Life, 1923-12-06 · page 77 of 84
Life — December 6, 1923 — page 77: what you’re looking at
What you’re looking at
This is a vintage **product advertisement**, not political satire. It promotes Colgate toiletries and cosmetics as Christmas gifts for the 1920s era. The page uses a map of Italy as a decorative frame, positioning different products around it with letter labels (A-P). At the bottom, four illustrated figures—representing a family (woman, older man, younger man, woman)—examine gift boxes, embodying the ideal consumers. The copy appeals to gender stereotypes of the period: women receive perfumes, powders, and compacts; men get shaving creams and dental products. Products have exotic names ("Orchis Extract," "Cha Ming Extract") suggesting luxury and travel. The "different" approach here isn't satirical but *aspirational*—positioning affordable Colgate products as sophisticated, travel-inspired gifts suitable for any family member. This reflects early-20th-century marketing's shift toward presenting personal hygiene and cosmetics as tasteful, necessary luxuries rather than frivolities.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ribbon Dental Cream. Here isa gift that is appropriate for young and old alike. Colgate's is the safe dentifrice. This gift will be useful for many weeks after the holiday. Florient Toilet Water. Flowers of the Orient blended ina delicate perfume that will please the most fastidious taste. Special Florient Combination. Florient Ex- tract, rouge and powder compacts. These necessary articles for the dressing table are a delight to the eye and pleasing in use. Put this gift on your list. O Orchis Extract. A unique French bottle holds this delicate Colgate blend—a per- fume that will be received with delight. C Cashmere Bouquet Soap—three cakes. An old-time favorite that never loses its charm, In an attractive holiday wrapping that will be appreciated by any member of the family. D Delightful Compact in black enamel. You may have initials engraved on it at small extra cost. Exquisite powder and mirror are offered here in convenient form. Toilet Water — Monad Violet, in chill winter weather brings to you the fragrance of fresh spring violets in its attractive Colgate package. J y 4 iy bint M Men’s Gift Box. Rapid-Shave Cream, Coleo (a popular Colgate soap) and Lilac Imperial Toilet Water in a Christmas box. An ideal gift for men. H Handy-Grip Shaving Stick. This gift with two refill sticks to fit the grip will be very welcome. It is especially appropriate for a man who travels, Box especially for children. Miniature bottles of La France Rose and Violet Per- fumes, and Cashmere Bouquet Soap, sure to please the little folks. Vanity Combination. Lip stick, rouge and powder compacts, in either black enamel or golden box. Any young woman will thank you for this gift. Perfume that is “different.” Cha Ming Ex- tract, suggesting the scent of many blossoms from the “flowery kingdom." A gift that she will surely enjoy Extract of Cashmere Bouquet. The fra- grance of the Vale of Cashmere is im- prisoned in this well-chosen gift. It is the same perfume that has been popular for years in Cashmere Bouquet Soap. Choose a Colgate gift for every one on your Christmas list. Mother and Sister will be delighted with Colgate’s Perfumes, Talc, Toilet Waters, and Compacts. Father and the Boys will be glad to get gift boxes with Colgate’s Shaving Preparations, Soaps, Toilet Waters, and Ribbon Dental Cream. COLGATE & CO, Established 1806 NEW YORK COLGATE’S Gifts that are sure to please comicbooks.com