Aunt Mary’s good friend and founder of modern Public Relations, Edward Bernays, was approached by cigarette makers who asked for help in expanding their brand to women. At the time it was considered unseemly for woman to smoke but manufacturers desperately wanted to target this untapped market.
Bernays hired the most glamorous and fashionable women to smoke while walking in the 1929 New York Easter Parade. The parade was a huge deal at the time and photos from it where published all over the county. Women, excited to check out the latest fashions from NYC, were also treated to an eyeful of the contemporary glitterati smoking.
Bernays described cigarettes to the press as “Torches of Freedom” the women could carry in order to show their equality to men.
Within months the market share of cigarettes to women exploded.
During this same time, the image of the modern woman had been given a makeover. The 1920’s woman was daring, lighthearted and eager to join in the fun with the boys. Young flappers were looking for a thin and flat chested physique that would allow them to play sports, dance, sneak into speakeasies and be free like never before. They also needed a symbol that would separate them from the generations before.
But, how was all this to be achieved? Well, with a cigarette of course!
Cigarette advertising began encouraging ladies to smoke instead of eat. The fat shaming “Instead of reaching for a sweet, reach for a Lucky Strike” campaign came out.
Kind of gross there, old timey folks.