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Although François Coty died in 1934, the company had been set on a firm foundation with a stong committment to technical innovation. Air Spun Powder arrived in stores in 1935 and was an immediate success. Advertising suggested that it could give ordinary women the matte skin of the silver screen stars. This was the standard Coty sales pitch — that the very affordable Coty products could give the "ordinary" woman the glamour of wealthy beauties.
In fact, thanks to it's technical development, "Air-Spun" was unrivaled in the fineness of the powder. Experts have noted that "Air-Spun" was of remarkably high quality for a mass market product.
1938 Ad Copy for Air-Spun
(Good House Keeping, May 1938)
How AIR turns face powder into a
Beauty Treatment
A new discovery has made face powder actually softening to skin texture! Thanks to the amazing new air technique, COTY now adds a beneficial ingredient--which has never been used successfully in face powder before. This ingredient guards against excessive drying. Therefore, "Air-Spun" never makes your complexion look dry or flaky. After powdering, your skin feels dewy fresh . . . looks vibrant and alive! Shades are warmer and younger because blended by air! Truly, COTY "Air-Spun" is more than a new face powder--it is a new cosmetic!
COTY offers "Air-Spun" Face Powder in fourteen flattering shades . . . in such beloved odeurs as L'Aimant, L'Origan, "Paris," Emeraude, Chypre. One Dollar. NEW! "AIR-SPUN" ROUGE--blended by whirling air in the same way as the Powder, it has the same exquisite smoothness and glowing, life-like colors. $0.50
"Air-Spun" A new kind of face powder by COTY
Charm Center, New York World's Fair 1939-40
For the 1939 World's Fair at the Long Island Plaza, Coty established a "Charm Center" ... "Home of all that enhances feminine beauty and glamour." There was a "Magic Fountain" surrounded by an arcade of famed Coty perfumes and Coty "Air Spun" Face Powder. Also features was a theater and laboratory museum to demonstrate the "World of Beauty of Tomorrow."
"Glorifies YOUR Type"
Coty advertising told women that "Coty 'Air-Spun' Glorified Your Type. The powder that stays on and does not cause enlarged pores."
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