P&G FATTY ALCOHOLS

[Alt Text] Silhouette of female head gazing upwards. Woman has a small sharp nose, defined chin, long eyelashes, and long wavy hair.

Transcription:

P&G FATTY ALCOHOLS

Does her hair shimmer? Is her skin smoother? Her hands, are they softer?

One of the applications we fit beautifully.

Cosmetics answer the above questions, yes. Cosmetics – those wonderful items women indulge millions of dollars in. And Procter & Gamble fatty alcohols often help make the beauty-aid miracles work! There are fatty alcohols as opacifiers in shampoos. As dispersing aids in hair-conditioning rinses. And in hair-grooming preparations, acting as emulsifying and viscosity control agents. And in nail-polish removers, as a nail conditioner, where they also reduce the drying effect of the solvent. Your wife can even thank a fatty alcohol for helping her nails to bend, not break. And, of course, our higher fatty alcohols are especially big in hand creams. Mostly as emollients. Lubricating. Softening. That's what the ladies like. Few ladies know what fatty alcohols do for them. That’s OK. But do you know what they can do for you? Much more than we’ve said here. In many areas other than cosmetics. And, we’ve got other industrial chemicals too. For more about them, write to: Procter & Gamble, Industrial Chemicals Sales, P.O. Box 599 WE, Cincinnati, Ohio 45201. In Europe, write to: Procter & Gamble, Industrial Chemicals Sales Dept., P.O. Box 9, Hayes Gate House, Hayes Middlesex, England.

Comments: The advertisement’s reference to shimmery hair, smooth skin, and soft skin exhibits these as cultural values surrounding female beauty. The advertisement surrounds female beauty as they claim that women are the primary customers for cosmetics, spending “millions of dollars” on them. By stating “that’s what the ladies like”, the advertisement claims to understand customer demands and desires, however, I doubt that at this time there were many female employees contributing to this product. Language such as “them,” referring to female customers, conveys a tone of women being othered and a separate group of people compared to the predominantly male professionals in the food manufacturing and chemical industries.

Leila Dubon