Life, 1924-08-21 · page 29 of 36
Life — August 21, 1924 — page 29: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. The page promotes Eau de Cologne No. 4, a men's toilet water, capitalizing on its return to the American market after a decade-long absence due to World War I import restrictions. **Key selling points highlighted:** - Reduces facial shine and perspiration ("you can't look your best if your face is shiny") - Used by European royalty for 200+ years (lists kings of England, Belgium, Spain, Portugal, Greece, Japan, Denmark, and emperors) - Original formula since 1709 - Practical benefits: closes pores, prevents infections, improves shaving **The imagery** shows a well-groomed man in formal attire (top hat, cane) and a bathroom mirror scene, reinforcing masculine grooming. The advertisement's nostalgia—emphasizing pre-war availability and royal prestige—exploits post-WWI consumers' desire for restored European sophistication and normalcy. This reflects 1920s advertising's emphasis on personal hygiene, class aspiration, and masculine self-presentation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
E name Eau de Cologne is so jousthat many do not realize « exclusively applies to the ic toilet water made since the family of Johann Maria Importations have just been d after 10 years when the evented its manufacture. more than 200 years this fa- cosmetic has been the choice «d's royalty. From among any royal warrants granted ‘e Cologne, the following are joy most representative: EDWARD VII, Kingof England PEROR NAPOLEON III POLD I, King of Belgium ALPHONS XII, King of Spain OUIS 1, King of Portugal ORGE I, King of Greece = TENNO OF JAPAN HRISTIAN VII, King of Denmark {PEROR FRANCIS JOSEPH I DRO M1, Emperor of Brazil HARLES 1, King of Roumania nuine Eau de Cologne is sold 1a the package as illustrated. cer shops everywhere. Insist ¢ original and genuine. Jn three sizes at druggists sce bottle, 65c; t-ounce, $1.25; 8-ounce, $2.00 WOLD WO OEWOI DEO OOOO YWIOE-WWF OE WWI OE-WUIOEWUFO You can’t look your best if your face is shiny This is the way to keep your face cool, clean—to reduce perspiration and lock your best even on hottest days ERE is the secret of well- groomed men who keep cool and attractive in summer. How they keep their faces and noses from ap pearing shiny. It is the way to have a ruddy, healthy skin. The secret is for all. If you, too, would look your best under all conditions, read this. This is an old cosmetic toilet water used by men for twenty gen- erations. Ten years ago it could be found in every bathroom in Amer- ica. Then the war, and importations ceased. Today it is back again for the first time since 1914. __ This old favorite is Eaude Cologne —No. 4—the only really masculine toilet water. When used after shav- ing it is exhilarating. It harmlessly closes the pores, and keeps the face smooth—free from infections or eruptions. It reduces perspiration, the cause of shine. Use it, and feel and look your best even in the worst hot weather. Today get Eau de Cologne— No. 4 at your drug store. And to- morrow morning, after your shave, rub a few drops on your face. Feel the instant glow of health—the cool clean feeling. It makes a good shave better. Insist on No. 4—many imitate, but this is the only original and gen- uine since 1709. See the bottle and carton as illustrated. Get yours to- day. You'll never want to be with- out it again. Exclusive Sales Agents HAROLD F. RITCHIE & CO.,Inc., 171 Madison Ave., New York City SERVICE LABORATORIES, Inc., CHICAGO, Sole Importers and Distributors for the U. S. A. comicbooks.com