Word: toni
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Dates: during 1950-1959
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When it bought the Toni home permanent wave slightly more than two years ago, Gillette Safety Razor Co. paid plenty for its new investment. The total: $20 million to Toni's Yale-bred, back-slapping Owner Richard Neison Wishbone Harris (TIME, Jan. 19, 1948), of which $12 million was cash. (The rest was to be paid out of Toni profits.) But the deal certainly gave Gillette's profits a well-barbered look. Last week Gillette President J. P. (for Joseph Peter) Spang Jr. announced that in 26 months Gillette had earned $8 million after taxes on Toni. With...
...means of acquainting our students with the American idiom." That idiom, however, is often baffling. Says Richardson: Even our German employees find many phrases in TIME puzzling and come to us to have them translated. Some questions : "What does this expression 'get cracking' mean?" "What is a Toni?" "What are daisy hams?" "Why do you say 'cool' cash?" "What kind of man is a square...
Before Godfrey, such words on a commercial program (sponsored by Toni, Inc., in this case) might have cost a radio performer his job. No one on the network air ever had the unbuttoned nerve to talk with his mouth full, use sloppy diction, give free plugs to non-sponsoring products or blithely ad-lib whatever popped into mind...
Luckman, moreover, had spent millions expanding Lever into sidelines which so far have not been profitable, such as home waves (his "Rayve" was no match for "Toni"). He had also bought Jelcke margarine last year just when the margarine industry made its deepest price cuts in years. Even Pepsodent toothpaste, which Luckman himself had built to a par with first-place Colgate's, had again fallen behind. Like other soapmakers, Luckman had also been caught with inventory losses...