The venerable soap and fragrance company of Yardley, a conservative establishment founded in 1770, in 1956 was associated more with grandmothers than young ladies. The move to use an American doll to develop their new corporate image was equal parts daring and innovation. Not only did their extensive line of product get coverage, new products were born to bridge the generation gap. Running mostly in magazines aimed specifically to "mom", there were both British and American ads. The campaign was so popular, it started running in a number of European countries.
The ads used Cissy in custom designed costuming — possibly commissioned through Madame Alexander, and had a modern American point of view. Already hugely popular, Cissy would get international exposure few dolls at the time would receive. Some ads were done only in black and white, and some were printed both in black and white and in color. Some of the hairstyles were custom, most were from the Cissy dolls of mostly 1956. The concept of the "life style" moments is especially intriguing, as we get a glimpse of the young American women transitioning with her mothers values and a new playful assertiveness that is both young and modern.
Several people have said they had seen the Yardley dolls unceremoniously on view in the Fifth Avenue store, in not the best of condition after years of exposure to the elements. Quite a few of the dolls from the 1950s ads were translated in a new collaboration between Yardley and Alexander in 2000. Deceptively simple, the dolls arms used in the ads probably were heated to create just the right pose that appeared effortless unless you've tried it! Yardley must have felt the promotion was successful, and commissioned quite a number of different dolls and wardrobe in charming vignettes for various products from 1956 to 1958.