Life, 1915-06-10 · page 48 of 48
Life — June 10, 1915 — page 48: what you’re looking at
What you’re looking at
This page is primarily a **perfume advertisement**, not a political cartoon. However, it contains an implicit social satire about consumer psychology and nationalism. The ad describes a test where 103 women compared three Colgate domestic perfumes against three imported French ones—blindly, without labels. The results showed that despite 61 women claiming to prefer foreign perfumes initially, two-thirds switched to Colgate's when brand identity was hidden. **The satire:** The ad mocks consumer preference based on prestige rather than actual quality. It exposes how the "foreign label" influences judgment—a critique of American consumers' blind trust in European superiority. By removing the influence of brand mystique, Colgate demonstrates that domestic American products could match or exceed imported ones. This reflects early 20th-century anxieties about American manufacturing competitiveness and consumer susceptibility to marketing psychology—a surprisingly modern advertising critique for 1915.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
June 10, 1915 OUR own preference in the matter of perfumes should pass judgment— ‘and will do so if uninfluenced—as tu what you really prefer. The test described telow shows you how to decide this very personal question ty your absolute satisfaction—just as it showed those making the original test. The test was made by 103 representative women, comparing six perfumes—three were the most popular foreign perfumes and three were domestic, made by Colgate & Co.—Florient, Splendor and Eclat. Over 3/$ of the 103 women chose Colgate’s in preference to the im: ported. Before making the test 61 of the 103 said they preferred a foreign perfume, yet when the influence of a foreign label was removed 41 of these 61, of 2/3 of them, chose Colgate’s first. Every woman will be It shows very clearly that selecting a perfume because it has a foreign label does not neces 'S Ketting what she nported perfumes and three Colgate petluies~all in the original unopened bottles. They poured the perfume into six plain bottles, cred them from one to six—they alone Knew which number represented each perfume. From time to time Perfumers’ Testing Strips were scented from the numbered bottles under the supervision of the judges, for use in making the test, The 103 women represented business. interested in this story women, the stage, the editorial staffs of two women's magazines and college women. Each wasasked to name the perfume she was in the habit of using and was then given six scented strips, numbered 1 to 6, as on the bottles. She was asked to make a lirst choice, a secon third, ete. Record was kept of a// selections, When the test was completed the judges took the record, and inserted the names of the crfumes in place uf the numbers, {rom the Key which they alone had. The result. was then announced to Colgate & Co, It was a daring test~inspired by the confidence which we had in the superiority of our perfumes. The result shows that most women choose Colgate’s in preference to d perfumes when the influence of a foreign label is removed. This is the way they choose: First choice of 28 women Colgate’s Florient First choice of 25 women Colgate’s Splendor ¢ of 1S women, Foreign PerlumeNot First choice of 12 women, Foreign PerfumeNo.2 First choice of 10 women, Foreign PerfumeNo.5 Firstchoice of 9women, - Colgate’ Eclat cice of perfumes determined? By what you really prefer or by a foreign label? ible that a domestic label is keeping you from the enjoyment of the particular perfume you would naturally select? Would you like to make the test for yourself? If s0, we will send you three Perfumer’s Test- ing Strips, three miniature vials of the Colgate fumes—Florient, Splendor and Eclat—and xtra testing strip so that you can make a comparison between Colgate’s and the perfume which you may now be using. . ‘This test may not only be valuable to you but can be used as an interesting form of enter. tainment for your friends. We, will send full ins{ructions as to how to make the test. Your name ind address and a 2c stamp for mailing will receive prompt attention, The same perfumes in Toilet Waters for those who prefer a milder scent COLGATE & COMPANY Pefgzs.Cs3'** 199 Fulton St., New York ESTABLISHED 186 AWARDED GRAND PRIX, PARIS, 1900 COLCGATES PERFUMES SERS TEST