Life, 1907-05-23 · page 24 of 24
Life — May 23, 1907 — page 24: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. The J.B. Williams Company promotes their shaving soap and stick by emphasizing that quality of the product matters more than packaging novelty. The ad features a hand holding the shaving stick and makes a humorous claim: the soap "won't smart or dry on the face"—addressing common complaints about competing products. The company stresses they've prioritized formula over flashy presentation for 65 years. However, they then introduce a new nickel-plated hinged box, framing it as a practical convenience rather than a gimmick. The copy reassures consumers that the improved packaging doesn't mean the soap itself has changed—the formula remains superior. This reflects early 20th-century advertising strategy: combining product claims with appeals to tradition and value-consciousness while still promoting modern conveniences.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
pig ba We Be Williams “sir? “The only kind that won't smart or dry on the face ” The SOAP, Not the BOX, the Vital Thing HAT is why for sixty-five years we have been more concerned in giving you the best shaving soap that could be made, than we have in giving you a novel box. You won’t like Williams’ Shaving Soap the better for our new box, for a better Shaving Soap cannot be made. But you will appreciate the new box. It is a strong, heavily nickeled box with a hinged cover. Handsome in appearance; convenient to use. This hinged cover is a unique feature. The box can be instantly opened with one hand—no time lost. The cover cannot come off or be mislaid. Williams’ Shaving Sticks and Shaving Cakes sold everywhere. Send 4 cents in stamps for a Williams’ Shaving Stick or a cake of Luxury Shaving Soap, trial size (enough for 50 shaves). Address THE J. B. WILLIAMS COMPANY, Department A, Giastonsury, Conn. Williams’ Shaving Stick can also be had in a leatherette-covered metal box PRESS OF REOFIELD BROTHERS, NEW YORK comicbooks.com