Cashmere Bouquet Soap Advertisement Illustration 1949

Haddon Hubbard Sundblom, an artist renowned for his version of Santa Claus for Coca-Cola, created this illustration as an advertisement for Cashmere Bouquet Soap. During much of the 20th century, advertisements like this shaped cultural norms and gender roles. In this image, we see a woman in a pink dress, nestled amongst a bouquet of flowers, lovingly gazing at her tuxedoed partner. The scene is filled with the optimism and traditional gender roles prevalent in post-war America. Sundblom’s work often evokes feelings of nostalgia, aligning with the aspirations of the time. Yet, we must also consider how these idealized images may have excluded or misrepresented those outside the dominant white, middle-class paradigm. The imagery of cleanliness and beauty, intertwined with romantic love, prompts us to reflect on the values embedded in such advertising and their broader impact on societal expectations and personal identity.