Eyeshadow, eyeliner, and eyebrow pencil sold separately. Same for the lipstick and you're on your own with getting the marcelling and the fur stole. Other than that, this eyelash beautifier will change your life!

I wonder when it became "mascara" in Marketingland.
I read somewhere (probably wiki) that "mascara" has been around for centuries. I suspect that when Maybelline called it eyelash beautifier it was to make it sound fancier/exotic maybe. From the Maybelline ads I've seen, they didn't start calling it mascara until the 30's.

OTOH, perhaps at the time, mascara was something only "bad" girls used -- you know, like those hussies who wear rouge.