Life, 1922-06-15 · page 36 of 36
Life — June 15, 1922 — page 36: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. Colgate & Co. promotes their refillable "Handy Grip" shaving stick holder through a creative marketing campaign. The page shows circular photographs demonstrating various everyday refilling scenarios—inserting new blades in razors, shells in guns, light bulbs in sockets, batteries in flashlights. These analogies reinforce how convenient the refillable shaving stick system is. The marketing strategy is clear: readers submit suggestions for "other things like refilling a Handy Grip," and Colgate rewards them with a free sample. This encourages consumer participation and brand engagement. The key selling point: refills cost only the soap price, saving 10¢ per replacement—emphasizing economy and practicality to Depression-era consumers concerned about value. This represents early 20th-century consumer advertising targeting male grooming habits through relatable, familiar comparisons.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Can you think of other things like refilling a “Handy Grip”? 'HE ease with which Colgate’s “Refill” Shaving Stick can be put into the “Handy Grip” js shown in these illustrations. Can you think of other similar conveniences that are like putting a “Refill” Shaving Stick in the “Handy Grip”? Write your suggestions on the attached coupon, mail it to us, and we will send you, free, a “Handy Grip,” with a trial size Shaving Stick. You can buy the Colgate “Refills,” threaded to fit this Grip, for the price of the soap alone. Thus you save 10c on each “Refill” you buy. In hot water or cold, in soft water or hard, there’s nothing like Colgate’s for the luxurious, moist lather that means an easy shave. Be sure to fill out and mail the coupon. COLGATE & CO. Est. 1806 NEW YORK NN IW NN IW COLGATE& CO. %, Dept. 23 199 Fulton Street New York N In addition to being like & putting a new blade in a razor, like putting a new shell ina gun, like putting a new light in a socket, and like putting a new battery ina flashlight, putting a Colgate “Refill” in the “Handy Grip” is like Sitoava (Name). (Address). comicbooks.com