An Aroma De Luxe

Today’s earth-shattering question: Was Sheik Lure Perfume supposed to lure Valentino-like sheiks, or turn you into one?

The answer: both, of course – depending on whether you were a flapper or a Jazz Age dude.
Either way, you just slicked back your hair, put some kohl around your eyes, and practiced a few sultry looks in the mirror. But you must not forget the Sheik Lure perfume!

And what might that be? It is solid perfume in a “Beautiful Ruby Transparent Case” – in other words, a Red Plastic Case. I don’t know what’s in it but it is powerful stuff – you can Lure Both Sexes with it and “everybody adores it.” You also get a lovely America Sheik and Sheba in a Crystal Glass Dome when you order the perfume – not the two people in the ad, I trust. That guy is goofy looking, not alluring. And the woman is trying to pretend that he isn’t there. So whoever is using the Sheik Lure – it ain’t working.

When your order arrives, pay the postman a dollar. Or else just wave the Sheik Lure in front of him – he will be so entranced, he’ll forget all about collecting the money.

[From Popular Mechanics, June 1924. The movie poster is for the 1921 Valentino movie, which thrilled female audiences - the guys, according to Wikipedia, hated it and would often start laughing during the love scenes. So I don't know if they would buy Sheik Lure perfume.

I Googled Lure Importers but this ad seems to be all that remains of them - I got some fishing lure sites but that is another matter altogether. One hopes. Anyway, please note also that Evanston is just north of CHICAGO! So this gets filed in Retro Chicago, too.]

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3 thoughts on “An Aroma De Luxe

  1. I love how it says the fragrance "lingers for days", so if you really hate it you are totally screwed.Also–I am fascinated by the way they did business back then. Can you imagine—Send us a postcard! We'll ship you our product! Just give the postman a dollar when it arrives. How on earth did that work?!?

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