Word: soaping
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Dates: during 1960-1969
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...newswoman Sadie Burke, she nipped at the heels of Broderick Crawford in Hollywood's All the King's Men, winning an Oscar as the best supporting actress of 1949. She had been a radio soap-opera star (Big Sister, This Is Nora Drake). But Hollywood instantly claimed her as its new resident shrike, and she has lived out there over the past dozen years, making pictures like Johnny Guitar, Giant, A Farewell to Arms and Suddenly Last Summer. "Every day," she says, remembering Summer, "the makeup department would spend an hour making Elizabeth Taylor look more dazzling...
...television, the soap business is a bubbly world of pretty housewives showing off their blinding white wash, of jocular lady plumbers, and of children smearing their cherubic faces with soft, pure suds. In reality, the soap industry is one of the least jocular, least cherubic sectors of U.S. business. Last week on TV programs from Match Game to Monday Night at the Movies and on supermarket shelves across the U.S., the soapmakers were kicking and jabbing harder than ever in a battle over which will dominate the most lucrative spot in the market-the laundry room. Total soap and detergent...
Tide's In. The major soap manufacturers are often called the Big Three -Procter & Gamble, Lever Bros., Colgate-Palmolive-but a more apt description of the industry would be the Big One. P. & G. accounts for more than half the cleaning products sold in the U.S., and its profits are more than three times those of its competitors combined. P. & G. and Lever were once equals in the laundry room, but P. & G. rose to the top on Tide, the first powerful heavy-duty detergent; introduced in 1946, it is still the bestseller. Lever tried to counter with Rinso...
...propagandizing skeptical housewives into believing that cold water washes as well as hot will be long and costly-and no doubt P. & G. will rush out with its own cold-water products if Lever's is successful. To add to the complexities of the soap war, all three manufacturers will soon offer "soft" detergents that are designed to decompose in sewage systems and end the problem of the sudsy foam that has polluted the drinking water of many communities...
...threatening like a mad witch doctor. "It is I, the field marshal, who speaks," he boomed, posturing in his specially designed black uniform. "The power behind me is 999,999,000. I shall take severe measures, 88 times more severe than my predecessors. Anyone looting even a bar of soap will be liable to jail for no less than eight years. I can make 100 grenades in an hour...