Friday Fun: MAC's trolling us all
Curator's Corner, 8/28/2016

Quick post: Meet Enrico!

You might remember this neat ad for Max Factor's Italian Touch that I featured in the summer exhibition.

Max Factor Italian Touch ad, 1957

I also mentioned there was a really cool bust used as a store prop floating about on E-bay, but that it was pricey.  Well, as it turns out I didn't have to worry about the cost because a certain very thoughtful and generous husband purchased it for me!  I really don't have anything like this in the Museum's collection and I was so happy he snagged it for me.  As far as store advertising goes it's pretty unique.

I've named him Enrico.  :)

Max Factor Italian Touch bust, ca. 1957

Max Factor Italian Touch bust, ca. 1957

Max Factor Italian Touch bust, ca. 1957

Max Factor Italian Touch bust, ca. 1957

Max Factor Italian Touch bust, ca. 1957

I love the sphinxes on each shoulder!  Perhaps they were borrowed from the Augustus of Prima Porta.

Max Factor Italian Touch bust, ca. 1957

I couldn't find a complete history of the campaign but it must have been quite large, given that I've seen ads in various languages.  In addition to plain old English, I also came across French:

Max Factor Italian Touch ad
(image from hprints.com)

Italian (of course...additionally, Italian film star Virna Lisi starred as the model, which further demonstrates how calculated the campaign was):

Max Factor Italian Touch ad
(image from delcampe.net)

And Dutch.  This is particularly fascinating given that the e-bay seller Enrico was purchased from was located in the Netherlands.  I also would have loved to get my hands on the little set pictured in these ads to round out a sort of capsule collection of the Italian Touch campaign, but I'm pretty satisfied with the bust.

Max Factor Italian Touch ad
(image from invaluable.com)

I also found these two English-language ads from Canada and Singapore. 

Max Factor Italian Touch ad(image from middlebrowcanada.com)

I couldn't remove the watermark from this but you get the gist.

Max Factor Italian Touch ad, Straits Times, October 8, 1957
(image from eresources.nlb.gov.sg)

In the U.S., a new shade called Roman Touch was available in several products in addition to the Italian Touch collection.

Max Factor Roman Touch ad, Deseret News, May 1, 1957
(image from news.google.com)

Max Factor Roman Touch ad, Torrance Press, April 25, 1957(image from arch.torranceca.gov)

All in all, I think this is one of the strangest, yet well-planned advertising campaigns for a vintage collection I've come across.  Normally I'd be creeped out by the idea of statues coming to life, but in this case I think the offbeat nature of it is quite amusing. And based on what Museum Advisory Committee member Sailor Babo has told me about his conversations with him, Enrico is totally harmless and has lots of interesting stories.

Sailor Babo makes a new friend!

What do you think about this latest Museum gift?  Big huge thanks to my awesome and supportive husband. :)

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

The comments to this entry are closed.