Seeing these Love Cosmetics ads, from the April and June 1972 issues of Ingenue magazine, made me remember that there were makeup companies other than my cherished Yardley of London! Love Cosmetics was introduced by Menley & James Laboratories on March 1, 1969, and their advertising was coordinated by Mary Wells Lawrence’s advertising agency, Wells, Rich, Greene. Marketing focus was towards young women, ages 20-25, who were trend-setting makeup wearers.
Makeup was not particularly heavy in 1972; trends favoring a fresh-faced, ‘baby doll’ look. The Lovestick Color Glazes promised a clear, fresh-picked lip color that was almost transparent. But with rich, vibrant colors that are shiny, moist and vibrant. This ad seems to me like an American take on the Biba look, which was huge in Britain at the time. I don’t remember wearing Lovestick Color Glazes in 1972. That’s because I was so caught up in wearing my Yardley Pot o’ Gloss, of which there was (or ever will be) no equal!
Continuing on with the fresh-faced All-American look that Love was going after, here we have Love’s Really Blushing Cheek Gel. Meant to give a naturally vibrant look of someone who’s just been given a compliment worth blushing over. The model has a soft, shy look and loose, bouncy curls. I probably used this cheek gel at some point, because makeup gels were ubiquitous in 1972 and we all had to try them. Personally, I hated cheek gels. They never went on that well for me, and left kind of a stained look. Not attractive. Powder blusher was (and is) the way for me.