Judge, 1905-04-22 · page 13 of 20
Judge — April 22, 1905 — page 13: what you’re looking at
What you’re looking at
This is not satire but a straightforward **advertisement for Colgate's Shaving Soap**, appearing in *Judge* magazine. The page features testimonial letters from New York barbers (dated March 1905) endorsing the product. The advertisement's key argument: these barbers don't merely lend their names for payment—they actually *use* Colgate's soap in their shops, distinguishing genuine endorsement from hired testimonials (a common advertising practice even then). The text claims Colgate's original formulation (introduced eight years prior) has become so successful that competitors are now imitating its shape and packaging, though the ad asserts the imitations lack the original's superior quality. The page demonstrates early-20th-century marketing strategy: leveraging professional credibility through testimonials while implicitly acknowledging that paid endorsements were a recognized (and apparently suspect) practice in contemporary advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
BARBERS’ ENDORSEMENTS HERE seems to be a distinction in the minds of many barbers between endorsing a soap and using it. The barbers whose signatures appear in this advertisement as endorsing COLGATE’S SHAVING SOAP are a few of those who do more than merely endorse—they use. Colgate’s Shaving Soap is never given away for a recommendation. Read These and Judge for Yourself New York, Messrs. Colgate & Co. March 22, 1905. New York, March 20, 1905. Messrs. Colgate & Co. Dear Sirs: In spite of any statement to the contrary, I am using Colgate's Dear Sirs: I BUY Colgate's Shaving Shaving Soap, because I think it is the Soap for use in my shop. If I use any best. A F other shaving soap it is because it is 20 Sap M0 WAL SE ct» 72 Wall Sureet piven tome, or because I have bought a VY En that: 20 Uni Spare small amount to please a salesman. di. Clay: Gf? C COOVG Vf lip, Ark’ snes visi IGHT years ago COLGATE’S SHAVING SOAP, original in shape, perfume and chemical composition, was introduced to the public. Surely and steadily its deserved popularity has increased, until now our largest competitors have found it necessary to change their time-worn methods, and to IMITATE, in shape, number of cakes to the roll, etc., the only soap that modern requirements demand. This imitation goes no further than appearance. In all the qualities that have made Colgate’s Shaving Soap popular, it still remains unapproachable. COLGATE & CoO. Established 1806 Makers of Fine Soaps and Perfumes New York comicbooks.com