Philip Morris launched the Marlboro brand in 1924 as a women's cigarette, based on the slogan "Mild As May". The name was taken from a street in London where PM's British factory was located. However, as early as 1885, a brand called "Marlborough" was already being marketed as a "ladies' favorite" by Philip Morris & Co. In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market. To this end, the filter had a printed red band around it to hide lipstick stains, calling it "Beauty Tips to Keep the Paper from Your Lips".