Water Based Nail Polish, a healthy and organic alternative to conventional nail polish - which, as you can see from these old ads, traditionally has all sorts of chemicals in it.
For example, if you were using Helen Neushaefer's brand of nail polish, back in 1948, you'd be putting something called Plasteen on your nails along with the high-fashion colors and "new, jewel-like brilliance." I'm not sure what Plasteen was, but it doesn't sound like a fingernail-nurturing sort of substance, does it? Ms. Neuschaefer, who headed her own cosmetics company in the 1940s and 1950s, was touted in many ads of this era as the inventor of "creme nail polish" and of the "miracle chip-proofing ingredient" Plasteen.
I found a mention of Plasteen in a 1949 American Ceramic Society Bulletin, which describes it as "a new, tough, and slightly pliable thermoplastic. Melts easily at 250 degrees F. Poured over master molds, it solidifies into very durable blocks and cases. No shrinkage no bubbles..." So no worries if you had Helen Neushschaefer polish on and then went to take something out of a hot oven!..Oh - wait....
P.S. Holiday ads coming soon - I have a very amusing Thanksgiving underwear ad that I will share with you later this week...stay tuned!