Helen Lansdowne Resor Was The First Woman To Use Sex Appeal In Ads

When you hear the word "pioneer" in advertising, names like the remarkable Helen Lansdowne Resor are often overlooked. This advertising genius not only crafted some of the most iconic campaigns of her time but also fervently championed women's rights and gender equality in the industry. In this article, we'll dive into the life and legacy of Helen Lansdowne Resor, exploring the valuable lessons she imparts about advertising, marketing, and leadership. 

The Rise of Helen Lansdowne Resor in Advertising

Helen Lansdowne Resor, born in 1886 in London, Ontario, Canada, moved with her family to the vibrant city of New York, where she grew up and pursued her education. A curious and adventurous spirit, Helen absorbed the myriad experiences and opportunities the city presented.

After graduating from the prestigious Columbia University in 1908, Helen embarked on her professional journey, finding her calling in advertising. She joined J. Walter Thompson (JWT), one of the most influential advertising agencies of the time, as a copywriter.

Helen’s sharp wit and creative thinking quickly propelled her through the ranks at JWT. By 1916, she shattered the glass ceiling by becoming the agency's first female vice president. This milestone marked only the beginning of her groundbreaking career. In 1917, she led her first major advertising campaign, solidifying her place in advertising history. Tasked with establishing JWT's Chicago office, she managed it from 1922 to 1928, leaving an indelible mark on the industry.

Breaking the Mold: The Revolutionary Work of Helen Lansdowne Resor

In the early 1900s, the advertising world was dominated by men. Enter Helen Lansdowne Resor, who launched campaigns that revolutionized the industry. One of her most notable campaigns, "A Skin You Love To Touch," targeted women directly for the first time in a soap advertisement, fundamentally changing how products were marketed.

Resor’s genius lay in her understanding of emotional appeals. Recognizing that women were the primary decision-makers for household purchases, she crafted ads that resonated deeply with their desires and concerns. Her use of real-life stories and testimonials to sell products was groundbreaking. By building trust through authentic endorsements, she ensured long-term success for the brands she worked with. Resor’s approach to advertising emphasized the importance of emotional connections, trust, and customer loyalty—principles that remain relevant today.

She was the first female copywriter to craft national brand advertisements. She introduced the concept of using sex appeal in advertising. She emphasized the importance of creativity and artistry in ads.

She became the first woman to lead J. Walter Thompson, transforming it into a global powerhouse.

The Legacy of a Legend: Lessons from Resor’s Work

Helen Lansdowne Resor’s impact extended far beyond her unforgettable campaigns. Her dedication to women's rights and gender equality distinguished her as a visionary leader. She mentored numerous women in the industry, empowering them to break through glass ceilings and advance their careers. Furthermore, she leveraged her influence to promote products and services that empowered women, inspiring advertisers to think beyond mere sales and make meaningful societal impacts.

Resor excelled in understanding her audience and crafting messages that resonated. For instance, her "A Skin You Love To Touch" campaign for Woodbury Soap directly addressed women’s concerns about their skin, using emotional appeals to suggest that Woodbury Soap would give them the soft, beautiful skin they desired. By targeting a specific audience with tailored messages, Resor created groundbreaking and highly effective campaigns. Modern advertisers can learn from her expertise in audience targeting and message crafting.

Resor understood that people buy based on emotions and justify their purchases with logic. Her advertisements were not just about selling products but also about making people feel good and building trust. This approach is crucial even today, as emotional connections foster long-term relationships between brands and customers.

Resor’s use of real-life stories and testimonials helped build credibility and trust. By showcasing the positive experiences of satisfied customers, brands can connect more deeply with their audience. This method was innovative in Resor’s time and remains a powerful advertising tool today.

Leader and Advocate for Change

Resor’s advocacy for women's rights and gender equality demonstrated her exceptional leadership and commitment to positive change. As marketers and advertisers, we have the power to shape culture and society. It is our responsibility to use this influence to promote equity and justice.

Helen Lansdowne Resor's pioneering spirit continues to resonate in the advertising industry and beyond. Her innovative campaigns and unwavering advocacy for women's rights have left a lasting legacy. Resor’s lessons—knowing your audience, connecting emotionally, using real-life stories, and advocating for change—are as relevant today as they were a century ago. Let us carry forward her innovative approach, recognizing that advertising holds the power to shape culture and society for the better.

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