Bourjois Healthy Mix Powder Anti-Fatigue 2 Light Beige, 11g

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Joseph-Flbert Ponsin was a Frenchman who used to work as a stage actor. Initially, the man was engaged in creating cosmetics, which Parisian actors used for performances. One of the first goods invented by Ponsin was dry blushes. In the second half of the 19th century, such decorative cosmetics did not exist. Entirely naturally, this development created a furore. The manufacturer focuses customers' attention on the fact that beauty is a game. It would be best if you took it easy to create a new image and to highlight accents, rather than sacrificing your individuality for fashion. The company's product lines are full of tools that help create that famous French beauty look and accentuate their individuality. Release dates for perfumes differed elsewhere. For example, Endearing did not arrive in Britain until 1952, and Roman Holiday until 1959, the same year Springtime in Paris first went on sale in Britain, seventeen years after it debuted in America and France. Advertisements featuring the activities of Babette were discontinued in 1930, presumably because Bourjois thought that her persona and activities were too frivolous for the more sober economic conditions then prevailing. However, as noted later, this was not the end of Babette. Products

Springtime in Paris and Mais Oui appear to have been the most successful of the new perfumes released in the United States and their series were larger than the other new entrants. However, neither range was as extensive as Evening in Paris which continued to have new cosmetics added to it through the 1930s. Given the product overlap between the cosmetics and toiletries in the Evening in Paris series and those of other Bourjois fragrances I will largely ignore the later additions.

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Additional Evening in Paris lines added in Britain during the 1930s included: Evening in Paris Toilet Soap, and Vanishing Cream (1931); Solid Brilliantine, Shampoo Powder, Hair Cream, Cold Cream, and Toilet Soap (1932); Evening in Paris Powder Cream (1933); Skin Freshener, Complexion Milk, Astringent Lotion, and Cleansing Cream (1934); Wave Setting Lotion (1935); Eau de Cologne (1936); and Rouge (1938). Clearly most of these were similar to lines already developed for Ashes of Roses. Above: 1942 Bourjois Evening in Paris Creme Perfume made with a vanishing cream base rather than using alcohol which was needed for the war effort. The American company made a move in the right direction when it added Evening in Paris Peaches and Cream Foundation in 1949, Bourjois’ first tinted foundation. This was followed by Evening in Paris Satin Finish in 1950, a long overdue compact powder cream. Bourjois had a number of face powders in the American market in 1935 including Java, and Manon Lescaut, two of Bourjois’ earliest face powders; Karess, and Fiancee which had been added to Bourjois through the merger with Woodworth in 1929; and the newer entrants such as Evening in Paris, Springtime in Paris, and Flamme. The archaic nature of Bourjois’ postwar cosmetics can perhaps be demonstrated by the French Soir de Paris beauty routine from 1951.

When Pierre Wertheimer died in 1965, the company passed to his son Jacques Guy Wertheimer [1911-1996] who, from all accounts, did little to advance the Wertheimer interests. His sons, Alain Ernest Wertheimer [b.1948] and Gérald Philippe Wertheimer [b.1951], proved to be better businessmen but appear to be more interested in the upper echelons of the cosmetic and fashion market, selling Bourjois, a budget brand, to Coty in 2015. Timeline created a brush for loose cosmetics that made working with bright pigments easier and prevented over-use. In 1945, Pierre Wertheimer traveled from New York to London where he began negotiations with Félix Amiot to restore the Wertheimer interests in Europe. Three years later he became the sole owner of Bourjois. Following the death of his brother in 1948, Pierre bought Paul Wertheimer’s share of the business from his beneficiaries. The Federal Bureau of Internal Revenue viewed Bourjois’ reorganisation as an illegal tax-avoidance strategy and took Bourjois to court. After appeals, the case was eventually resolved in 1936 with the judge ruling in favour of the government. A number of other American cosmetic companies, such as Elmo, Marinello, and Lady Esther had introduced a similar tax-reduction strategy so Bourjois became a closely watched test case.

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Soir de Paris became available in France and other parts of
Europe in 1929, when conditions were economically very buoyant and initially Bourjois used Babette, the fictional character Bourjois had created in 1924 to promote Mon Parfum and the Fards Pastels, to promote it. Bourjois was also affected by another piece of Federal legislation, the Revenue Act of June, 1932 which included a tax on cosmetics of up to 10%. Bourjois responded to the new tax in August, 1932 by reorganising its business to try and take advantage of a quirk in the American law.

The label has always been fascinated by the beauty and sophistication of Parisian women. While TM initially developed its goods towards the middle of the 20th century, it was inspired by independent, self-sufficient women. Its advertising posters always portrayed beautiful, stylish, and seductive French females. Bourjois have upheld this concept until now.As previously noted, the Springtime in Paris and Mais Oui series were not introduced into Britain before the war and this may partially explain why the British Evening in Paris series, like the British Ashes of Roses series, appears to have been more extensive than the Evening in Paris range sold in the United States.