15 Wildest Makeup Ads From The ’60s And ’70s That We Completely Forgot
Join me on a groovy, glitter-dusted journey through the bold and bizarre world of ’60s and ’70s makeup ads—a time when beauty wasn’t just about looking good, it was about making a statement.
These iconic campaigns were bursting with psychedelic patterns, surreal slogans, and makeup looks so daring they could stop traffic. Mood lipsticks that claimed to shift with your feelings? Oh yes. Mascara ads that promised lashes so long they’d practically wave hello? Absolutely.
And don’t forget the technicolor eyeshadows that challenged you to wear every shade at once—subtlety was not in the vocabulary. Each ad was a wild blend of art, rebellion, and a touch of pure fantasy, reflecting the free-spirited, rule-breaking energy of the era.
Whether you were a mod queen or a disco diva, there was a look (and a product) for you. So buckle up, baby—it’s time to dive into the glittery, groovy, and gloriously over-the-top world of vintage beauty dreams.
1. Yardley’s “Slicker Lipsticks” – With Twiggy
Twiggy, the quintessential ’60s icon, brought a certain MOD flair to Yardley’s “Slicker Lipsticks.” In these vibrant ads, Twiggy’s lashes were as grand as umbrellas, casting shadows deep enough to swim in. Her lips? Shiny as freshly polished chrome bumpers. Each ad felt like a scene from a pop art museum, where everything was bold, colorful, and unapologetically cool.
The campaign proudly boasted the “London Look,” a style synonymous with fashion-forward and edgy vibes. Twiggy’s presence made the ads an unforgettable montage of beauty and art, showcasing lips that gleamed like vinyl records.
Every time I see these ads, I wonder if my future self will look back and smile at my own style choices. Yardley’s ads dared us to dream in color, and maybe, just maybe, to bat our lashes like we were brushing off the rain.
2. Maybelline’s “You’ve Come a Long Way, Baby”
Maybelline took the bold step of aligning makeup with women’s empowerment in their “You’ve Come a Long Way, Baby” campaign. The ads, which echoed the feminist movement’s themes, featured women donning bold blue eyeshadow as a symbol of their strength and determination. It was all about equal rights and glitter—because why shouldn’t they go hand in hand?
These ads celebrated the modern woman, one who was as comfortable leading a board meeting as she was rocking a disco dance floor. The message was clear: makeup wasn’t just about beauty; it was an emblem of independence.
Every swipe of blue was a stroke of confidence, painting the face of a woman who knew no bounds. Maybelline’s ads didn’t just sell eyeshadow; they sold a movement, one that promised a future as bright and colorful as the makeup itself.
3. Max Factor’s “Pancake Makeup” Ads
Max Factor’s “Pancake Makeup” was the secret weapon for anyone wanting television-ready skin. These ads made it clear: this wasn’t just makeup; it was a transformation into a technicolor goddess. Forget pores—this was about achieving skin so flawless, it seemed almost unreal.
The makeup promised to withstand the harsh lights of the stage and screen, making you feel like a star in your day-to-day life. The thick, cake-like application might have been daunting, but the payoff? Worth every layer.
I sometimes wonder if my own foundation could hold up to such scrutiny. Max Factor showed us that with the right makeup, any of us could step into the spotlight. It was about becoming larger than life, radiating confidence from every pore—or lack thereof.
4. Revlon’s “Charlie” Campaigns
Revlon’s “Charlie” campaign was a game-changer, showcasing women who exuded confidence, freedom, and a dash of sass. These ads featured career women striding in pantsuits, walking their own dogs, and living life on their terms.
The message was clear: “She’s Charlie.” Bold red lips, feathered hair, and an attitude that screamed independence were the calling cards of this campaign. The ads were iconic, confusing, and empowering all at once.
In a world where we’re still learning to embrace our individuality, “Charlie” was a reminder that women could be whoever they wanted to be. It was about redefining femininity and owning one’s personal journey, making Charlie a timeless symbol of liberation.
5. CoverGirl’s “Clean Makeup” With Cybill Shepherd
Cybill Shepherd brought an all-American charm to CoverGirl’s “Clean Makeup” campaign, looking every bit the girl next door with a sprinkle of Hollywood glamour. These ads promised a fresh, natural look but delivered a full-blown Studio 54 vibe.
With skin so smooth it could reflect sunlight, Cybill embodied the youthful freshness that CoverGirl claimed. Yet, beneath the sundress and clean aesthetic, there was an undeniable touch of glam that spoke to the era’s disco craze.
What I love about these ads is their duality—it was about being fresh-faced and glamorous, all wrapped in one. It’s like wearing sequins to brunch and feeling perfectly at home. With Cybill leading the way, CoverGirl reminded us that clean could be as fabulous as any full-glam look.
6. Aziza’s Neon Eye Palette Ads
Aziza’s Neon Eye Palette ads were a riot of color, urging women to paint their eyelids with electric blues and radioactive greens. It was all about making your eyes a canvas—a disco canvas, to be exact.
The ads suggested using all four shades at once, creating a look that was as bold as it was adventurous. Daytime makeup? Sure, if your day involved dancing beneath a glittering disco ball.
I can’t help but smile at the audacity of these ads. They dared us to step outside the norm, to embrace the unexpected. Aziza’s palettes weren’t just about colors; they were about attitudes, about saying, “Why not?” to the wildest looks.
