As previously noted, the Springtime in Paris and Mais Oui series were not introduced into Britain before the war and this may partially explain why the British Evening in Paris series, like the British Ashes of Roses series, appears to have been more extensive than the Evening in Paris range sold in the United States. Above: 1951 One of a series of publicity stunts held in New York to promote Bourjois perfumes. This woman handcuffed to a man was handing out card saying, “There’s an easier way to hold a man—use Bourjois perfume.”

The bottle for Evening in Paris was also redesigned in 1954 and the range was advertised on television, generally around Christmas, which broadcast to every viewer how inexpensive it was. This may have been detrimental in the low run, perhaps ‘cheapening’ the brand and hastening its disappearance in the United States. The American company made a move in the right direction when it added Evening in Paris Peaches and Cream Foundation in 1949, Bourjois’ first tinted foundation. This was followed by Evening in Paris Satin Finish in 1950, a long overdue compact powder cream. The use of English terms like Cleansing Cream, Skin Food, and Protection Cream, followed Bourjois’ previous use of names like Cold Cream and Vanishing Cream. Bourjois’ major cosmetic brand, Barbara Gould, also labelled its products sold in France with English names.

Worth mentioning is Bourjois’ Mansfield range of men’s shaving toiletries. Introduced in 1936, the line consisted of Mansfield Shaving Soap, Shaving Cream, Talcum, and After Shave Lotion. Bourjois had made shaving products well before this but this range appears to have been specifically developed for Father’s Day which American stores began to heavily promote in the 1930s to help boost flagging sales. Mansfield was not Bourjois’ first fragrance created for men; Chicote was available in the Spanish speaking world by 1935. France The most iconic beauty solutions, which ensured the worldwide popularity of the TM, were found in foundations and blushes. Girls and women of various ages repeatedly noted that these products made them Bourjois fans. However, this is not the company's only positive influence on the development of the beauty industry as a whole. Development history of the French brand Bourjois When Pierre Wertheimer died in 1965, the company passed to his son Jacques Guy Wertheimer [1911-1996] who, from all accounts, did little to advance the Wertheimer interests. His sons, Alain Ernest Wertheimer [b.1948] and Gérald Philippe Wertheimer [b.1951], proved to be better businessmen but appear to be more interested in the upper echelons of the cosmetic and fashion market, selling Bourjois, a budget brand, to Coty in 2015. Timeline

There are no specialist skin-creams in this routine and the older vanishing cream/loose powder combination is still being recommended as there is nothing in the Evening in Paris series that could replace it. As far as I can tell, the company did not have a tinted foundation (fond de teint) in its range before 1949. Of particular note is the Evening in Paris Powder Cream. I have only found evidence for it in Britain and the Dominions before the war but it seems likely that it was available elsewhere, especially France. Like the earlier Ashes of Roses Powder Cream it came in Natural (Naturelle) and Rachel (Rachelle) shades with Sun Tan (Ocree Soleil) added in 1934. In 1938, the company began selling it in tubes, something it had previously done for Ashes of Roses Cold Cream, and Vanishing Cream in 1930. Additional Evening in Paris lines added in Britain during the 1930s included: Evening in Paris Toilet Soap, and Vanishing Cream (1931); Solid Brilliantine, Shampoo Powder, Hair Cream, Cold Cream, and Toilet Soap (1932); Evening in Paris Powder Cream (1933); Skin Freshener, Complexion Milk, Astringent Lotion, and Cleansing Cream (1934); Wave Setting Lotion (1935); Eau de Cologne (1936); and Rouge (1938). Clearly most of these were similar to lines already developed for Ashes of Roses.Like the United States, the British Government also raised import tariffs to protect local industry in the early years of the Depression, passing the Import Duties Act (1932) which put a 10% duty on imported goods. Britain also went off the Gold Standard in 1931 which devalued the Pound Sterling. Both developments increased the cost of imports and made local manufacturing more attractive. created a double-sided mascara that creates extra volume in the lashes through a white silicone base; Also largely missing is any mention of eye make-up, and nail polish. Bourjois did make these but there are few records of their range or development before 1960 which is where my interest ends. United States