Description
Black and white 9 3/4″ x 13 3/4″ ad that is for Listerine Shaving Cream. This ad starts off with the question “Who else seconds the motion that SHAVING CREAM can’t make shaving a pleasure?” and, then says, that “Men are flocking to try our no-hokum lather because our ads appeal to their intelligence”. Huh! It then says that “It is obvious that the question of which shaving cream you use is not of world-shattering importance. And just as obvious, that we’d like you to become a regular buyer of our product. But instead of starting our story with an unsupported promise of pleasure, we prefer the premise that the only fun connected with shaving is having the job over and done with. Of course we have to blow our own horn to sell our Listerine Shaving Cream, but we do not want to clog the mouthpiece with phony suds. So we don’t claim that using Listerine Shaving Cream is like pouring balm on troubled whiskers. We don’t pretend that our cream contains mysterious ingredients to air-condition your face. We don’t offer a single electron in a tubeful. We do say for Listerine Shaving Cream that it is a sensible shaving aid. In every fraction of an inch of this quality cream, there is lots and lots of good, rich lather which makes big billows of moisture-laden lather. This helps it wilt wiry whiskers, helps reduce the sting and nuisance of shaving. If after trying Listerine Shaving Cream, you think that you did not get your full money’s worth, we will gladly refund your money. Or double your money, if that appeals to you more – because a dissatisfied customer never does a product any good. If our reasonable claims for a quality product appeal to you, why not meet Listerine Shaving Cream face to face? Ask for it at any drug counter. The price is low, the tube lasts long, so it is just as smart to buy as it is smartless to use”. The ad claims that it costs 35 cents for the Listerine Shaving Cream and 25 cents for Listerine Brushless Shaving Cream.
Source: June 19, 1944 Life magazine.
