Life, 1918-06-27 · page 36 of 37
Life — June 27, 1918 — page 36: what you’re looking at
What you’re looking at
This is a World War I-era advertisement (dated June 27, likely 1917-1918) for Williams' shaving products. The large circular image shows a soldier applying shaving cream, smiling despite difficult conditions—his face is partially wrapped, suggesting he's in a military camp or field setting. The ad appeals to American civilians to send Williams' products to soldiers overseas as a "war comfort." The text emphasizes the product's practicality for military life: it works with cold water, doesn't require fine brushes, and functions "even under difficult shaving conditions." The phrase "Like a good soldier, it fits into any kind of life" personifies the soap as patriotic and reliable. This reflects WWI-era marketing that encouraged home front support for troops through consumer goods. The ad notes it's "one of the few luxuries the Government permits," acknowledging wartime rationing while positioning the product as patriotic to purchase and send.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Four forms of Williams’ Shaving Soaps Williams Quick 2 Easy Shaving Powder Liquid The J. B. WILLIAMS COMPANY Dept. A, Glastonbury, Conn. Alter the c cajoy the comforting touch 4c. fora trial size of the Williams: Taic Powder CARNATION Holdér Top ; shaving Stick Williams’ Shaving Soap is as much at home in camp or at the front as it is in a bathroom. The water need not be hot, your brush need not be a fine badger, to coax Williams’ Shaving Soap into a lather. Like a good soldier, it fits into any kind of life, and delivers its full quota of rich, creamy, lasting lather, even under difficult shaving conditions. Pass this war comfort along to your soldier. It is one of the few luxuries the Govern- ment permits.