Lux Laundry Soap, 1919

Lux Laundry Soap ad, 1919, originally uploaded by Gatochy.

From Taschen's "All-American Ads 1900-1919". Click image for 602 x 892 size.

"The pretties, the dainties, the flimsies"

'La, la, my dear, their washing is an art. It requires wisdom, genius and discretion fine as the clothes are fine.'

How did women ever keep their fine things dainty before they learned of Lux? In those old days - when cake soap was rubbed right on to fine fabrics, and particles of soap became firmly wedged between the delicates threads!

Today, you can cleanse these things yourself - keep then new with Lux. Lux is ever associated with the delicate, the filmy. To white garments it gives new 'whiteness and softness and life.' That is because Lux comes in delicate white flakes - pure and transparent. They melt the instant they touch hot water and whisk up into the richest, foamiest suds, that gently free the dirt! For silks or colored fabrics you simply add cold water to make the suds lukewarm.

With Lux, there is no ruinous rubbing of cake soap on fine fabrics. You just squeeze the delicate suds through the garments again and again and rinse three times in water of the same temperature as that in which you washed them.

Launder your loveliest things in richest bubbling Lux suds. It is so quick to whip up the rich Lux lather, so easy to squeeze the suds through the soiled parts. You will say you never dreamed your finest, frailest things could be cleansed with such delicacy!

Lux won't hurt anything pure water alone won't injure.

Your grocer, druggist or department store has Lux. - Lever Bros. Co., Cambridge, Mass.

Lux
No suds so wonderful as Lux for dainty things!"