Life, 1922-11-09 · page 36 of 36
Life — November 9, 1922 — page 36: what you’re looking at
What you’re looking at
This is a **Colgate advertisement**, not political satire. The page promotes Colgate's "Handy Grip" refillable shaving stick system. The central image shows hands inserting a shaving stick into a metal container, illustrating the product's key selling point: easy refill replacement. The headline compares this to "putting a new film in a camera"—a relatable analogy for early-20th-century readers familiar with camera film cartridges. The copy emphasizes **economic value**: the reusable metal grip lasts years; refills cost only the price of soap (no container markup); and the stick format provides 350 shaves versus fewer from competing cream tubes at equal price. This represents **early consumer product marketing** emphasizing convenience, durability, and value—positioning the innovation as modern and efficient technology. There is no political message or satire present.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
= SSatrse ‘ The metal “Handy Grip,” containing a trial size stick of Colgate’s Shaving Soap sent Like Putting a New Film for) Whenti tit aik usec iD yor ry gate” Refills,” forthe price Col ° ofthe soap alone, There are in a amera 350 shaves ina Colgate Shav- ing Stick—double the number, you can get from a tube ream at the same price. UTTING a Colgate “Refill” Shaving Stick into the “Handy Grip” is like putting a new film in a camera—easy, simple, and done in an instant. The “Handy Grip” and metal container last for years. When you need “Refills,” buy them for the price of the soap alone. In hot water or cold, in nard water or soft, Colgate’s lathers quickly, and needs no mussy rubbing in with the fingers. It 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 ona new principle, and brought to perfection after years of scientific effort. COLGATE & CO. Dept. 23 199 Fulton St., New York comicbooks.com