Delicately scented- for the woman of discernment
The American Tobacco Company introduced Milo Violets in 1918 for women who wished to assert their independence and decide for themselves which cigarettes they would be smoking. Milo Violets were perfumed and had gold tips, a signal that they were designed exclusively for women. Earlier, in 1892, “Milo Egyptian Cigarettes” was manufactured in New York and featured the famous image of the Venus de Milo, sculpted by Alexandros of Antioch, on the front of its pack. These Milos were marketed toward men, so in 1919 when the American Tobacco Company wanted to market to women, they added gold tips and perfume to the cigarettes, and labeled them “Milo Violets.” This advertisement depicts two women separated by a life-size portrait of a curvaceous woman, illuminated by an oversized candle dripping in wax. The flame, associated with a lit match and a lit cigarette, is lit in close proximity to the curves of the woman in the portrait, indicating that a cigarette might loosen up the prim and proper woman standing nearby. The subtle and reserved sensuality would appeal to women at the time. Additionally, the women in this advertisement are not shown smoking the cigarettes, but are instead only shown reaching for them. A fancy gold cigarette holder (which also holds matches) is placed in the center of the wheeled serving cart, and the seated woman reaches for a cigarette from a Milo Violet pack placed in front of her.
Female, Luxury, Relaxing, rich, sophisticated, woman
