The Ash Twins Blog

From an article in the Economist about the history of cleanliness:

There seemed to be no end… to the inventiveness of American firms when it came to setting new hygienic standards. All-over washing, the application of deodorant, the shaving of armpits, dental mouthwash: each was transformed into essential rituals for the self-respecting modern American woman.“But I’m 31…I’ll never get married now!” wails Frances, a glossy-haired young woman leaning forlornly against a tree, in a 1936 advert for Lux soap in the Woman’s Home Companion. Fortunately, her girlfriend has a tip to help her win back her beau: washing her underwear in Lux. “Avoid Offending!” instructs the ad. “Many girls lose out on friendship, romance, happiness—because of one shocking, unforgivable fault…perspiration odour in underthings.” Thanks to Lux, Fran learned to wash her underwear in fragrant suds, and thus to hold on to the man of her dreams.

American soapmakers devised an ingenious way to market their product. They sponsored drama series on radio, and later television, designed for the suburban housewife, known as soap operas. Procter & Gamble was behind “The Guiding Light”, first broadcast on radio in 1937, and which became the world’s longest-running soap opera. Lever Brothers and Colgate-Palmolive were also enthusiastic sponsors.