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Marketing for Socialism: Soviet Cosmetics in the 1930s

Published online by Cambridge University Press:  28 October 2013

Olga Kravets  and
Özlem Sandıkçı
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Abstract

This article examines the marketing practices of the Soviet state trust for cosmetics, TeZhe, in the 1930s. Drawing on company records, industry reports, and popular press, we show that TeZhe used an array of marketing tactics, which were similar to those of the Western manufacturers. However, TeZhe's marketing was aligned with the state's economic and sociocultural initiatives and shaped by the ideological dictates of the Soviet system.

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Articles
Information
Business History Review , Volume 87 , Issue 3 , Autumn 2013 , pp. 461 - 487
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Copyright © The President and Fellows of Harvard College 2013 

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References

1 The original reads: Na gubakh TeZhe, na shchekakh TeZhe, na broviakh TeZhe, tselovat' gde zhe?

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38 Given that there was an overall political support for the consumer goods, which was withdrawn as the threat of war approached, Zhemchuzhina's specific contribution to the rise of TeZhe is difficult to ascertain. However, TeZhe's public relations materials convincingly show that Zhemchuzhina championed TeZhe's development.

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62 In the 1920s, Auguste Michel, the French specialist, worked in Novaia Zaria and trained Soviet perfumers there; his fate after the 1930s is unknown. Vasil'eva, , 100 let Parfiumernoĭ fabrike, 20–23Google Scholar.

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77 Gregory and Harrison, “Allocation under Dictatorship.”

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115 Anastas Mikoyan outlined these contrasts between capitalist and Soviet advertising; Tsitron, “Bor'ba za Pokupatelia.”

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118 Butuzova, Kooperirovanie.

119 Natanson, “Reklama v Usloviiakh Sovetskoĭ Torgovli”; Bonnell, “The Representation of Women”; Vesela, “The Hardening of Cement.”

120 Hoffmann, Stalinist Values; Simpson, “Parading Myths.”

121 Hoffmann, Stalinist Values; Reid, “All Stalin's Women.”

122 Ibid.

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124 Marchand, Advertising the American Dream.

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127 Ibid., 17; Zhemchuzhina seems to refer to the US Cleanliness Institute, established in 1927 by Lever Brothers, Palmolive, and Colgate, among others, to teach the public about cleanliness; Sivulka, , Stronger than Dirt, 229–47Google Scholar; Jones, , Beauty Imagined, 99Google Scholar.

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129 Western companies also sought to democratize consumption but for the purpose of expanding the cosmetics market; Jones, Beauty Imagined.

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133 Kandiba, “Flakon Dukhov.”

134 Ibid.

135 Jones, Beauty Imagined; Sivulka, Stronger than Dirt.

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