Word: soaps
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Dates: during 1940-1949
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Diffident Engineer Norcross told the American Institute of Mining and Metallurgical Engineers last February how he made the Cuban ore commercially workable by devising a special flotation process (grinding the ore, floating off impurities in a soap-and-oil solution, baking what is left...
...when they like to bathe best, he sometimes traps victims into saying "Saturday night." Among U. S,, common folk Saturday night is not only bath time but play time. Children, asked when they like best to bathe, are likely to answer "Christmas," or "On my birthday." Obvious application to soap-selling: depict bathing not as a virtuous task but as a frolic...
Centrepiece of a National Home Show which opened in Louisville last week was a low, rambling white house built inside Jefferson County Armory in five working days, complete with garden, fireplace, tangerine linoleum, taffeta bedspreads and soap in the soap dishes...
Gratifying as this was to President Little, it was no more than a temporary solace. For a universal commodity like soap has to be sold in heroic amounts to make money, and, unfortunately, there is little to choose between soaps. Hence competition is nerve-racking, with Procter & Gamble hanging on to some 40% of the U. S. business, C-P-P and Lever Bros. doing about 20% apiece - 200-odd soapmakers scrapping for the rest. Chief competitive weapon: advertising, for which the soapmakers' bill was a cool $40,000,000 last year. It cost C-P-P alone...
Result of this advertising fracas is that Americans are the cleanest people on earth. Annually they scrub themselves and belongings with some 24 Ibs. (equal to almost 110 toilet-size cakes) of soap apiece. Next come the Dutch, two pounds under the U. S. record. With its worldwide coverage in soaps C-P-P would be sitting pretty if other nations would follow suit. The hot-water-bathing Japanese, for instance. Last year the race that scorned Caleb Johnson's Palmolive did no better than six cakes of soap apiece...