6.5 Cubic feet (16 boxes, 188 pieces of original artwork)
Type:
Collection descriptions
Archival materials
Black-and-white photographic prints
Pastels (visual works)
Advertisements
Business records
Date:
circa 1936-1995
Summary:
The collection documents the development and evolution of the Breck Girl, a highly successful and long-lived advertising campaign whose hallmark was its vision of idealized American womanhood through correspondence, photographs, paintings, and print advertisements.
Scope and Contents:
188 pieces of original advertising art (mostly pastel drawings), and photographs, correspondence, and business records, documenting the development and evolution of the Breck Girls advertising campaign. Original advertising art includes portraits of famous models, such as Cheryl Tiegs, Brooke Shields, Kim Basinger, and Erin Gray. Artists represented include Charles Sheldon and Ralph William Williams. The 2006 addendum consists of approximately one sixth of one cubic foot of papers relating to Cynthia Brown's selection as a Breck Girl, 1988 and her induction into the Breck Hall of Fame.
Arrangement:
Collection divided into four series.
Series 1: Company history, 1946-1990
Series 2: Photographs, 1960-1995
Series 3: Print ads, 1946-1980
Series 4: Original artwork, 1936-1994
Biographical / Historical:
Dr. John Breck is credited with developing one of the first liquid shampoos in the United States, in Springfield Massachusetts in 1908; Breck is also credited with introducing the first ph-balanced shampoo, in 1930. During the early years of the business, distribution remained localized in New England, and the product was sold exclusively to beauty salons until 1946. Advertising for the brand began in 1932, but appeared only in trade publications, such as Modern Beauty Shop.
Edward Breck, son of the founder, assumed management of the company in 1936. Breck became acquainted with Charles Sheldon, an illustrator and portrait painter who is believed to have studied in Paris under Alphonse Mucha, an artist noted for his contributions to Art Nouveau style. Sheldon had achieved some measure of fame for his paintings of movie stars for the cover of Photoplay magazine in the 1920s, and had also done idealized pastel portraits for the cover of Parents magazine. He created his first pastel portraits for Breck in 1936, launching what would become one of America's longest running ad campaigns. When the company began national advertising (and mass distribution) in 1946, the campaign featured Sheldon's 1937 painting of seventeen-year old Roma Whitney, a spirited blonde. Ms. Whitney's profile was registered as Breck's trademark in 1951. When he retired in 1957, Sheldon had created 107 oil paintings and pastels for the company. Sheldon was known to favor ordinary women over professional models, and in the early years of the campaign, the Breck Girls were Breck family members, neighbors or residents of the community in which he worked; company lore holds that nineteen Breck Girls were employees of the advertising agency he founded in 1940. A Breck advertising manager later described Sheldon's illustrations as, "illusions, depicting the quality and beauty of true womanhood using real women as models." The paintings and pastels form a coherent, if derivative, body of work which celebrates an idealized vision of American girlhood and womanhood, an ideal in which fair skin, beauty and purity are co-equal.
Ralph William Williams was hired to continue the Breck Girls campaign after Sheldon's retirement. Between 1957 and his death in 1976, Williams modified the Breck Girl look somewhat through the use of brighter colors and a somewhat heightened sense of movement and individuality. The advertising manager during his tenure recalled that Aat first Williams continued in Sheldon' manner, but in later years, as women became more independent, he would take care to integrate each girl' particular personality; he studied each girl and learned her special qualities. During these years, Breck Girls were identified through the company's sponsorship of America's Junior Miss contests. Williams work includes pastels of celebrities Cybil Shepard (1968 Junior Miss from Tennessee), Cheryl Tiegs (1968), Jaclyn Smith (1971, 1973), Kim Basinger (1972, 1974) and Brooke Shields (1974) very early in their careers.
By the 1960s, at the height of its success, Breck held about a twenty percent share of the shampoo market and enjoyed a reputation for quality and elegance. Ownership of the company changed several times (American Cyanamid in 1963; Dial Corporation in 1990). The corresponding fluctuations in management of the company and in advertising expenditures tended to undermine the coherence of the national advertising campaign. In addition, despite William's modifications, the image had become dated. Attempts to update the image misfired, further limiting the brand's coherence and effectiveness. Finally, increased competition and an absence of brand loyalty among consumers through the 1970s and 1980s helped push Breck from its number one position into the bargain bin. The Breck Girl campaign was discontinued around 1978, although there have been at least two minor revivals, first in 1992 with the Breck Girls Hall of Fame, and again in 1995 when a search was begun to identify three new Breck Women.
Scope and Content: The 188 pieces of original advertising art (62 oil paintings on board, 2 pencil sketches on paper, and 124 pastels on paper) and related photographs, correspondence and business files in this collection document the development and evolution of the Breck Girl, a highly successful and long-lived advertising campaign whose hallmark was its vision of idealized American womanhood. The collection is a perfect fit with other 20th century Archives Center collections documenting the efforts of American business to reach the female consumer market. The Estelle Ellis Collection (advertising and promotions for Seventeen, Charm, Glamour and House & Garden and many other clients) the Cover Girl Collection (make-up), the Maidenform Collection (brassieres), and the Tupperware Collections offer a prodigious body of evidence for understanding the role women were expected to play as consumers in the 20th century.
