Life, 1920-09-09 · page 44 of 44
Life — September 9, 1920 — page 44: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward product advertisement for Williams' Shaving Soap, circa early 20th century. The page features a caricatured male face with exaggerated features (large nose, prominent smile) demonstrating the product's lather. The ad emphasizes the soap's qualities: rich, creamy lather that works in hot or cold water without drying on the face, and leaves no smarting or stinging sensation. The main innovation highlighted is the "Re-Load" stick—an economical refillable system where customers buy only replacement soap inserts (for 10 cents) rather than entire new holder-top units, saving money. The J.B. Williams Company, based in Glastonbury, Connecticut, manufactured multiple toiletries including soaps, face cream, and powder. The caricatured face was likely meant to appear friendly and trustworthy rather than satirical—typical advertising approach of the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
eg ‘ « ; a Witte Williams’ Shaving Soap also comes in the forms of cream, liquid powder, Trial size of any of ¢ for 6c in sta Send 10 cents for trial Re-Load Stick The Re-Load has a firm threaded metal co You y screw this into the Send ent holder-top, reduced size soap. When the sample is used sp, you need buy only the new Re-Load, saving the cost of a new holder-top. THE J. B. WILLIAMS CO. Dept. A, Glastonbury, Conn. Look into it! If you’re one of the few men who don’t know Williams’ it will pay you to follow the example of this smile-wreathed face in the lather and “0k into it to-morrow morning. You will find a rich, creamy lather of velvety softness that comes instantly, rises up as thick as you want it—and won't dry on your face! A lather that does its work easily and efficiently whether the water be hot or cold, hard or soft. And best of all, is the fecling after the shave of complete comfort—no unpleasant sensation of smart- ing or stinging. The Re-Load for the holder-top stick is perhaps the most economical handy way of getting the famous Williams’ lather. THE J.8.WWAMS COMPANY MAKERS ALSO OF MATINEE VIOLETS, JLASY CREAM AND OTHER TOWET SOAPS, TAC POWDIR. DENTAL CREAM ETC