Globalizing Ideal Beauty is the forgotten story of a group of women copywriters whose
successful ad campaigns went international in the 1920s and spread an American notion of
feminine appeal from Bangor to Bangkok. Sutton’s approach has all the complexity of the real
world and is grounded in a huge body of original archival research that has so far remained
"Provides a glimpse into the origins of advertising and the key role that women played in creating today’s global standard
of feminine beauty…A useful volume for marketing as well as women’s studies collections…Recommended."
"The brilliance of Sutton's well-researched book lies in the way she takes a case study approach to how female
advertising copywriters contributed to the development of the burgeoning American beauty industry, and to many of the
cultural and marketing issues that our industry continues to face today. The chapter on Pond's, in particular, is highly
recommended for its ability to illustrate the knock-on effect of one company's marketing strategy on changing broader
perceptions of femininity, race, and class. This sophisticated analysis really resonates with my graduate students who
marketing professionals in the beauty industry."
~ Leslie Harris, adjunct professor, Fashion Institute of Technology, and assistant vice president, L'Oreal USA
"An empirically rich and beautifully written study of the complex and often contradictory roles that women and gender
played in the history of American advertising. This should be essential reading for all those interested in understanding
what ways gender, class, and race matter to the projection of American commercial culture at home and abroad."
~ Mona Domosh, Joan P. and Edward J. Foley, Jr. Professor, Department of Geography, Dartmouth College
"This absorbing book contributes to a growing body of sophisticated work about 20th-century advertising. Sutton’s study
follows a group of avant-garde female copy writers, the J. Walter Thompson Women’s Editorial Department, focusing
particularly on the interwar years. Sutton shows how these class-conscious, professional, modern, feminist style-setting
copywriters created 20th-century cosmetics advertising in JWT’s imperialist, hyper-masculine corporate culture."
~ Tani E. Barlow, Ting Tsung and Wei Fong Chao Professor of Asian Studies, History Department, Rice University