Alice Calhoun: Cover Girl of '22

Clean, pure, and as pretty as a picture, Alice was one of the first celebrity cover girls, providing friendly advice and promoting beauty products on a beauty treatment step-system. “Alice Calhoun Tells How to Care for the Complexion” was the promising headline that ran in a series of ads in national newspapers beginning in June of 1922. As a spokeperson for the line of Hinds, Derwillo Oatmeal Soap, Liska Cold Cream and Beautiful Lavender cologne, her soft smile graced magazines and newspapers, advising young ladies how they, too could obtain a perfect complexion like hers. “The care of the skin and complexion has become a regular hobby with me,” she testified. The skin care beauty products she was touting were “absolutely harmless and contain no bismuth, plaster of Paris or other ingredients that clog the pores.” Alice went on to describe how shocking it was to her that “many girls and women should know better” than to overlook regular beauty cleansing treatments. “To look well is the birthright of every woman” and “a neglected complexion is a drawback to every undertaking.” Her recommended evening and morning ritual included these instructions: “First thing to do is to cleanse your face, hands and arms every night just before retiring with a cleansing cream: for this, I use Liska Cold Cream. In the morning bathe with warm water and Derwillo Oatmeal Soap, then rinse [with] cold water, dry, and before going out, apply Beautiful Lavender, the popular beautifier”. She went on to counsel that “Those who follow my advice are indeed grateful for the wonderful improvement. Just make up your mind to try my system for a few weeks, and if you do, you will agree with me that it is time well spent.”

(c) Susann Disbro Gilbert