Word: soapless
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Dates: during 1950-1959
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...your Sept. 7 article on beatnik wnting, you refer to "Jack Kerouac's soapless saga, The Subterraneans," as though in lacking soap it therefore lacked an essential ingredient. I have heard of soap operas, but I was not aware that a detergent was an essential part of a saga...
...copies. The really far-out beatniks do even better. Allen Ginsberg's effete epic, Howl, published by Ferlinghetti, is up to 40,000 copies in print, and Fantasy Records is preparing a disk of Ginsberg reading Ginsberg, including some passages too naughty to print. Jack Kerouac's soapless saga, The Subterraneans, is doing so well (over 40,000 sold, not counting paperbound reprints) that M-G-M advance agents are prowling San Francisco's Beatland for material for a film. Latest beatnik hit, published last month: a murky outpouring called Second April ("O man, thee is onion...
...makes cotton and rayon flame resistant. They have also produced a revolutionary new insulating material called Teflon. Out of Greenewalt's old specialty, high-pressure synthesis, came some long-chain alcohols which long seemed useless, but have now made Du Pont a prime supplier of raw materials for soapless soaps (detergents). In a pilot plant at Wilmington, Du Pont is turning out titanium metal-as light as aluminum, but as strong and corrosion-resistant as stainless steel. Titanium is costly now, but Du Pont remembers that aluminum once cost $12 a pound, thinks titanium has a big future...
...burst will be in the central area; few can escape. But heavy rain, strong wind, or an underwater burst may spread radioactive matter to areas with many survivors. They should get out of their clothes as soon as possible and wash themselves with soap, or better, the "soapless" detergents now in most U.S. kitchens.* Lacking water or soap, vigorous rubbing of the skin with uncontaminated paper or cloth will help...
Wonderment. Procter & Gamble, No. 1 U.S. soap producer for generations, had in recent years pushed Lever even farther back in second place-notably by its aggressive selling of synthetic detergents (soapless cleansers), the industry's biggest postwar phenomenon. Lever's big mistake was its failure to anticipate the popularity of detergents. When Luckman took over, Lever had no detergent on the market. By the time Luckman brought out "Surf" in early 1948, P. & G.'s "Tide" was already sweeping the market-and had no trouble holding its lead...