Life, 1920-10-07 · page 53 of 56
Life — October 7, 1920 — page 53: what you’re looking at
What you’re looking at
This is a **product advertisement**, not satire or political cartoon. It promotes Colgate's new shaving stick packaging system (80 cents), positioned as economical and convenient. The page emphasizes four selling points: buying a year's supply at once, reusable metal grip with replaceable refill sticks, habit-forming convenience, and mess-free lathering. The **circular inset photograph** (left side) demonstrates the product's ease of use—showing someone inserting the refill stick into the grip. The accompanying caption compares this to "putting a new bulb in a socket," making the refill mechanism relatable to consumers. The main product image (right) displays the complete package with grip, refills, and accompanying Colgate shaving products. This reflects early-20th-century marketing emphasizing **efficiency, economy, and modern convenience**—appealing to thrifty consumers during an era valuing practical, reusable design.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: bur Dealer now has “HANDY. 6 HIS new way of packaging the already popular Colgate’s Shav- ing Stick has several advantages which no other shaving soap gives ne Convenience-Economy ] You get a year's supply—at least—all at once. No more being “out of soap” ty e ” : have. And thi | oy ets One“Handy Grip” complete Handy Grip Shaving Sticks. ¥ f the Handy Gri ill Stick fit Gri ae eae rere Two Refill Sticks to fit Grip bit of your soap—and saves the pur- chase of a new metal box with each stick of soap. The Refills screw in as ° did the original stick. c Shaving Comfort 3 You will probably get the habit of using fora long time the stick, which is the most economical form of shaving soap, We can tell you this impartially because we make Shav- ing Powder and Cream as well as Sticks. 4ltis more than likely that you will also form the habit of shaving with Colgate’s, When you do, you will be once-for-all free from mussy “rubbing-in* h the fingers, as we have advert! since 1903, You will also learn the truth of the saying, “Lather with Colgate’s and Shave with Comfcrt” COLGATE & CO. Est. 1806 New York Like pucting ¢ new bulb in @ socket. Save the “Socket” of your Handy Grp — you ae need to buy a new one for erery new wick. Screw in a "Refill," just at you Krew ix ¢ fro clectne bulb, comicbooks.com