Chew Gum for Beauty, Part 2: Wrigley Ad, 1932

Wrigley Chewing Gum Ad, Delineator, March 1932 (Click to Enlarge)

“It’s a SCIENTIFIC FACT — if beautiful American women are to preserve their teeth, which have so much to do with their GOOD LOOKS, they will have to give their teeth more chewing.”

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Starting in 1930, the Wrigley Company began a series of advertisements claiming that gum chewing was a beauty aid.  (The first ad I wrote about explained that gum was an ancient Aztec beauty secret, which kept lips shapely and prevented wrinkles.)  It’s good to see that some humor was allowed in their later 1930s ads, although more often the idea was to sell chewing gum as a beauty treatment:

Wrigley’s Ad, Delineator, November 1931 (Click to Enlarge)

“The chewing brings charm to the face by overcoming that set look about the mouth and lips which excitement and nervousness reflect.  Furthermore, Scientists tell us chewing stimulates natural, freer circulation which brings sparkles to the eyes and a higher color to the cheeks…. As a new Beauty Aid, enjoy a fresh stick ten minutes twice daily.”