Life, 1910-12-01 · page 87 of 108
Life — December 1, 1910 — page 87: what you’re looking at
What you’re looking at
This is a **Gillette Safety Razor advertisement**, not political satire. It promotes the Gillette brand by arguing that women civilize men and prefer clean-shaven partners. The ad's central claim: women's influence drives men toward grooming standards. It contrasts the "Gillette shave"—presented as natural, healthy, and masculine (suggesting "outdoor" vitality)—against the "massage-finish" of professional barbers, dismissed as effeminate ("ladylike") and overly perfumed. The illustration shows well-dressed men and women, implying that using Gillette elevates one's social standing. The text appeals to masculine pride: proper shaving is "class," not vanity, and a million men will buy Gillettes because women demand it. This reflects early 20th-century advertising strategy: marketing safety razors by linking them to masculine virtue and female approval simultaneously.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
oman is the great civilizer. If it were not for her man would revert to whiskers and carry a club. Woman does much for the Gillette because it is her presence, her in- fluence, that puts the emphasis on good clothes, clean linen, and a clean shave. She admires the clean, healthy skin of the man who uses a Gillette. She does not approve the ladylike massage-finish of the tonsorial artist. The massaged appearance ceased to be ‘‘class’’ largely because she said so. There is something fine and whole- some about the Gillette shave. It does not reek of violet water and pomades. GILLETTE New York, Times Bldg. Chicago, Stock Exchange Bldg. Canadian Office, 63 St. Alexander Street, Montreal SALES COMPANY, Gillette Safety Razor, Ltd., London The use of the Gillette has a decidedly good effect on the skin. It gives a healthy look that suggests the outdoor rather than the indoor man. Then think the comfort—the convenience—the morning shave in less time than the morning dip. A million men will buy Gillettes this year. Now is the time to get yours, Standard Set with twelve double- edge blades, $5.00. Regular box of 12 blades, $1.00; carton of 6 blades, 50 cents, King Lllille 48 West Second Street, Eastern Office, Factories: Boston, Montreal, Leicester, Berlin, Paris comicbooks-com