Cutex manicure products, Ad from LHJ, October There is an excellent history of the Cutex company, which was founded by Northam Warren, complete with product descriptions and early advertising: click here.
This Cutex cuticle remover ad from October explains how to use it by soaking cotton in the Cutex and applying it to the cuticle with an orange stick. The thimble-like object is the cork bottle stopper.
After removing the cuticle and buffing your nails to a rosy shine, you could finish by whitening the tips of your nails:. Applying Cutex nail white, from a advertisement. Colored polish was not applied to the tip or the base of the nail. Half moons and lovely oval fingernails. Cutex ad, April An introductory set: Cutex powder polish and liquid polish plus cuticle remover and cuticle cream.
Ad in Delineator , October Full sizes cost 35 cents each. The brush is now part of the bottle cap. A sample of Cutex liquid nail polish in a bottle with separate brush. Ad from November Anita Loos appeared in an ad for Cutex liquid nail polish in Illustrator and industrial designer Helen Dryden praised liquid Cutex nail polish. Fashion Illustrator Helen Dryden illustrated many magazine covers for Delineator.
It prompted the dentist to collaborate with his brother to create—and then later patent—what we know today as acrylic nails. Jeff Pink, the American makeup artist and founder of Orly, needed a manicure that wouldn't compete with multiple costume changes.
So in , he created the versatile French manicure. Little did he know, it would be one of the most popular styles of manicures ever invented. It debuted on the runways in Paris and became an instant phenomenon.
Essie Weingarten developed her collection of nail polishes in the early '80s. They quickly gained popularity, and in , Essie garnered one of the first celebrity endorsements of a nail polish brand. The late Joan Rivers mentioned her nail color of choice, Essie's "Jelly Apple," on-air and soon after, Essie was a household name.
In the movie Pulp Fiction, Uma Thurman's nails were painted in Chanel's Rouge Noir aka "Vamp" , a color created to mimic the appearance of dried blood. The shade, like the movie, instantly became a cult classic. The nail hue became impossible to keep on shelves, and to this day, it remains one of the most requested Chanel products of all time. Today in , nails are a multibillion-dollar industry and still growing fast, and social media continues to spur that growth.
Ninety-two percent of nail artists are on Pinterest, along with the fastest growing and most-utilized platforms like Instagram and Snapchat. Shop some of our favorite nail polish picks below! Thank you [email] for signing up. Please enter a valid email address. Your Privacy Rights. To change or withdraw your consent choices for Byrdie. At any time, you can update your settings through the "EU Privacy" link at the bottom of any page.
No odor of any kind lingers! No alien perfume to contend with … and perhaps destroy … your own exclusive scent. Just a sparking crystal film … sparking and unscented. The first coloured Cutex Nail Polish, later referred to as a Natural i. A deeper tint called Deep Rose was introduced in In , the company also began selling its Clear colourless polish with a separate bottle of tint to enable colour to be added by personal preference, a reflection of the conservative nature of many Cutex customers.
In , following the move to darker nail polishes in Europe, three new shades were added: Coral, a red pink; Cardinal, a flame red; and Garnet, a red-lily red. This bought the total number of Cutex Liquid Polish shades to six, with a seventh shade, Ruby, a red red, added in All of these shades were created with dyes, so were somewhat transparent.
Above: Cutex Color Selector counter display. The base was moulded plastic, surmounted by a finger rest. Over the finger rest was a disk which contained transparent nail shaped sections of the six Cutex colours — the Clear shade not being included.
By pushing a button on the rest and rotating the disk, the customer could see how each shade looked on their finger. When the new colours were added in , Northam Warren began to provide advice about what shade of nail polish would best coordinate with differently coloured clothing.
This vogue was a few years behind Paris fashions which had been recommending this sort of colour coordination since at the latest. Natural goes with all costumes but best with bright colors—red, blue, bright green, purple, orange, yellow.
Rose is subtle and charming with pastel pinks, lavender blues … with green, black and brown. Cardinal contrasts excitingly with black, white, or any of the very pale shades. Good with gray or beige … the new blue. Garnet, smart with the new tawny shades, cinnamon brown, black, white, beige, gray or burnt orange. Ruby is such a real red red, you can wear it with anything when you want to be gay and dashing. Expansion continued into England, Europe and South America and then, in the ensuing years, to Asia and Africa, making Cutex a global brand.
