Lever Brothers, 1900-1991
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The earliest advertisements are for Lifebuoy Soap. J. Walter Thompson Co. introduced Lux Flakes in 1915 and Lux Toilet Soap in 1925. The early Lux Flakes advertisements employed the talents of fine illustrators. Comic style advertising appeared in the 1930s ("Peggy Lux" and others). The Lux Toilet Soap campaigns began featuring movie and stage star testimonials in 1927. One noteworthy campaign dates from 1953-1954 when Irving Penn photographed some of Hollywood's most famous stars. The Lever Brothers advertisements for both Lux products also include photographs of car cards (subway and bus posters) from the 1920s. Other Lever Products include Stripe and Close Up toothpastes, Mrs. Butterworth syrup, and Lever 2000 bath soap.
[See also Oversize Boxes OV20-OV22; Oversize Folder 29.]
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