The Woodbury Soap Company’s innovative 1911 slogan, “A skin you love to touch,” focused on the consumer, not the product, and introduced sexual undertones to enhance the appeal of a basic face soap. In this 1940s “stand-up” poster for a drugstore window, Woodbury, still marketing with sex appeal, chose the actress Veronica Lake to promote its makeup. A successful leading lady for Paramount, Lake was one of Hollywood’s darlings at the time. She was already a trendsetter; her blonde “peekaboo” hairstyle had launched a fashion craze for eye-covering curls.

Here, in order to focus attention on her complexion, there is only a hint of an errant wave. With soft, peach-colored petals in the background to match the actress’s exquisite face, and with Lake’s plunging black tulle neckline, the ad promises the Woodbury consumer not only delicate femininity but also a touch of naughty Hollywood glamour.