Cashmere Bouquet Cosmetics
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A 1ZB announcer reads an advertisement for Cashmere Bouquet cosmetics. Makeup took off as a form of self expression and enhancement for all women during the 1920s and 1930s, having previously been perceived as morally unwholesome.
"Do you know the correct shades of lipstick, rouge and powder for your individual colouring? Cashmere Bouquet has makeup to suit anyone. You know, makeup really matters. Smart shoes, stylish clothes fail if your makeup is wrong..." This technique of evoking social anxieties as a means of selling products was a recurrent one in 1930s print and radio advertising. The listener is encouraged to visit the Cashmere Bouquet cosmetic bar at Woolworths to get advice from the beauty experts.
Interestingly, the announcer is believed to be John Batten – brother of pioneering aviator Jean! John Batten was also a film actor, in the Hollywood, UK and New Zealand film industries.
Commercial radio began in New Zealand in 1936, when the government (which had nationalised radio several years earlier) launched the ZB network of stations. 1ZB in Auckland, 2ZB in Wellington, 3ZB in Christchurch and 4ZB in Dunedin were soon great revenue-earners for the government, earning 10,000 pounds profit in their first year of operation.
Image: Evening Post, 29 August 1938 (courtesy of Papers Past).
Catalogue Reference 184043
Advertiser: Colgate Palmolive Ltd.
Broadcaster: 1ZB Auckland
Announcer: John Batten