7. Bonne Bell’s Lip Smackers Debut
Bonne Bell’s Lip Smackers were a teenage dream come true, like a sugary sweet trip down memory lane. The ads were filled with roller skates, bubblegum, and lip glosses that tasted like pure childhood nostalgia.
Root beer lips? Why not! Dr. Pepper flavor? Yes, please! Each tube was a tiny adventure, offering flavors that were as fun as they were unexpected.
These ads captured the essence of youth with an infectious energy that was impossible to resist. Every swipe of gloss was a reminder of simpler times, when the biggest worry was which flavor to try next. Bonne Bell didn’t just sell lip gloss; they sold a piece of teenage paradise.
8. Avon’s “Mood Lipstick”
Avon’s “Mood Lipstick” was the ultimate in magical makeup, promising to change shades according to your mood. It started green and transformed into “your personal pink,” a concept that felt more like wizardry than science.
These ads made us believe in the magic of makeup, even if the science was a bit questionable. After all, who doesn’t want lipstick that knows you better than you know yourself?
I often think about the allure of such whimsical products. Avon’s ads were enchanting, a playful blend of beauty and fantasy that captivated our imaginations. They didn’t just offer lipstick; they offered a little slice of magic.
9. Mary Quant’s Crayon Colors
Mary Quant’s Crayon Colors were a psychedelic explosion of hues that felt like they jumped straight out of a pop art painting. These weren’t just makeup sticks; they were tools of creativity, inviting you to doodle your way to beauty.
With chunky glitter and doll-like lashes, the ad was an ode to chaos and color. It was about embracing the bold and the bizarre, letting loose and having fun with your look.
The sight of those ads still makes me smile, a reminder that beauty can be as whimsical as we dare to make it. Mary Quant didn’t just sell makeup; she sold a free-spirited attitude, where every face was a potential masterpiece.
10. Love’s Baby Soft Perfume and Lip Kit Ads
Love’s Baby Soft ads were wrapped in layers of pastel innocence, yet carried an undercurrent of unsettling allure. The tagline “Because innocence is sexier than you think” left an impression that was both curious and a bit perplexing.
The campaign leaned into soft-focus imagery, painting a picture of youthful sensuality that was undeniably captivating. It was an era where innocence was marketed with a wink and a nudge.
Reflecting on these ads, I’m struck by their blend of delicate and daring. They walked a fine line between coy and bold, selling not just perfume and lip kits, but a mood—a feeling of nostalgia wrapped in a powdery pink haze.
11. Helena Rubinstein’s “Heaven Sent” Campaign
Helena Rubinstein’s “Heaven Sent” campaign was a celestial journey through beauty, with ads depicting ethereal angels floating across fluffy clouds. Sparkly cheeks and layers of mascara were the hallmarks of this heavenly vision.
These ads combined beauty and religious overtones, creating an otherworldly aura that felt both divine and glamorous. The makeup was almost secondary to the celestial story being told.
In today’s world of grounded reality, I love the escapism of these ads. They remind us that beauty can be transcendent, a heavenly experience that lifts you above the mundane. Helena Rubinstein didn’t just offer makeup; she offered a glimpse of paradise.
12. Yardley’s “Pot o’ Gloss”
Yardley’s “Pot o’ Gloss” ads treated tiny pots of gloss like sacred treasures, each one more luscious than the last. They looked like candy, but promised the allure of something far more special.
Phrases like “More luscious than your first kiss” added a touch of drama that was both amusing and irresistible. Each pot was a tiny piece of luxury, a treat for the senses.
These ads remind me of the joy in small indulgences, the way a simple gloss can feel like a treasure. Yardley knew how to make even the smallest product feel grand, turning gloss into a coveted gem.
13. Estée Lauder’s “All Day Lipstick”
Estée Lauder’s “All Day Lipstick” was about power and endurance, featuring women climbing mountains and sailing yachts with perfect lips. It was about longevity and elegance wrapped into one.
These ads suggested that no matter the adventure, your lipstick would stay flawless—a promise as bold as the colors themselves. It was equestrian glamour meets urban chic, a testament to the lipstick’s staying power.
I sometimes wonder if my lipstick could handle such adventures. Estée Lauder’s campaign was about more than makeup; it was about confidence, a belief in beauty’s ability to endure whatever the day might bring.
14. Clairol’s “Ten to One” Eyeshadow Kit
Clairol’s “Ten to One” Eyeshadow Kit dared women to be fearless with their makeup choices, offering ten shades and one brush to create a myriad of looks. It was about embracing creativity and stepping outside the lines.
The ads challenged you to use all ten colors at once, creating a look that was part peacock, part pop princess. It was as if the rainbow had decided to take up residence on your eyelids.
These ads are a colorful reminder to embrace boldness in beauty. Clairol’s kit wasn’t just about eyeshadow; it was about self-expression, giving women the tools to paint their world however they chose.
15. Tangee Lipstick’s “Changes to Your Perfect Color”
Tangee Lipstick’s promise of a perfect color change felt like a mystic beauty ritual. The lipstick, orange in the tube, went on clear and then transformed into you—or so the ad claimed.
It was a concept that captured the imagination, a lipstick that promised to be unique to each wearer. The magic was in the mystery, a promise of personal transformation.
I’m fascinated by the allure of these products, where the experience was as enchanting as the result. Tangee didn’t just sell lipstick; they sold a promise of personal magic, a color that was not just applied, but revealed.