Life, 1913-07-24 · page 40 of 40
Life — July 24, 1913 — page 40: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. It promotes Mennen's innovative shaving cream by illustrating the evolution of shaving comfort through three stages, marked with percentages (33⅓%, 66⅔%, 100%). The ad's humor comes from presenting shaving as a progressive scientific triumph. It claims Mennen's cream solves two major problems: free caustic (a harsh chemical in competitor soaps that burns skin) and the damage caused by vigorous "rubbing in" of lather. The smiling man's progression from discomfort to delight visualizes the product benefit. The ad emphasizes modern convenience: no rubbing required, quick application, efficient lather, and a practical hexagonal tube designed for men's hands. This reflects early-1900s advertising strategy—using pseudo-scientific claims and detailed problem-solving narratives to differentiate branded products in a competitive market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Joly 24, 1913 First came the Safety Razor. eliminating the dull blade and And this reduced the discomfort } Ca te) ‘ vas Next came the stick, the powder, and the 2 venient method of producing a lather, thus reducing the unpleasant features of Now_comes~ shave of 100% delight A new kind of shaving cream that puts an end to ‘all smarting and irritation of the skin—providing a quick, easy, comfortable shave for evea the man with the tenderest skin or the toughest beard. —_— N New Shaving Cream Contains no free caustic—requires no ‘“‘rubbing in’’ without the slightest discomfort. Even with a duli razor, there is none of that painful pulling sensation. Shaving, for the first time, has become a real delight. 100% Efficient No lengthy working up of the lather, No mussy “rubbing in’? with the fingers. Just a half inch of cream, a few strokes of the brush, and a generous lather—instantly. 100% Comfortable What the free caustic does to your face Free caustic is found in most shaving soaps, due either to poor manufacture, or fear of the soap getting super fat and going rancid. That free caustic, though it may be minute, soon gets into your pores, causes that terrible smarting, and proceeds to unite with the oils of your skin, making a sort of soap; clogs the pores, and blackheads, pimples, blotches, etc., result. What the “rubbing in” does to your face ‘Rubbing in’? does more harm than good—it opens up the pores, allowing the free caustic to getin, and then it puts all the myriads of blood vessels in action, bringing the blood right to the surface of the skin, and then you run your razor over the top of them—is it any wonder that the operation is painful? How Mennen has ended these twin discomforts By a distinctively new process the Mennen Company have produced a shaving cream that is without the slightest trace of free caustic. It produces a quick, generous lather that softens the beard without the necessity for rubbing it in. No matter how tough or wiry your beard—how tender or sore your skin—you can now shave quickly and No “rubbing in’? to irritate the skin—no free caustic to burn and smart the face. A cool finish, and a healthy skin. 100% Convenient ‘The large, hexagonal screw top is ‘man’s size.”? It fits the fingers; easy and quick to come off and go on. Can't roll away when you put it down—the cream is locked in the tube—sanitary. Gotothe mearcst drug: for tetay. Gia tor Sennen s mew shave ingeream, Deenthe tt you wantd. preter to 3 Hotes of the ‘bruthoa perfectlath rand a clean Imeoth shave— ‘Real Comfort. comicbooks.com