Description
Black and white 9 1/4″ x 13″ ad that is for Listerine Tooth Powder. The ad starts off with the headline that “We Replaced An Enemy With A Friend…and created a delightful new soapless Tooth Powder”. Then the ad shows three pictures, the first one is labeled “Animal Enemies” and the text says that “Just as cats and dogs are natural enemies in the animal world…”. The second picture is labeled “Chemical Enemies” and the text says that “So in the chemical world are certain wonderfully fine cleansers which are “chemical enemies” of soap, and hence could not be used in tooth powder that contains soap”. The third photo is labeled “Could We Omit Soap?” and the text says that “If we could use these 100% costlier polishers and cleansers, our research men argued, we could produce a tooth powder simply without equal. We must find something to take soap’s place”. There is a fourth picture lower than the first three and it is labeled “From The Wool Industry We Learned The Way”. It then says that “The wool growers found that soap was not washing wool clean enough to take coloring properly. After countless experiments, they turned to an amazing new ingredient that outcleans soap – even outfoams it. That ingredient is now included in Listerine Tooth Powder“. In the center of this ad it shows a drawing of a container of this product with the words Listerine Tooth Powder printed on it and the claim “Cleansing and Invigoration such as you have never known. 40 cents and 25 cents”.
Source: June 21, 1937 Life magazine.
