Word: soaps
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Dates: during 1940-1949
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TIME'S editors decided to do the Lever Bros. story three weeks ago, scheduling it for the first week in June when Charles Luckman's ascendancy to the $300,000-a-year presidency of the big soap firm's U.S. subsidiary was to be announced. That left a minimum of time for examining the massive Lever operation. Fortunately, Artzybasheff was available to draw the cover, which had to be done in a hurry...
Some Lever Bros. products were needed for background "scrap." We sent a researcher out to buy some. After visiting 16 stores she came steaming back to announce that only a few of the soap, oil, fat, etc. products we wanted were available, and didn't we know there was a shortage on. Luckman saved the day by sending us a boxful of the hard-to-get items. They're all gone now. After Artzybasheff had his pick, staff members hijacked what was left...
Drew Pearson, brash, breathless, and sometimes knowing Washington columnist, wearing a smile for the photographer and getting a kiss from bridal-veiled Daughter Ellen (as Thurman Arnold's son George, the groom, stood by), beautified a Woodbury beauty soap...
...till then Unilever's U.S. subsidiary had been largely the creation of President Francis A. Countway, an elegant patrician who sometimes seemed more like a Renaissance prince than what many people called him: "the greatest advertising man in the U.S." Lifebuoy soap was introduced from England in 1898, but it was Countway who, after a golf game one hot afternoon, invented B.O. to go with it. He had presided over the debuts of Lux Toilet Soap, Rinso, Swan and Spry. He had earned his huge salary (in 1939, $469,000, highest in the U.S. outside Hollywood) by boosting Lever...
...reach Unilever House is a Unilever secret. But few doubt that they are the basis of Unilever's ambitious postwar plans. Unilever expects to spend some $100,000,000 for expansion all over the globe. It also hopes to buy up what is left of the great German soap company, Henkel, and thus have close to a monopoly on the Continent...