1970s ad for Bonne Bell Ten-O-Six Lotion

Found at Community Livejournal.

Pretty sure this is a very young Mariel Hemingway.

Comments

[best eye cream]

Nice one! I never thought i could see a Bonne Bell Ten-O-Six Lotion these days.

[David]

The large jug of 10-o-6 in this ad looks like a whiskey jug!

[Barbara]

Actually, this is NOT Mariel Hemingway. Bonne Bell was a small family-owned and operated cosmetics firm near Cleveland, Ohio, at the time of these ads. The company built tremendous brand loyalty using marketing strategies that targeted very young teen and preteen girls (and their protective mothers). Rather than continuing to use the ubiquitous blond Ford Agency models (Cybill Shepherd, Susan Dey, Season Hubley, Shelley Hack, et al), they used the granddaughter of the firm's founder as the face of Bonne Bell in their advertisements for most of the 70s. Julie Bell was clearly identified in the ads as the daughter of the then-current company president, Jess Bell, Jr., who was also frequently mentioned. The campaign was an enormous success, and paid off handsomely. There was practically as much Ten-O-Six Lotion sold to teens and their moms back then as there was gasoline (this was before the age of ProActiv and retinol), ergo the 64-ounce bottles marketed in the ads, which then retailed for $30. This was a huge amount to pay for what was little more than alcohol and witch hazel; lots of hours of babysitting at 50 cents to a dollar an hour!

[Jan]

Yes, that's right, she was the grand daughter, I remember.

[Lynn Kimbell]

Thank you for answering my questions. I remember Bonne Bell using this girl quite a lot in their ads, and always wondered who she was!