Life, 1915-07-22 · page 44 of 44
Life — July 22, 1915 — page 44: what you’re looking at
What you’re looking at
This page is a straightforward product advertisement, not political satire or humor. It promotes Palmolive's new shaving stick in an aluminum oval holder with a thumbscrew mechanism that dispenses soap as needed. The advertisement targets male shavers, emphasizing the product's practical features: the non-corrosive aluminum case, the mechanical advancement system, and the soap's gentle formula containing palm and olive oils. The copy stresses benefits like abundant lather, softened beard, neutral pH (no alkali irritation), and a faint Oriental perfume. The imagery shows hands demonstrating the screw mechanism. The ad appears in *Life* magazine, where paid advertisements were common alongside editorial content. This represents early 20th-century consumer marketing targeting men's grooming—positioning a new convenience product as modern and scientifically superior to previous shaving soaps.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
mde” f= _Ibsolutely New! comes through Palmolive—the new olive oil shaving soap. In a unique oval holder— with a thumbscrew at the bottom which advances the soap only as used. Sanitary and practical. Both the soap and the mechanical feature of the holder must appeal to every man who shaves himself. PALMOLIVE SHAVING STICK Palmolive Shaving Stick, the newest Palmolive product, was made especially for men with tender faces. The delightful qualities of Palm and Olive oils are as effective in a shaving soap as they are in Palmolive Toilet Soap, used by millions of discriminating women. These oils give Palmolive Shaving Stick its wholesome green color. They make the abundant lather which stands up, does not dry on the face or draw the skin. The beard is softened properly. Ther. pull with Palmolive. Absolutely neutral—no free alkali to irritate and make the face sore after shaving. And no reminiscent soapy odor, when you are through. Palmolive has a refreshing faint Oriental perfume. The case for this new Palmolive is made of pure, non- corrosive aluminum in the convenient oval shape so easy to use and to pack. A key at the bottom of the case pushes up the soap as needed, without its touching the fingers. The cover protects the exposed part when not in use. The,oval shape is an extra convenience. Palmolive Shaving Stick keeps dry and in perfect con- dition to the last. The beveled edge at the top prevents water from running down around ike soap to make it soft and soggy. You can use it up entirely, with as much comfort at the last shave as when it was brand new. If your dealer has not yet secured his supply of Palmolive Shaving Soap write us, enclosing 25 cents, and we will send you a full-size package in the wonderful new aluminum holder, and also generous free samples of Palmolive Soap, Palmolive Cream and Palmolive Shampoo. B, J. JOHNSON SOAP COMPANY, Inc. Milwaukee, Wisconsin. Canadian Factory : \ 155-157 George Street Toronto, Ont comicbooks.com