Afterward, Gallagher made more changes to the ads. She colored in the images, added wigs and masks she had shaped from Plasticine, and decorated the prints with items such as beads, rhinestones, gold leaf, paint, toy eyeballs, crystals, and glitter. DeLuxe is composed of sixty altered prints that are arranged in a grid.
At first, Gallagher was interested in the wig advertisements because the images were arranged in a neat grid. Later, she realized that she also really liked the old-fashioned language used to describe the products. For example, different wigs could transform a person into a “cutie” or “curly gypsy.”