Bonne Bell's cult classic multi-tasking make-up White White first brightened faces when it launched in 1965 and became a mainstay in their product line to the very end in 2015. White White was very much ahead of its time as you couldn't really find white concealers until very recent years. White White was a multi-faceted magical product that could be used as a highlighter on different high points of the face to brighten and exaggerate features like under eyes, brow and cheek bones, cupid's bow, and could even be mixed with your concealer and foundation if it was too dark and you needed to lighten your shade for the season. The consistency was lightweight with an opaque coverage so little went a long way and mixed well with other product textures. Check out this spooky display from the late 1980's and the amazing graphics!
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| October 1983 Shopper's Drug Mart store ad snippet |
Around the early 1980's it was promoted during the Halloween seasons as a costume make-up since the coverage was buildable and could be used for anywhere on the face and body to create a full on fun or frightful look. I came across some really amazing vintage store ads featuring White White during Halloween through the 1980's!
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| October 1983 Smitty's store ad snippet |
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| October 1983 Pay 'n Save store ad snippet |
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| October 1983 Snyder drugstore ad snippet |
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October 1984 Canadian Woolco pharmacy ad snippet
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| October 1985 Longs Drugs store ad snippet |
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October 1989 Walgreens store ad snippet
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It was even featured in the Canada market with a special Halloween promo sticker found on this recent auction listing above from the early 1990's. Look how cute that ghost is! I'm almost certain if Bonne Bell were still around they'd of extended this franchise to offer multiple tones for highlighting, shading/contouring and color correcting. I will do a full White White feature in the future here so stay tuned and happy haunting!
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