Razor companies used fear, shame, loneliness, and sex appeal to create a massive women's shaving industry from scratch. And however frustrating that is for the modern buyer, women's razors are a fascinating case of effective emotional advertising. Here is a story:
With the 1901 invention of the safety razor and the U.S. Army contract to supply every soldier with a razor, Gillette was a household name at the beginning of the 20th century -- but it was only being used by men.
Women's fashion was starting to transition from 19th century-era buttoned-up, conservative gowns to more relaxed sleeveless dresses for dancing and going outside.
It Started With Harper’s Bazaar…
Women's fashion was starting to transition from 19th century-era buttoned-up, conservative gowns to more relaxed sleeveless dresses for dancing and going outside.
It Started With Harper’s Bazaar…
In the May 1915 issue of Harper’s Bazaar magazine appeared an advertisement that dared to mention ‘objectionable hair’. A new trend in sleeveless dresses, often inspired by Greek and Roman clothing, exposed women's previously covered arms. That, of course, led the depilatory industry to conclude that underarm hair was undesirable.
Then, when Gillette created the first women's razor in 1915, it took advantage of the advertising opportunity presented by more exposed skin. Below is the first ad for Gillette's Milady Décolleté that specifically targeted underarm hair shaving in 1917:
In another ad, Gillette posits its razor as serving "the modern woman" to further convince women to start using its product or be left behind. The tagline drives home the importance of buying a razor and shaving: "A Refinement which has become a Modern Necessity."
In another ad, Gillette posits its razor as serving "the modern woman" to further convince women to start using its product or be left behind. The tagline drives home the importance of buying a razor and shaving: "A Refinement which has become a Modern Necessity."
In 1922, Harper's Bazaar ran one of the first magazine ads specifically targeting underarm hair:
Already in the 1940s, armpit depilation became fashionable in the United States. So, Rita Hayworth in the movie "Gilda" of the 46th year demonstrates an impeccably smooth axillary area.
Already in the 1940s, armpit depilation became fashionable in the United States. So, Rita Hayworth in the movie "Gilda" of the 46th year demonstrates an impeccably smooth axillary area.
At the same time, Sophia Loren is not shy about raising her arms and showing off her armpit hair. Why?
The fact is that fashion for depilation reached Italy only at the end of the 60s, so in the 50s Sophie Laren's unshaven armpits looked quite natural and did not embarrass the Italians.
The fact is that fashion for depilation reached Italy only at the end of the 60s, so in the 50s Sophie Laren's unshaven armpits looked quite natural and did not embarrass the Italians.
