The nail polish was not complemented with a specialist polish remover until 1926. Before then, it was removed with a drop of liquid polish that was wiped off before it dried along with the old polish. Whatever you buy, when it comes to buying online, there are a number of things that you should always consider. That pretty much goes for any product, but we want to highlight these as they are particularly important when it comes to shopping for products in the Manicure and pedicure tools category. Follow these tips and you’re sure to find the best product for your needs, whether that may be Cutex Hydrating Cuticle Oil or perhaps an alternative. Price and budget Quality is another important element when shopping for a new product, particularly if you’re looking for products like Manicure and pedicure tools. However it’s really worth setting your expectations and needs right up-front so that you’re not expecting the world’s best quality products from the cheapest products in the range.

Revlon’s sales strategy targeted salon manicurist, much as Cutex had done years before, and then moved into department stores and better drug stores in the prestigious end of the retail market. By the late 1930s, through its innovative marketing campaigns and by restricting its sales to department stores, better drug stores and manicure establishments, Revlon was rapidly achieving a glamorous and fashionable status with a wide shade range. It was put on the market in 1912, and for the first two years, no attention was paid to advertising. In 1914 and 1915, they used small space in Harper’s Bazaar, Vogue and Ladies’ Home Journal, also newspapers in New York and Chicago in a small way. By the beginning of 1916, by good sales work, a representative distribution had been secured in cities of 25,000 and up throughout the country.Above: 1932 Cutex Club Kit. A complete set of manicure preparations in a leather case with bottles topped with Bakelite caps.

Above: “Then the polish—spread it on the soft part of the hand and burnish by brushing the nails lightly across it. To apply the liquid, coat each nail lightly with the little camel’s hair brush that comes in the box.”

Cutex Cuticle Remover:“An ideal cuticle remover. This excellent preparation which is absolutely harmless, removes ragged and surplus cuticle without cutting.”

Smaller sets proved to be particularly popular as they could be carried about and later designs were made so that they could be transported safely. Liquid nail polish Cutex is a liquid cuticle remover, which makes cutting of the cuticle unnecessary. It is the first product of its kind on the market, and while there are two or three competitors now in the field, they have never been equal to Cutex. In addition, Cutex reformulated its liquid nail polish in 1936. The new recipe, which took longer to dry but wore longer, was advertised as Cutex Salon Type Polish, probably to give the impression that the product was used by professionals in the hope that this would help counter Revlon’s growing domination of manicure salons. The new polish was incorporated into a new manicure routine. Apply the oil to each nail. Focusing on one hand at a time, squeeze a drop of oil onto each nail. A little oil goes a long way, but don't be afraid to apply liberally and often.

Along with other cosmetics companies, Cutex experienced shortages during the war, as supplies of raw materials like nitrocellulose became difficult to get and manufacturing space was taken up by government contracts awarded to Northam Warren. Warren, N. (1922). How a great toilet goods business was built. The American Perfumer & Essential Oil Review, November, 393-394, 419.