Life, 1924-04-03 · page 55 of 60
Life — April 3, 1924 — page 55: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not satire. It promotes Van Ess Liquid Scalp Massage, a hair-loss treatment from early 20th-century America. The advertisement makes dubious scientific claims typical of the era: that baldness results from "infected sebum" (scalp oil) and can be cured by a topical treatment backed by a money-back guarantee. It cites statistics ("4 in 7 bald at 40") and appeals to authority ("Great dermatologists now employ it") to build credibility. The only cartoon on the page—captioned "Higher Housekeeping"—is unrelated humor showing a woman telling a painter not to drip on her flowers. It's filler content. The page reflects period attitudes: baldness was treated as a treatable disease rather than natural aging, and pseudo-scientific explanations were accepted marketing practice. The guaranteed refund was likely illusory protection, as customers would struggle to prove the product failed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
- LIFE - 45 pe fey | Is this the End of 7 wgneycn "| Kalling Hair and Baldness? the fireside than dine with the A Few Popular Beliefs Which Happen to Be Mainly True) That there are millions of dollars t Costs Nothing be made in : ; Unless we grow hair. That scandal is rife a mo} The Van Ess 3-bottle 4 treatment is abso- picture folk lutely guaranteed. Th t Youarethe sole judge. At most Yes Wall Street even That the majority of fa at we require is their signature showing taurants are extremely expe sienatare chewing That it is impos ment in New Yor That the ci That politics That bluff is « 10) no mean importance modern busines: That it is impossible to argue with “Witat makes friends? _,, —W7% needlessly, Investigation Shows! “What they don’t kn Science discovers baldness due to Simple Infection (Scbum). Now usually overcomes it. Hair actually grown on 91 dreads in 100, Written Guarantee to Grow Hair This is a direct offer to grow hair on your head. An offer backed by written guarantee, given by your own drug or department store. If we fail, it costs you nothing. Over 300,000 women have made this test in the last two years. Science has recently made amazing discoveries in hair treatment. It has | learned that while 4 in 7 are either bald, or partly bald, at 40, only about |nine in a hundred need ever be bald. Hair roots se die. They can be revived. We have proved this by re-growing hair on 91 heads in 100. Highest authorities approve this new way. Great dermatologists now employ it —many charge as muchas $300.00 forthesame basictreatment. Baldnessis not a disease. Itis merely a symptom of infection—of infected scalp oil called Sebum. Infected Sebum } Sebum is an oil. It forms at the follicles of the hair, Its / natural function is to supply the hair with oil. U, (ears But it often becomes infected. It cakes on the scalp; clogs the follicles and plugs them ns by the millions then start to feed upon the hair. Semi-baldness comes first; then comes total baldness. But remove that infection and your hair will usually return. We back this statement with a money-back guarantee. Henceitis folly for any one with falling hair not to make the test. Now We Remove It Our treatment is based on new principles. It penetratesto WY is New Way— the follicles of the hair, It kills intcction-removes the Note This New Way infectious Sebum, Fallinghairstops. Itrevivesthesickly, It Massages the Treatment Directly undernourished hair roots, makes new hair grow. Remem- into the Follicles of the Hair ber, itis guaranteed. You cas ove fre n that Van Fas Warrant Given by Your Dealer The guarantee is positive, and promptly met. You are the judge. Your own drug or department sto with each ~~ 3.bottle purchase. Go today, ask for the Van Ess Treatment. Pee propenr Apart eee If your drug or department store cannot supply you—use a ie la ery exsy 80 s0000, Ons the coupon. $1.80 per bottle. If you order a 3-bottle, 9-day ch day is enough treatment, wewillsend youawrittenmoney- 2 back guarantee. Send no money, we will ty Neen LABCRATORIER Ines supply by parcel post, collect. Orders from | VAN,ESS TORIES outside U. S. A. must be accompanied by E. Kinzie Street, Chicago, lll. postal money order. Please es Van Ese 1 HIGHER HOUSEKEEPING ps She (sweetly) > You'LL Be VERY CAREFUL NOT TO PROP ANY PAINT ON MY FLOWER Liquid BED, WON'T You? Scalp Massage comicbooks.com