Life, 1922-07-06 · page 36 of 36
Life — July 6, 1922 — page 36: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a **product advertisement** for Colgate's shaving soap and the "Handy Grip" refillable stick dispenser. The page compares the convenience of replacing a shaving stick to replacing pencil lead, using illustrations of hands demonstrating the refill mechanism. The key sales pitch: the reusable metal grip lasts years while only the soap refills need repurchasing, making it economical (350 shaves per stick versus fewer from cream tubes at the same price). The ad emphasizes ease of use, comfort, and value, claiming superiority over competing shaving products—notably mentioning their own "Rapid-Shave Cream" to appear impartial while promoting the stick form. **This reflects early 20th-century marketing strategies:** comparing new products to familiar ones (the pencil analogy) and using hands-on demonstrations to show practical benefits.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The metal ‘Handy Grip,” con- taining a trial size stick of Colgate’s Shaving Soap sent for 10c. When the trial stick is used up you can buy the Colgate “Re- fills,” for the price of the soap alone. There are 350 shaves in a Colgate Shaving Stick—double the number you can get from a tube of cream at the same price. JUL Easier than Renewing the Lead in a Metal Pencil JUTTING a Colgate “Refill” Shaving Stick into the “Handy Grip” is like putting a new lead in a metal pencil — but easier, and done in an instant. StTW4vINNIW The “Handy Grip” and container will last for years. “Re- fills” cost the price of the soap alone. Lather with Colgate’s, and shave with comfort. Use hot or cold water. The fragrant, softening lather needs no mussy rub- bing in with the fingers. It makes shaving easy, and leaves the face cool and refreshed. The stick is the most economical form of shaving soap. We can give you this assurance impartially, since we make shaving powder and cream, as well as shaving sticks. But if you prefer cream, you will acknowledge when you have shaved with Colgate’s Rapid-Shave Cream that you never knew before how good a shaving cream could be. It is one of our latest products, made on a new principle, and brought to perfection after years of scientific effort. COLGATE & CO. Dept. 23 199 Fulton St.,N. Y. comicbooks.com