Historical information

The mid 1900's provided the start of "the body beautiful" revolution. The cosmetic industry, with the help of quasi scientific selling advertising slant targeted those "customers" that needed the "extra care" factor that only their product could offer. At this period in time their advertising power was based on in store, radio and newspaper media channels with saturation levels relatively low. In the later years of the 1900's saturation levels and a wider range of products and increased competition further increased the product saturation levels available to the buying residents. With the introduction of television the advertisements become more elaborate and "catchy" words, phrases and comedy type situations helped boost the advertising "pitch" and subliminal undertones to effective levels required for a highly competitive health related market place.


















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Significance

This subliminally,"medically" endorsed product was one of many during the great "spin" revolution of product marketing and selling. This item is significant in that it demonstrates that greater infusion of product awareness throughout rural areas was highly successful through a greater variety of advertising media. It also demonstrates that in a highly competitive marketplace there are no physical boundaries that impinge upon the distribution of products and services. The rural sector is a highly lucrative region for any product that helps protect the body from all the "nasty's" that become more noticeable in a rural environment.

Physical description

This rectangular box which had contained cuticle soap is constructed from cardboard and reinforced by a black nylon impregnated sheeting. This impregnation was required to keep the box from soaking up any water from the user's hands.

Inscriptions & markings

The top section of the box(lid) has and in large print "KELSEY'S" top line followed by "CUTICLE" off to the right and underneath and to the right "SOAP". Below this and in smaller print is "MEDICINALLY..." below this and in smaller print "EMOLLIENT AND REFRESHING, REDOLENT, CLEANSES, CURES, PRESERVES, PURIFIES." and last line underneath "SPECIALLY ADAPTED FOR TENDER SKIN" On each of the sides of the top lid are, side 1 "INVALUABLE FOR THE NURSERY." underneath in smaller print "JOHN M. KELSEY CO." to the left of this and on a green backed highlighter "No. 1744 - Guaranteed under Pure Food Act, 1908, N.S.W. by John M. Kelsey Co. - No. 1744. Melbourne, Victoria." On the right side and in large print "KELSEY'S CUTICLE SOAP" on the next side and also a similar sign on the opposite side "SPECIALLY ADAPTED FOR TENDER SKIN." below this "JOHN M. KELSEY CO." "Registered" and on the other long side in large print "SPECIALLY ADAPTED FOR TENDER SKIN" underneath in smaller print JOHN M. KELSEY CO. Registered"