These advertising images also offer fertile ground for research into the evolution of popular images of American girlhood and womanhood. The research uses of the collection derive primarily from its value as an extensive visual catalog of the ideal types of American women and girls, arising and coalescing during a period in which 19th century ideals of womanhood were being revisited (the depression, the war years, the immediate post-war period) and continuing, with slight modifications and revisions, through several decades during which those historical ideals were being challenged and revised.
Related Materials:
Several items of packaging, 1930s-1980s are held in the former Division of Home and Community Life (now Division of Cultural and Community Life); an 18k gold Breck insignia pin is in the former.
Provenance:
The Dial Corporation through Jane Owens, Senior Vice President, Gift, June 1998.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The contents of the collection date from 1897 to 1936. The bulk of the collection consists of loose-leaf binders of photo prints of forty-one Cass Gilbert buildings under construction between 1908 and 1936. (This represents less than half of his firm's total output.) The volumes are arranged alphabetically by name of building. A few additional photo prints of buildings under construction are found in the unbound materials.
The collection also includes correspondence (1919-1932), contracts, statistical data, news clippings, booklets, and other miscellaneous Gilbert papers. There are three volumes of correspondence, specifications and blueprints, 1932-1935, for the construction of the U.S. Supreme Court Building, Washington, D.C. Also included are twenty pencil and pastel sketch books of Gilbert's travels in Europe, 1897 to 1932, and miscellaneous loose sketches (including photo prints and negatives of his studies for the George Washington Bridge. The photographic prints are mostly mounted on cloth in loose-leaf binders. Some of the photographers are identified, although many are not. Photographers included P.O. Valentine of 33 Homestead Park, Newark, New Jersey.
Arrangement:
Collection arranged into six series.
Series 1: Correspondence, 1919-1932
Series 2: Personal Papers, 1914-1963
Series 3: New York Life Insurance Building Contracts, 1934-1935
Series 4: Woolworth Building, 1911-1913
Series 5: Sketches and Sketch Books, 1897-1932
Series 6: Photoprints, 1908-1936
Biographical / Historical:
Cass Gilbert, 1859-1934, was a prominent American architect best known for his commercial and public buildings.
Gilbert was born in Zanesville, Ohio and educated in St. Paul, Minnesota. After only a year of study at the Massachusetts Institute of Technology and subsequent travels in Europe, he began working for the New York firm of McKim, Mead, and White in 1880.
In 1883 he returned to St. Paul where he practised briefly with James Knox Taylor, a classmate at M.I.T., designing private homes, churches, and commercial buildings. His first major commission was the Minnesota State Capitol (1895), which he modeled after the National Capitol and the dome of St. Peter's, Rome.
Gilbert returned to New York in 1899 when he won the prized commission for the design of the U.S. Customs House. This was followed by many other major projects. The most famous of these was the Woolworth Building in New York (1913); with its fifty‑five stories and Gothic ornament it is considered Gilbert's greatest achievement.
Firmly supportive of the European tradition and eastern academic architecture, Gilbert continued his numerous and successful designs until his death in 1934. Among his many familiar public buildings are the Treasury Annex and the Supreme Court in Washington, DC, the state capitol buildings of West Virginia and Arkansas, and the public libraries of St. Louis and Detroit.
Related Materials:
Materials at Other Organizations
Library of Congress
Cass Gilbert Archive, 1890-1939
Montana Historical Society
Cass Gilbert Papers, 1902-1910
Oberlin College Archives
Cass Gilbert Collection, 1903-1984, 2000
University of Minnesota, Archives and Special Collections
Cass Gilbert Collection, 1909-1910
United States Supreme Court, Office of the Curator
Provenance:
Gift of Emily Gilbert and Cass Gilbert, Jr. through Mr. Silvio Bedini, November 30, 1961, January 15, 1962, and later in 1962.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
One drawing of a man in a fiber hat standing next to a stream.
Please note that the contents of the collection and the language and terminology used reflect the context and culture of the time of its creation. As an historical document, its contents may be at odds with contemporary views and terminology and considered offensive today. The information within this collection does not reflect the views of the Smithsonian Institution or National Anthropological Archives, but is available in its original form to facilitate research.
Local Numbers:
NAA INV 11018300
USNM Accession 362993
Separated Materials:
Three hats related to this drawing are held by the Department of Anthropology (Accession Number 362993).
Provenance:
The drawing relates to a collection of fiber hats that were originally donated to the National Museum of African Art in November 1983 and transferred to the Department of Anthropology in November 1984. The drawing was transferred from the object collections of the Department of Anthropology to the National Anthropological Archives in 1989.
The collection documents the work of Charles G. Sheldon, the illustrator who created beautiful images of women for the "Breck Girls" advertising campaign from 1936-1957. Includes photographs of sitters, Breck advertising materials, Breck Company internal publications and newsletters, magazines with cover illustrations by Sheldon, a high school yearbook, internal papers from the Breck Company relating to the Breck Girls campaign, theater programs for which Sheldon designed the covers, prints of the advertisements, and an original pastel drawing by Sheldon.
Arrangement:
Collection is unarranged.
Biographical / Historical:
Portrait artist, best known for his illustrations of women in the "Breck Girls" advertising campaign. He also created cover illustrations for magazines such as Radio Digest and Photoplay.
Provenance:
Purchased by the Archives Center in 2017 from Kuenzig Books of Topsfield, Mass. Mr. Kuenzig recently purchased the collection from a Massachusetts dealer who had purchased it directly from the Sheldon family around 1997.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
