In the early part of the century, the city of Pensacola was experiencing a remarkable growth in evangelistic activities. Most churches, especially those with a fundamental emphasis, reached thousands outside their regular congregations with massive interdenominational campaigns. These began with the electrifying impact of Gypsy Smith, for whom a large canvas tabernacle was erected at Spring and Gregory Streets in 1917. Night after night the Pensacola tents were filled with a standing room only congregation, with worshipers giving themselves to the Lord under the canvas tent that held over 2,000 seats. Subsequent record breaking revivals occurred in downtown Pensacola in 1922, 1923, and 1926.
But the local pastors and revival promoters were fighting a huge battle with the commercial advertisers of women's beauty products. As the pastors were preaching against the sins of the times, the lines between young and middle aged women began to blur in silhouette, dress, and cosmetics. Beauty parlors became stylish for women of all ages. The older women of the 1920's were encouraged through various newspaper and magazine advertisements to follow the example of younger women and become "kittenish" in their behavior with men. Commercials pictured alluring breakfast robes, sheer lingerie, and special “boudoir accessories,” which were now being aimed toward the matron as much as the younger unmarried ladies. The lines were now being drawn between the national commercial marketing strategies and the religious organizations of Pensacola.

The Apostolic Faith Gospel Mission 1920's

Rodney "Gipsy" Smith 1860-1947

Evangelist Gipsy Smith

Smith's broadbill for his revivals