In current periodicals, especially those directed to women, there have been appearing the advertisements for a product called Endocreme. In some of the latest copy which, incidentally, bears the approval of the Good Housekeeping Bureau, appear the following statements:
Endocreme contains a counterpart of the natural bodily element which helps account for that pink freshness of a youthful skin. This substance is known to the medical world as es-tra-diol, and Endocreme is the only cosmetic which contains es-tra-diol. It helps replenish the supply of the very substance which your skin may lack!
Endocreme, therefore, is more than "just a face cream." It's an active, vital cosmetic which begins its work with the substructure of the skin. In later life, the skin tends to fall into lines and wrinkles because the tissues underneath the skin sag. When Endocreme firms and tones these underlying tissues, the skin is smoothed out again... pores
ENDOCREME—A COSMETIC WITH A MENACE. JAMA. 1938;110(15):1194–1196. doi:10.1001/jama.1938.02790150040014