Life, 1928-03-08 · page 29 of 43
Life — March 8, 1928 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**—it is a full-page advertisement for Coty beauty products (face powder, rouge, and lipstick), appearing in *Life* magazine. The decorative header features classical cherubs in an ornamental frame, establishing an elegant tone. The ad emphasizes the concept of "Triple Loveliness," promoting the idea that face powder, rouge, and lipstick must harmonize together for proper makeup application. It highlights Coty's nine powder shades and coordinating rouge and lipstick products, framing cosmetics as essential to feminine beauty. The illustration shows product packaging and an Olympic Lipstick variant. Charles Dana Gibson's illustrated rouge guide booklet is mentioned as promotional material. **Context for modern readers:** This reflects early 20th-century beauty marketing that normalized cosmetics as beauty necessities rather than luxuries, targeting middle-class women seeking "smart" appearance standards.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
BEAUTY CREATIONS COTY TRIPLE LOVELINESS _ace Powder, Rouge, Lipstick 5 o- all must harmonize fox uly smart make- up. The nine shades of COTY Face Powders axe the law of loveliness jor per: fect colouring — which COTY Rouges subtly georify with thetx fresh radiant tones —and the COTY Lipstick accents w7 artistic >) completeness. OLYMPIC LIPSTICK The new double size with twice as much Lipstick, Five enlivening shades: Light, Medium, Dark, Cersse, Invisible, REFILLS—Obtainable everywhere. “ROUGE” : how to use it for greatest beauty COTY ROUGES —a booklet rlustrated by In the neve East Indsan box, Free radiant tones: ; N Bright No, 64, Light Ne 2, diam No. 68 CHARLES DANA GIBSO REFILLS Ob COTY. COTY FACE POWDERS — Is Blanc, Ni hy REFILLS = Obtainable everywhere, inc. RNA Rea Nond, Rachel No, 1, Rabel Ne 714 Gifth Boensse, Nese Yorks Ocre, Ocre Rese, Mauve. I 3 " CANADA 59 MeGal Caege Ave, Sontret Double Size. comicbooks.com