In 1972, I feel that Yardley of London finally threw in the towel in regards to having a specific ‘Yardley Girl’ model. The tradition of having a particular model to be the ‘face’ of the company seemed to have come to an end. No more Twiggy, Jean Shrimpton, Olivia Hussey, or Patsy Sullivan to grace their unique, romantic, and ethereal ads. Yardley advertising using a particular “It” model was so beautiful and effective. It gave us a look to aspire to, and the World of Yardley seemed a magical, slightly mysterious place. Then in 1972, their advertising took a different bent. Now we are dealing with ‘everyday’ girls – who just happen to be completely flawless – with a before-and-after makeover transformation using Yardley makeup. The young women seem like the type that would have large Instagram, Pinterest, and Twitter followings today. And a fashion and style blog of course!
This 1972 ad features Jean Day, who is a Fine Arts major at Bennington College in Vermont. She sculpts in steel and paints in giant 10-foot acrylics. But Jean had a problem: her eyes needed to be ‘opened up’ and ‘drawn out’. Yardley’s solution was to 1.) Apply Frosted Rainbow Yellow Sigh Shadow to her eyelids. 2.) Apply Sigh Shadow Lavender Breeze, lid to brow. 3.) Used Panda Black Lash-A-Lot for longer, more defined lashes. 4.) Use Panda Black Easy Liner for touching up of roots of lashes where mascara often misses.
This 1972 ad features Alyssia Lazin , who works as a production assistant for a film house in Cambridge, Mass. She is focused on the visual media, and shoots and develops her own photographs. Alyssia’s ‘problem’ was that ordinary lipstick left her lips dull. But just add a little Pot o’ Gloss and voila! When it lights up your lips, it lights up your face. Pot o’ Gloss promises to make your lips look wetter, shinier, glossier than ordinary lipstick. Plus, you’ll love its smell (and taste) – like an ambrosia of fruits. An interesting side note: I googled Alyssia Lazin’s name, and she is still a photographer – her work is incredible!
Sadly, Yardley of London makeup made a slow disappearance in the 1970s. I was talking to a friend of mine who is not yet 40, and she never even realized that Yardley had a makeup line. “I thought they only made soap”. It was a grand, wonderful ride while it lasted. And if I had one wish, it would be to BRING BACK POT O’ GLOSS! To be able to smell, taste and feel that heady stuff once again would be wonderful. It was intoxicating!