Lux Laundry Soap, 1918

Lux Laundry Soap ad, 1918, originally uploaded by Gatochy.

From Taschen's "All-American Ads 1900-1919". Click image for 580 x 894 size.

"Too precious for ordinary soap and water, but safe in these delicate suds

Precious - that's exactly the word. That dear little blouse for which you paid just twice as much - how you prize it!

That exquisite silk underwear - those shimmering stockings, which you simply could not get at the old price - they must now last twice as long. You can't be too careful of them.

Dresses! It seems ridiculous, the prices you must pay for them now. And that adorable little sleeveless sweater - just a wisp of pale blue yarn, it seemed - it is really a very, very precious little sweater. in dollars and cents as well as in beauty."