For now I’d like to touch upon budgeting. Setting yourself a budget before getting too deeply involved in your shopping online is one of the best pieces of advice we can give. It’s very important to do this, because it’s all too easy to get carried away and choosing a product that offers those little extra features but spending a lot more than we could or should have spent. Cutex Polish Kit containing Cutex Liquid Polish and the new Cutex Polish Remover added to the line that year. The bottles now appear to incorporate brushes built into the lid.

Above: 1958 Cutex Designer Case. Based loosely on earlier designs by Helena Rubinstein and Revlon, the case did away with the ‘bullet look’ and came in a range of coloured stripes. Apart from 1923, when the account went to A. J. Ayer & Son, J. Walter Thompson remained the advertising agent for Northam Warren until 1946.

Wartime

Next, consider the applicator based on your intended use. While some of this will come down to personal preference, different applicators will (you guessed it!) lead to different applications. Cutex was analysed by the American Medical Association (AMA) a few years after it appeared on the market. Some removers of the time used a weak acid to help remove the cuticle but the AMA determined that Cutex used a weak alkaline solution of potassium hydroxide and sodium hydroxide instead to soften the skin, with glycerine added to reduce irritation and rose oil included as a perfume (Street, 1917, p. 68). The use of the harsher sodium hydroxide was later dropped from the formulation.

Cutex also generated interest in the liquid polish by altering the manicure instructions that came with its other products so that they now included the use of the liquid polish. The example below is from 1926. Jones, G. (2010). Beauty imagined: A history of the global beauty industry. Oxford: Oxford University Press. Whatever you buy, when it comes to buying online, there are a number of things that you should always consider. That pretty much goes for any product, but we want to highlight these as they are particularly important when it comes to shopping for products in the Manicure and pedicure tools category. Follow these tips and you’re sure to find the best product for your needs, whether that may be Cutex Hydrating Cuticle Oil or perhaps an alternative. Price and budgetWarren, N. (1922). How a great toilet goods business was built. The American Perfumer & Essential Oil Review, November, 393-394, 419. Then a touch of Cutex Nail White—a soft, white cream which removes all discolorations from underneath the nails. Notice how true this is when you brush a gleaming film of Cutex Polish over your own oval nails. There’s a swift little whiff of the clean distinctive odor you have always associated with an efficient polish. It lasts just long enough to accomplish its task. Then—it’s gone! Revlon’s sales strategy targeted salon manicurist, much as Cutex had done years before, and then moved into department stores and better drug stores in the prestigious end of the retail market. By the late 1930s, through its innovative marketing campaigns and by restricting its sales to department stores, better drug stores and manicure establishments, Revlon was rapidly achieving a glamorous and fashionable status with a wide shade range.

It was put on the market in 1912, and for the first two years, no attention was paid to advertising. In 1914 and 1915, they used small space in Harper’s Bazaar, Vogue and Ladies’ Home Journal, also newspapers in New York and Chicago in a small way. By the beginning of 1916, by good sales work, a representative distribution had been secured in cities of 25,000 and up throughout the country.

Liquid Nail Enamel:“For imparting an instantaneous brilliant and lasting polish to the nails. Can be used without fear of injury to the nails.”