The cherubs turn away in distress from the sight of a double chin.
In this 1918 ad for rubber reducing garments, a chin strap could be bought for seventy-five cents.
Elizabeth Arden ran a series of ads with this disturbing image; this woman is not recovering from surgery, but receiving a beauty treatment:
This ad is selling Elizabeth Arden’s Amiral “reducing soap” “for a double chin:”It’s probably not a coincidence that Delineator’s beauty writer, Celia Cole, vouched for the efficacy of astringent soap, “skin food,” and even salon reducing treatments that used electricity. She doesn’t name the salon, but those monthly ads paid for by Elizabeth Arden may have had some influence on the editorial choices of Delineator magazine.
Those Elizabeth Arden ads offer the “Arden Patter” (for spanking your double chin) for five dollars. Five dollars! In 1925 !
Compared to chin “patters,” pseudo-scientific ointments, and electric shocks, maybe the Silk Muscle Lifting masks weren’t the craziest way to spend money in a attempt to preserve your youth.
If you are interested in the history of fashion for the mature woman, you might enjoy a visit to AmericanAgeFashion.
Another, [perfectly unscientific] series of ads recommended chewing Wrigley’s gum as a beauty treatment for the facial muscles. I took me three blog posts to share all the ads I found: Chew Gum for Beauty (Part 1), Part 2, and Part 3. The ad above is from 1934. “Keep [your cheek line] from looking old and saggy; chew Double Mint gum. This gentle exercise 5 to 10 minutes daily aids in toning up unused and lazy facial muscles. Try this new Beauty Treatment.”