HISTORY OF BEAUTY

Wrigley’s Chewing Gum: An Old Beauty Secret

 

Lucy Santos, The Glamourologist

4 January 2015

There are a whole raft of consumer items that claim to be the way to achieve beauty. An interesting example of this is a campaign for Wrigley’s Double Mint Chewing Gum from the 1930s.

An advert for Wrigley's Chewing Gum from the 1930s

Wrigley’s Chewing Gum (1930s)

Copyright: Wrigley’s Chewing Gum

The copy concentrates on the benefits of chewing Double Mint for 10 minutes a day as “sufficient chewing, which the modern diet sadly lacks, is an age old beauty secret” 

An advert for Wrigley's Chewing Gum from the 1930s

Wrigley’s Chewing Gum (1930s)

Copyright: Wrigley’s Chewing Gum

The old beauty secret they seem to be pointing to is surprising:

An advert for Wrigley's Chewing Gum from the 1930s

Wrigley’s Chewing Gum (1930s)

Copyright: Wrigley’s Chewing Gum

it has been suggested that there is an almost indisputable connection between the well known perfection of the Aztecs teeth and lips and the chewing of gum from the Sapota tree (the same sort of gum as in Wrigley’s).”

Chewing gum is said to exercise the muscles around the face and to help young and lovely by perfecting the contours of the mouth, achieving lovely lips and, of course, keep your breath fresh and your teeth white.

An advert for Wrigley's Chewing Gum from 1937

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