Word: irium
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Dates: during 1950-1959
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...Irium & Bullium. "Each of us has a bit of Walter Mitty in him. We like to feel cut in on the mysteries of nuclear physics and biochemistry. Few of us will ever find uranium in our vegetable gardens, but we can all have razor blades treated with duridium, shoe polish with lanolor, warfarin for killing rodents, irium in our toothpaste. We can even make topsoil in the backyard with fluffium. As a wag put it not long ago, all we need now is bullium...
Hucksters of toothpaste, who have plugged their products with such mysterious words as "Irium" and "ammoniated," now have a new open-sesame to sales. The word is chlorophyll, the substance that makes plant life green. Lever Brothers was the first to market a chlorophyll toothpaste; in two months its bright-green, minty Chlorodent has helped push Lever, which also sells Pepsodent, from third to second in toothpaste sales. By last week, Chlorodent had thrown such a scare into the rest of the industry that Colgate, the No. i toothpaste seller, as well as Bristol-Myers (Ipana), Whitehall Pharmacal (Kolynos...