Included in this month’s release are pamphlets on American food and cookery, a satire on the role of insurance companies in the aftermath of the Great Chicago fire, a promotional brochure touting a revolutionary beauty treatment, a colorful souvenir program from the Russian Ballet’s visit to New York City in 1916, and elegant catalogs from coach and automobile manufacturers.
Here are descriptions of the latter three.
The New Beauty (1921)
“Here Dwells Youth” trumpets the first page of this illustrated pamphlet produced by Primrose House on East 52nd Street in New York City. This establishment promised women the key to manifesting their real beauty, proclaiming:
That subtle beauty really is within every woman. When she can be made to realize that, her ability to express it will simply have to follow a really scientific method of correcting difficulties and of bringing out her own best points.
This “really scientific method” was called the “Primrose House Face-Molding Treatments.”
The potential client is counseled that “It is careless and unnecessary for a woman to allow signs of neglect—a sagging chin, a drooping cheek, a tired eye” because, after all, “Every man likes to feel proud of his wife. Children love to think mother is the most beautiful person they know.”
There is a description of the lengths to which the founder of Primrose House and her staff have gone to collect only the most exotic beauty preparations from the four corners of the Earth: