Cutex Hydrating Cuticle Oil, Formulated with Vitamin E & Sweet Almond Oil, (13.6ml) for Dry, Brittle & Rough Nails, Almond Scent, Dermatologist Tested

Product Information

Cutex was analysed by the American Medical Association (AMA) a few years after it appeared on the market. Some removers of the time used a weak acid to help remove the cuticle but the AMA determined that Cutex used a weak alkaline solution of potassium hydroxide and sodium hydroxide instead to soften the skin, with glycerine added to reduce irritation and rose oil included as a perfume (Street, 1917, p. 68). The use of the harsher sodium hydroxide was later dropped from the formulation. The rich, conditioning blend of alpha-hydroxy-acids gently sloughs away rough, ragged cuticles to leave behind softer, more beautiful hands and nails. Kane, M. (1946). Northam Warren, pioneer in manicure field. The American Perfumer & Essential Oil Review, February, 43-44. Cutex nail polish remover business (American and Puerto-Rican) acquired by the investment firm, The Shansby Group.

In 1911, Northam Warren began selling Cutex, a liquid preparation that removed dead cuticle tissue without the need for cutting – hence the name ‘Cut-ex’. Northam Warren was not the first person to sell a product like this; for example, Miller’s Cutic-Off –“No knife, pain, infection or acids”– had been on sale from 1909 at the latest. Liquid Nail Enamel:“For imparting an instantaneous brilliant and lasting polish to the nails. Can be used without fear of injury to the nails.”Jones, G. (2010). Beauty imagined: A history of the global beauty industry. Oxford: Oxford University Press. Whatever you buy, when it comes to buying online, there are a number of things that you should always consider. That pretty much goes for any product, but we want to highlight these as they are particularly important when it comes to shopping for products in the Manicure and pedicure tools category. Follow these tips and you’re sure to find the best product for your needs, whether that may be Cutex Hydrating Cuticle Oil or perhaps an alternative. Price and budget

For now I’d like to touch upon budgeting. Setting yourself a budget before getting too deeply involved in your shopping online is one of the best pieces of advice we can give. It’s very important to do this, because it’s all too easy to get carried away and choosing a product that offers those little extra features but spending a lot more than we could or should have spent. Northam Warren countered as best it could. In 1946, they changed their advertising agency from J. Walter Thompson to Young & Rubicam, Inc. and then over the years went through a series of other agencies. By 1952, they were doing network television advertising and their print advertising became more like Revlon’s. They also responded to most of the cosmetic trends that affected them in the post-war period.

Cutex Liquid Polish explaining how to paint the toenail. The use of nail polish on toes became fashionable on the beaches of Europe around 1930. Above: 1934 Cutex Color Selector counter display. The base was moulded plastic, surmounted by a finger rest. Over the finger rest was a disk which contained transparent nail shaped sections of the six Cutex colours – the Clear shade not being included. By pushing a button on the rest and rotating the disk, the customer could see how each shade looked on their finger. Cutex Exotic Pearl Nail Polish in Orange Blaze, Jamaica Green, Tahiti Orchid and Coral Sand shades. We have learned, also, to anticipate in a measure the preferences of the public as to the form of our products. As an example, the logical form of nail polish is the cake, and we were, for a time, inclined to manufacture it as our leading polish. It is easy to apply and has several advantages in its favor. But I was in Paris during 1920, and I noticed that there were dozens of different makes of liquid polish and that they were outselling all other forms. So when I returned we decided that the American preference would follow that of France. We increased our advertising on liquid polish, and it has outsold all of our other polishes.

Above: Cutex Nail Polish Bottles with colour inserts and Oily Polish Remover designed by Donald Deskey [1894-1989]. Above: 1938 Designer endorsements from Elsa Schiaparelli (1890-1973), Alix Barton (1903-1993), Lucien Lelong (1889-1958) and Jeanne Lanvin (1867-1946). If you do then find that Cutex Hydrating Cuticle Oil isn’t exactly as you thought it would be, you can easily return it. Beginning in 1938, Northam Warren also paid a number of French designers to endorse some of these shades in the hope that this would link Cutex shades with Paris fashions and give them a greater cachet. Above: 1953 Counter display for Cutex Red Hot ’n Blue shade promotion with non-competitive product tie-ins: Chlorodent Toothpaste, Lady Esther Four Purpose Cream, Lilt Home Permanent, Maybelline Make-up, Pacquin’s Silk ’n Satin Lotion, and Prell Radiant Shampoo. Chesebrough-Pond’sAbove: 1932 Cutex Club Kit. A complete set of manicure preparations in a leather case with bottles topped with Bakelite caps. Cutex Cuticle Eraser is a 2-in-1 treatment not only exfoliates but also moisturises dry, damaged cuticles.

Northam Warren also regularly updated its nail polishes and added new lines. Starting with Cutex Nail Brilliance (1947) containing ‘enamelon’ in eight shades, the company then added Cutex Pearl Brilliance (1950) and Cutex Chip-Pruf (1953). In 1957, the polishes were also reformulated to help reduce sedimentation, create a more uniform colour, give greater lustre to pearl forms and generally improve wear.Apart from 1923, when the account went to A. J. Ayer & Son, J. Walter Thompson remained the advertising agent for Northam Warren until 1946.