rest and rotating the disk, the customer could see how each shade looked on their finger. Cutex Liquid Polish explaining how to paint the toenail. The use of nail polish on toes became fashionable on the beaches of Europe around 1930. Dedicated Cutex manicure salons were also into the United States, starting with Chicago in 1935, something Cutex had only previously done in London and Paris. In 1937, Northam Warren also built a fully equipped manicure salon in its research and development arm to help test new products.



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