Ivory Soap ad, 1920s
“How Youth ‘de-bunked’ clothes - and living
Youth demanded simple clothes instead of these fussy, elaborate styles of the 1900’s. Clothes more expressive of youth’s own slim, natural grace - clothes easier to wear in the thousand-and-one activities of modern women!
Youth wanted entertainment simplified, too. Informal suppers and tea-dances - for stately mid-Victorian dinners and cotillions!
And haven’t you noticed how our modern young women have taken simplicity for the keynote in furnishing their homes? Youth has taken the artificiality out of American taste. Today down to the smallest details of appointment, the simplest taste is the best.
Even in choosing toilet soap
Where thrity years ago, on bathroom toilet stands you found gaudy-colored soap in florid wrappers, today you see the well-bred simplicity of Ivory. Ivory is a favored soap in Boston’s quietly beautiful Back Bay, on Chicago’s select North Shore, in the distinguished homes that line North Washington Square, New York City.
These thoroughly moderm women of cultivated taste like Ivory’s delicate, unpretentious whiteness. This is just another proof of Ivory’s refinement, of course. It means absolute purity in the oils that go into Ivory’s blending. Ivory knows no artificial ‘make-up’.
Lather that is royally lavish
They enjoy Ivory’s gentleness, too, the soft indulgence of its lather. And the smooth freshness of skin that results when the royally lavish suds have been rinsed away. They like the courtesy with which Ivory flaots - so that they can always keep it within reach!
And being really sophisticated, these women are not misled by Ivory’s modest price. It is Ivory’s own good taste that is responsible. Its lack of tinsel, bright colors, strong perfumes! They know that if they paid a dollar a cake, they could buy no finer soap.
If you have never tried Ivory won’t you let us contribute to the acquaintance? Until September first we shall be very glad to send you - free - three cakes of the dainty new member of the Ivory family, Guest Ivory. Simply send your request with your name and address to Procter & Gamble, Dept. 450-H, Cincinnati, Ohio.
Ivory Soap The best taste is the simplest taste”