Life, 1917-07-19 · page 40 of 40
Life — July 19, 1917 — page 40: what you’re looking at
What you’re looking at
This is a **beauty product advertisement**, not political satire. It promotes Woodbury's Facial Soap as "the most famous skin treatment ever formulated." The page features a portrait photograph of a woman with her hands to her face in a contemplative pose—a visual convention meant to suggest the product's transformative effect on skin quality. The tagline promises "a skin you love to touch," appealing to feminine beauty standards of the 1917 era. The text provides detailed instructions for use: daily cleansing with the soap, massage techniques, rinsing with progressively colder water, and finishing with ice. It emphasizes the product's antiseptic properties. The advertisement offers samples and includes ordering information for customers in the United States and Canada. A bar of Woodbury's soap is shown in the lower right corner. This reflects early 20th-century advertising's focus on scientific-sounding skincare claims and the emerging consumer culture around personal grooming products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
July 19, 1917 She most famous skin treatment ever formulated shown here and put it in your purse as a reminder to get Woodbury’s today and begin tonight to’get its bene- fits for your skin. The first time you use this treatment you will realize the change it is going to make in your skin! Use it per- sistently and, gradually but surely, you will gain the charm of “a skin you love to touch.” Use once a day—either night or morning. Lather your wash cloth well with Woodbury’s Facial Soap and warm water. Apply it to your face and distribute the lather thoroughly. Now, with the tips of your fingers work this cleansing, antiseptic lather into your skin, always with an upward and outward motion. Rinse with warm water, then with cold—the colder the better. Finish by rubbing your face with a piece of ice. Always be particular to dry the skin well. A 25c cake of Woodbury's Facial Soap is sufficient for a month or six weeks of this treatment. Tear off the cake Send for week's-size cake For 4c we will send you a cake of Woodbury’s Facial Soap large enough for a week of this famous skin and samples of Woodbu: Write today! Address The Andrew Jergens Co. 1 Spring Grove Avenue, Cio- cinnati, Ohio. If you live in Cane ada, address The An- drew Jergens Co. Ltd., 1007 “Sherbrooke St, Perth, Ontario. For sale wherever toilet goods are sold