The British Invasion - Yardley of London Style
Jean Shrimpton appeared in print ads for Yardley of London cosmetics. This went along with their “London Look'' slogan. She appeared in print ads for “The London Look,” which consisted of the entire line in 1965 (English Oatmeal Soap, Fluid Film Foundation, Blushtone, English Complexion Powder, Brush on Eyematique, Cake Eyeliner, Stick Eyeshadow, Shade and Line, Lipsticks and Slickers). All products were advertised as “The London Look,” before Yardley began developing and advertising individual products using this tagline and capitalizing on “Swinging London.” Individual ads Jean appeared in included: Oh de London cologne, Slickers lip polish, Slickeringo (which consisted of a slicker and a lipstick on a keychain), Liplighter (which contained a slicker on one side, a lipstick on the other, and a mirror on the back of one case), Slicker Dolly Bus (which was a selection of slickers and lipsticks), Next to Nothing foundation, London Fluff pressed powder, Glimmerick Eye Paint, Eyelighter cream highlighter, and Heartbreaker eye compacts.
Shrimpton signed a contract for 70,000 pounds sterling in 1967 to be a spokesmodel for Yardley Cosmetics for 3 years. She was required to make in-store appearances as part of this contract to promote Yardley products. She was also given a hair-line which launched in the fall of 1967: Londonderry Hair, which featured her likeness on the bottles. The line consisted of shampoo, conditioner, cream rinse, setting foam and hair shiner. The print ad asked, “Where were you when your hair stopped shining?” She also appeared in a t.v. commercial to promote Londonderry Hair Shiner: “It makes your hair shine like when you were little.” Yardley was one of the sponsors of The Monkees t.v. show.
The in-store appearances consisted of a light show accompanied by “mod” music, a slide presentation, a fashion show (done by the teen board or Hi Board), and lessons in beauty and makeup. Tickets were either free or 1 to 2 dollars, and would generally entitle the purchaser to that amount off of a Yardley purchase. There were often two shows a day at each store. Audience members took part in a Q and A session with Jean Shrimpton. She also gave autographs. Everyone received a London Look shopping bag with perfume samples, membership in Yardley’s London Beat Club, and a subscription to “Beauty Beat,” a newsletter that Yardley put out quarterly.
After a lot of research I’ve been able to find out about the following appearances between 1967 and 1969. The early 1968 tour was the most difficult to find information on. The San Francisco newspapers were on strike during the time period when the Yardley tour took place.
If anyone was at any of these appearances or has information about the appearances, I would love to hear from you! Also, if you have further information about Yardley t.v. commercials featuring Jean Shrimpton, I’d love to hear about those too. I wasn’t born until the late 60’s, so all of the information I’ve gathered is from research and not from first-hand experience.
1967 - “Beauty Bash”
June 9th - Stern Brothers, New York “Shrimp-In” Bryant Park
June 12th - Joseph Horne Co., Horne’s Special Events Center/7th Floor, Pittsburgh
June 15th - Carson Pirie Scott and Co. 8th Floor Auditorium, Chicago “week long Beauty Bash Spectacular”
June 16th - The May Co./Statler-Hilton Hotel Grand Ballroom, Cleveland
June 17th - Famous-Barr, St. Louis “Shrimpadelic Fashion Happening”
1968 - 2 two week tours
January tour: “Shrimpedelic or Shrimpadelic Fashion Happening/Spectacular”
January 17th - May D & F/Hilton Hotel Grand Ballroom, Denver “Yardley Psycho-Sensational Happening”
January 20th - Foley’s/Sheraton-Lincoln Ballroom, Houston
January 22nd and 23rd - Meier and Frank Downtown Auditorium, Portland
January 27th - Emporium Auditorium and Dome, San Francisco (newspaper strike in San Francisco)
August tour: “It’s Your Thing”
August 7th - Maison Blanche Municipal Auditorium, New Orleans
August 9th - Dayton’s 4th Floor Exhibition Hall, St. Paul
August 10th - Dayton’s 8th Floor Auditorium, Minneapolis
August 13th/14th - Hudson’s Downtown 12th Floor Auditorium, Detroit
August 15th - Century Plaza Hotel, Century City
August 16th - Sportsman’s Lodge, North Hollywood
August 16th - May Company, Laurel Plaza, San Diego
August 17th - May Company Fiesta Room, Mission Valley Shopping Center, San Diego
1969 - “The Signs of Your Times”
April 12th - Higbee’s 10th Floor Auditorium, Cleveland
April 16th - Strawbridge and Clothier Downtown Store, 8th Floor Auditorium, Philadelphia
April 19th - Strawbridge and Clothier Cherry Hill Store Auditorium, Cherry Hill
April 22nd/23rd - G. Fox and Co. 11th Floor/Centinel Hill Hall, Hartford
April 26th - Sanger-Harris/Regency Ballroom of the Fairmont Hotel, Dallas
