{"product_id":"1906-ad-ivory-soap-edwardian-fashion-women-costume-garment-procter-gamble-118575-mx7-018","title":"1906 Ad Ivory Soap Edwardian Fashion Women Costume Garment Procter \u0026 Gamble MX7","description":"This is an original 1906 black and white print ad for the Ivory Soap from Procter and Gamble Company located in Cincinnati, Ohio. \n\n\u003cp\u003eCONDITION\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 105+ year old Item is rated Near Mint \/ Very Fine. No tears. No water damage. Please note that there is some aging and creasing along the margin edges. There is some light blemishing throughout. \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eProduct Type:\u003c\/b\u003e Original Print Ad; Black \/ White\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eGrade:\u003c\/b\u003e Near Mint \/ Very Fine\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eDimensions:\u003c\/b\u003e Approximately 10.25 x 15 inches; 26 x 38 cm\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eAuthentication:\u003c\/b\u003e Serial-Numbered Certificate of Authenticity w\/ Full Provenance\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eProtection:\u003c\/b\u003e Packaged in a custom archival sleeve with an acid-free black board (great for display, gift-giving, and preservation)\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eIvory Soap.  \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThe worldÕs biggest advertiser all began with one product: Ivory Soap. \u003c\/p\u003e\n\n\u003cp\u003eJames Norris Gamble, son of cofounder of Procter and Gamble, had aspirations of breaking into the Castile soap market; so, in 1878, he purchased a soap formula from a competitor. After refining the soap, Gamble began selling his ÒWhite Soap.Ó\u003c\/p\u003e\n\n\u003cp\u003eIn 1879, an employee at the factory had accidentally left his soap mixing machine on while he was on a lunch break. This caused an excess amount of air to be mixed into the soap. When the manager decided the soap had not been detrimentally compromised, the boxes of soap were shipped. Just weeks later Procter and Gamble received an influx of orders requesting more of the Òfloating soap.Ó \u003c\/p\u003e\n\n\u003cp\u003eSome time later, Harley T. Proctor, son of cofounder of Procter and Gamble, changed the name of the soap from ÒWhite SoapÓ to ÒIvory SoapÓ when he was inspired by a bible reading (Psalms 45:8) during church, which incorporated the term ÒIvoryÓ into the text.  In 1879, the product was trademarked as such. \u003c\/p\u003e\n\n\u003cp\u003eIn 1882, Procter and Gamble appropriated a vastly substantial advertising budget (around $11,000Ña very large sum at the time) to market the Ivory soap product nationally.  The very first Ivory soap advertisement was featured in a religious weekly publication called the \u003ci\u003eIndependent\u003c\/i\u003e.  The soap was marketed as a laundry soap with all of the same qualities as a luxury toiletry soap.  In efforts to stand out among fierce competitors, the company incorporated purity claims into its advertising. Additionally, Procter and Gamble capitalized on its floating property, which informed consumers of its convenience in being able to locate the soap in the laundry washtub.  The company also utilized an interactive advertising campaign, which encouraged consumers to write in about their experiences with the soap, as well as creative and unusual uses for it. The categories were split into two books and published for the masses. Later, Procter and Gamble created a marketing promotion that included a miniature soap cake, which could be attached to a watch chain for convenient access. \u003c\/p\u003e\n\n\u003cp\u003eDuring the 1930s, Compton Advertising, employed by Procter and Gamble and later absorbed by Saatchi \u0026amp; Saatchi, incorporated Ivory Soap radio programs into its advertising. In 1938, \u003ci\u003eLife Can be Beautiful\u003c\/i\u003e made its debut, followed by \u003ci\u003eAgainst the Storm\u003c\/i\u003e in 1939, and \u003ci\u003eBrave Tomorrow\u003c\/i\u003e and \u003ci\u003eI Love a Mystery\u003c\/i\u003e in 1943. \u003c\/p\u003e\n\n\u003cp\u003eDuring the 1950s, Ivory Soap expanded its scope by introducing dishwashing detergent. During the 1980s, the company came out with Liquid Handsoap, followed by its line of body wash in 1996. \u003c\/p\u003e\n\u003cp\u003eCopyright 2016, Period Paper LLC\u003c\/p\u003e\u003cp\u003eKeywords specific to this image:  Vintage Advertising, ornamental borders, cleansing products, household products, bath products , The Ladies' Home Journal, Magazine\u003c\/p\u003e\u003cp\u003eMX7A9C06 \u003c\/p\u003e","brand":"Period Paper","offers":[{"title":"Default Title","offer_id":33541651857,"sku":"118575_MX7_018","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1021\/8371\/products\/MX7_018_d2f2a580-fa69-4d08-a910-e753ffde6ece.jpg?v=1571709318","url":"https:\/\/www.periodpaper.com\/products\/1906-ad-ivory-soap-edwardian-fashion-women-costume-garment-procter-gamble-118575-mx7-018","provider":"Period Paper Historic Art LLC","version":"1.0","type":"link"}