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From the first decades of the 20th century, the image began to gain importance. This is what happens in advertisements and illustrated magazines, widely distributed at the time, such as La Esfera. Between the years and the ads for beauty products made through illustrated drawings coexist with those made from photographs.

The advertising poster reaches wide circulation in the decade of The Ramón Casals Vernís poster, advertising an Indian procedure for hair, is framed within this period at the beginning of the century. The image contrasts strongly with another made by Miquel Plana in the year , one hundred years later. In the serigraph entitled Ethics, a bathroom scene serves as a pretext to offer the image of a cleaning product, Gel Sanex, which has been on the market for a few years.

The collection of posters and displays of the National Library of Spain advertising beauty products, except for a few examples from the end of the 19th century, belongs mainly to the decades of the years to Then, it is already understood that the posters should be used to sell products and that, therefore, they have to impress the receivers of the messages.

These are printed materials, mounted on a cardboard base with advertising of commercial products. A comparison can also be made between the scented cards of the first decades of the 20th century, with perfumes such as Bolero or Soir de Paris, and those printed today such as Cacharel, Adolfo Domínguez or Loewe.