Advertising: Shadows and Substance

Shadows and Substance

Six million customers of Saks Fifth Avenue, Neiman-Marcus and about a dozen other department-store chains are now getting more than bad news in their monthly bills. Stuffed in with the statements are paper advertising inserts that contain samples of eye shadow. By brushing a fingertip across a colored strip, a woman can try out this season's shades from Charles of the Ritz, Yves Saint Laurent and Christian Dior.

Perfume manufacturers have successfully promoted new scents by mailing out fragrance strips or inserting them in magazines, and new technology is making it possible for cosmetics producers to use the same advertising technique....

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