Life, 1919-11-27 · page 36 of 36
Life — November 27, 1919 — page 36: what you’re looking at
What you’re looking at
This is a **product advertisement**, not satire or political commentary. The page promotes Colgate's shaving lather products (available in stick, powder, and cream forms) to early 20th-century male consumers. The central image shows a box of Colgate's shaving cream with text crossed out reading "A Shock Absorber for Your Car" — a humorous visual joke suggesting that quality lather provides comfort comparable to automotive shock absorption, emphasizing the product's cushioning properties during shaving. The detailed "hints" section below provides practical application instructions for three different Colgate formulations, emphasizing ease of use and comfort. The tagline "Lather with Colgate's—then shave with comfort" reinforces the brand's core selling point. The advertisement targets men's grooming habits and reflects early 1900s consumer marketing that emphasized modern convenience and comfort in personal hygiene products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Hints for Applying There is no need to rub Colgate’s lather in with the fingers. Don't do it—it only adds ‘‘mussiness”’ to what might be a a genuine With the Stick: After wetting the face, pass the stick over the cheeks from ear to ear and back again; then under the chin; once across the upper lip. This cives soap enough for any but the heaviest beard Work up the softening lather on the face with the wet brush—using hot or cold water. pleasure. With the Powder: First wet the face with the brush. Separate the bristles slightly with the thumb and sprinkle about one-third of a thimbleful of powder on the brush—you soon learn the exact amount you need. The lather is quickly worked up wi.h hot or cold water~on the face, Shave this way—and learn comfort. With the Cream: If you prefer to apply the cream to the face, always wet the tace first. If you squeeze the cream on the wet brush, wet the tace first. The plentiful, fra- grant lather is then worked up on the face with the brush—using hot or cold watet, according to preference. Lather with Colgate’s—then shave with comfort COLGATE & CO. Established 1806 = New York . —__ ow comicbooks.coiiyy