Lotus Thompson: Silent Film Star

Promoting the Stars 

Australia’s film industry never developed a star system as intricate or sophisticated as America’s, mainly because local filmmaking was in decline. Unable to compete with the influx of films from America and Britain, Australian productions dwindled, and with them, the structured commodification of actors as marketable ‘talent.’

Advertising, however, thrived. This industry expanded rapidly, with increasing reliance on both customer testimonials and celebrity endorsements to sell products. Personalities were paid to promote everyday essentials like soap and toothpaste, their femininity leveraged to appeal to the predominantly female consumer base.

One of the most enduring publicity campaigns of the era was for Rexona Soap, launched in 1910 and continuing into the 1940s. Over time, the campaign shifted from customer endorsements to celebrity– driven marketing. 

By the 1920s, well– known figures had taken centre stage in product promotions, and ‘Miss Lotus Thompson,’ fresh– faced and full of charm, became one of Rexona’s most recognisable ambassadors. Her association with the brand not only enhanced her public profile but also increased her bank account. 

Before long, the faces of Rexona Girls weren’t just flickering on cinema screens—they had become a seamless part of everyday life. Selling the promise of health, beauty, purity and elegance, and popularity, Miss Lotus Thompson swears there is nothing like Rexona Soap for the hair, skin, or teeth. One testimonial for tooth paste was linked to 33 King Street, her home address in Randwick.

It’s significant that Lotus served as a Rexona Soap ambassador from 1923 to 1929, during the peak of her stardom. The advertisement’s caption, ‘Noted Hollywood Stars are Rexona Girls,’ along with Lotus’s inclusion, highlights how Rexona capitalised on the allure of Hollywood to enhance its brand, and sell more soap.

As Lotus prepared to move to America, the products she promoted diversified and she was given a special status, being among the ‘famous theatrical stars and other celebrities.’

Rexona girls could even transform into butterflies.