I was rather amused (and a bit sad) when I ran across this Yardley ad for Lip Licks from 1972, as I think I finally found the thing that possibly contributed to the end of Yardley’s makeup line. Lip Licks lipstick was promoted to give you the ‘shiniest, yummiest-tasting lips he’s ever met’. This is all well and good because Yardley DID make the most fabulous lipsticks on the planet. But I wonder about this particular advertising bent – evoking Grandma in your boyfriend’s mind? Not particularly sexy – especially after all the groovy, mod, and romantic advertising campaigns Yardley promoted in the 60s – models Jean Shrimpton, Patsy Sullivan, and Olivia Hussey in particular.
It seems as though Yardley was going for a more wholesome bent, with Lip Licks tasting and smelling like the grand goodies from Grandma’s kitchen. ‘So kiss him in his favorite flavor‘. The ‘flavors’ were Grandma’s Spicy Gingerbread, Grandma’s Candied Apple, Grandma’s Fluffy Pink Marshmallow, Grandma’s Dark Sweet Cocoa, Grandma’s Snappy Cinnamon, and Grandma’s Whipped Cream Punkin Pie. The ad shows some wholesome, generic-looking models smiling over a table full of whipped cream, pumpkin pie, cookies, hot chocolate, and candied apples. Noooooo, Yardley of London, noooooo! I feel that this was your downfall; straying away from your fabulous British uniqueness.
In any event, I really miss the awesomeness that was Yardley of London makeup. I would love to see a revival of their cosmetics line, but only if they play up its fab Yardley of LONDON originality.