A second fashion trend that had become evident in Paris by , was to match nail polishes with lipsticks. By , Glazo had already introduced Flame, Geranium and Crimson shades of nail polish to match light, medium and dark red lipsticks and Peggy Sage had done the same with their Palm Beach Coral, Biarritz Red and Lido Crimson polish shades.
Achieving a colour intensity in nail polish that matched a lipstick was difficult to do using dyes alone and the fashion trend to match lipsticks led to greater use of opaque pigments — such as titanium dioxide and iron oxides — in nail polishes.
As these polishes were opaque rather than transparent they were generally referred to as creams or cremes. The s would be marked by a transition to this type of polish, the form that dominates the market today. The conservative nature of Cutex in the s is probably a reflection of the taste of their American customers.
In , Northam Warren introduced lipsticks into its Cutex line. These were housed in rectangular push-up containers and came in four shades: Natural, Coral, Cardinal and Ruby. Each lipstick was matched with a nail polish of the same name except for Natural which could be matched with either Natural, Rose or the new Mauve shade added in The matching nail polishes originally came in both transparent and cream forms but, by , transparent shades seem to have been largely phased out. Above: Cutex Liquid Polish in Cardinal shade and matching lipstick in a push-up case.
The fashion of matching lipsticks and nail polish would prove to be a problem for Cutex in the long run. As matching lipsticks and nail polish became an established fashion trend during the s and s it became necessary for any cosmetic company making a line of lipsticks to produce nail polishes in matching colours as well. This, and the greater acceptance of the use of nail polish on both fingers and toes, led to more competitors in the nail polish market, the most aggressive being Revlon.
The nail polishes it sold were of the cream, opaque type. Northam Warren only began selling this type of polish in and this helped give Revlon an opening.
However, there are indications that part of the problem for Cutex was an industry-wide antagonism to its dominance in the market. As Revlon entered the retail market, a number of forces were operating to make a new competitor and a change in status very welcome to a major part of the retail trade.
Certain deep antagonisms existed in the mind of the retail trade and certain basic dissatisfactions with the policy of a predominant supplier. Throughout the retail trade there was an eager expectation for someone vigorous, with a new idea that could be picked up, accepted and promoted as a foil to this other company.
Revlon stepped into this fortunate retail situation at the precise psychological moment with a new product and a new sales idea. The result is history in this industry. By the late s, 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.
Beginning in , Northam Warren also paid a number of French designers to endorse some of these shades in the hope that this would link Cutex shades with Paris fashions and give them a greater cachet. Cutex also extended its range of manicure preparations during the decade.
In addition, Cutex reformulated its liquid nail polish in The new polish was incorporated into a new manicure routine. Three simple steps to lovely fingertips. Hold cotton moistened with Cutex Oily Polish Remover in contact with the nails for a few seconds and remove the old polish.
File and shape nails with Cutex Emery Board. Buffing nails with Cutex Powder Polish will help strengthen nails by stimulating circulation. After soaking the fingers in warm soapy water, apply Cutex Oily Cuticle Remover with cotton wrapped orange stick. Cutex Oily Cuticle Remover is a new discovery. It contains a beneficial oil; helps to keep your cuticle soft and smooth.
Next rinse fingers in clear water. Go over the nails again with Oily Polish Remover. Now apply Cutex Salon Type Polish with a fairly full brush, first outlining the half moon, then covering the nail with three quick strokes toward the tip. Massage well into the cuticle and finger tips. Dedicated Cutex manicure salons were also into the United States, starting with Chicago in , something Cutex had only previously done in London and Paris.
In , Northam Warren also built a fully equipped manicure salon in its research and development arm to help test new products. Above: Part of the fully equipped manicure test salon supervised by Miss Grace Thuma right. In , Cutex also redesigned its nail polish bottles. Copying an idea of Dura-Gloss it capped the bottles with a top that had the shade of the polish inserted into it.
One anomaly in all this change was that Cutex kept promoting the idea that its nail polish should be applied so that the half moon and free edge were visible. This practice did not stop until when Cutex moved completely to cream polishes and fully painted nails.
When Cutex became a successful product, he added other manicure preparations and built up the Cutex line.
In , the Northam Warren Corporation was founded. Warren apparently did not think that the liquid polish would be a major seller and it was not promoted as much as other polishes in the Cutex line, namely cake, paste, powder and stick. Northam Warren first introduced a colorless liquid nail polish into its Cutex line in In , a rose-tint was added.
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