Life, 1928-06-07 · page 4 of 54
Life — June 7, 1928 — page 4: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or editorial content**. It promotes the "New Improved Gillette Safety Razor" as a luxury item. The ad emphasizes that the Gillette razor represents not mere "comfort but luxury"—comparable to owning fine jewelry or sporting equipment like golf clubs. The central image shows "The Cavalier," an ornate shaving set housed in an elegant black case with multiple accessories (brushes, soap containers, blade boxes). The copy notes Gillette manufactures ten models priced from $5 to $75, with decorative gold plating and leather cases. The marketing strategy targets affluent male consumers who "shamelessly demand" quality goods. This reflects early 20th-century consumer culture, where personal grooming products were positioned as status symbols rather than mere necessities.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HE New Improved Gillette is finished with the same meticu- Sux u VG lous care that goes comfort but luxury in their shaving equip- ment; it is used with the same perpetually into the making of a costly piece of renewed satisfaction with which a jewelry; it is bought by men who man picks up a favorite golf club shamelessly demand not merely or a perfectly balanced trout rod. THE CAVALIER “A Complete Shaving OutSt in Genuine Leather Case. Razor, Blade Box and Soap and Brush Containers brocaded in beautiful design and heavily gold plated. Initials hand engraved on various pieces and stamped.on case, With ten Gillette Blades (twenty shav- ing edges) 4 . $25.00 Men’s tastes differ; accordingly we | They resemble each other, however, make ten different models of the _ in two respects: they will all shave New Improved ona THE NEW IMPROVED plated in silver or gold, e ll cased in metal or fine 1 ette leather; and priced SAFETY RAZOR from *5° to $75 (livrenaENnarivsemRe you smoothly, surely and well, and they will all last a lifetime. Gillette Safety Razor Co., Boston, U. S. A. Wues return paper, as foll Firs “The of bat Elba.” Sece landed at Gay sides t clude ing a cannot Fou vance to wh approg march Seve forced an comicbooks.com