In 1933, the New York-based company Preferred Toiletries, Inc. introduced a new line of cosmetics and toiletries under the name Vivian Vance. At the time, Vivian Vance was a rising stage actress, celebrated for her beauty and elegance. Though she would later gain widespread fame as Lucille Ball’s comedic sidekick, Ethel Mertz, on I Love Lucy in the 1950s, in the early 1930s, she was known primarily for her work in Broadway and theatrical productions, embodying the glamour and sophistication that made her an ideal candidate for a beauty brand.
The 1930s saw a growing trend of film and stage actresses endorsing beauty products, as audiences looked to Hollywood and Broadway stars for style inspiration. The rise of mass-market cosmetics meant that women could aspire to the same polished, elegant look as their favorite celebrities. If Vivian Vance was being marketed as a glamorous leading lady at the time, it would have made sense for Preferred Toiletries, Inc. to capitalize on her image.
