Poudre de Luzy - Cappiello

This original vintage French advertising poster was created by Leonetto Cappiello in 1917, with this version published in 1919 by Devambez in Paris. It advertises Poudre de Luzy, a rice-based cosmetic face powder produced by the Parisian beauty and perfume company Luzy. The company's wholesale address, 44 Rue des Mathurins, Paris, appears along the bottom of the poster.Poudre de Luzy was marketed as a luxurious face powder available in eight shades and three sizes, with prices ranging from 1.25 to 5 French francs. Contemporary advertisements emphasized its fine texture, adherence to the skin, velvety finish, delicate fragrance, and purity. The powder was distributed through department stores, perfumeries, and hairdressers. Luzy also offered facial creams and a line of perfumes, including Chypre, Origan, Ambre, and Pourpre Antique.Cappiello depicts an elegantly dressed woman in eighteenth-century costume enthusiastically applying powder with an enormous white puff. The composition's exaggerated scale and strong contrast against a dark blue background make the product's purpose immediately recognizable.Leonetto Cappiello (1875–1942) was an Italian-born artist who established his career in Paris and became one of the most important innovators in commercial poster design. Known as the father of modern advertising, he developed a distinctive style using bold colors, simplified compositions, and imaginative imagery. To learn more about Leonetto Cappiello and his contributions to advertising art, visit our Ross Art Group blog.This is an original vintage poster, professionally linen backed and in excellent condition. We guarantee the authenticity of all of our posters.