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Lever Brothers Advertisement, Lux
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Lever Brothers Advertisement, Lux
An illustrated advertisement for Lever Brothers Limited, promoting Lux, a product for washing dainty fabrics, a box of which can be seen in the hand of the central woman in the picture, alongside some maids holding some materials, the shepherd girl mascot is sat at the bottom of the page, smiling, holding her crook upon which the sign reads, Wont Shrink Woollens. Date: circa 1918
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Media ID 32256770
© CLM Archive Collection / Mary Evans
Alongside Bottom Brothers Crook Dainty Fabrics Lever Maids Mascot Materials Product Promoting Reads Shepherd Shrink Sunlight Washing Woollens Volume
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EDITORS COMMENTS
This advertisement for Lever Brothers Limited, circa 1918, prominently features their popular product, Lux, designed for washing delicate fabrics. The central image showcases a woman, holding a box of Lux in her hand, surrounded by maids, each attending to various materials. The tranquil setting, with the sunlight streaming in through an open window overlooking a picturesque port, adds to the serene atmosphere. At the bottom of the page, the beloved Shepherd Girl mascot sits contentedly, her crook resting on her lap. The sign attached to her crook reads, "Won't Shrink Woollens," assuring customers of the product's ability to maintain the integrity of their woolens during the washing process. The colorful and intricately illustrated advertisement, taken from the April volume of a magazine, showcases the attention to detail and artistry that was common in advertising during this era. The use of the Shepherd Girl mascot, who had been a fixture in Lever Brothers' marketing since the late 1800s, added a sense of familiarity and trust to the brand. Overall, this advertisement effectively conveys the message of Lux as a gentle and effective solution for washing dainty fabrics, while also evoking a sense of calm and relaxation.
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