Notes

[alt text]

Graphic advertisement featuring repeated orange sun-like circles beside technical text promoting a sunscreen chemical ingredient used in cosmetic formulations.

[transcription]

#WORLD’S LEADING SUNSCREEN

ESCALOLS* pioneered through Van Dyk’s research have been the first choice sunscreens for quality products for more than 35 years. ESCALOL 507 is now the most widely used sunscreen in the world.

ESCALOL 507 is highly resistant to wash-off because of its extremely limited solubility in water (approximately 1.5 × 10⁻³ mg/ml).

PABA, Ethoxylated and Propoxylated derivatives of PABA are much less resistant since they are more than 2,000 times more water soluble.

ESCALOL 507 is safe – nonirritating, non-stinging, non-sensitizing, non-phototoxic and gives a negative Ames test. It has been placed in Category I for concentrations of 1.4%–8.0% by the OTC Panel of FDA. It is a highly mobile, non-staining, UV stable liquid, soluble in oils and alcohol, and easily formulated into any type of cosmetic base.

*Padimate O — 2-Ethylhexyl p-Dimethylaminobenzoate

Since 1904

VAN DYK & COMPANY, INC.
Belleville, New Jersey 07109

[additional notes] - Violet Webber

This is the first ad from this time period that uses a form of graphic design rather than a photograph or drawing. The repeated orange circular graphics resemble sylized suns. This is an interesting visual choice for a sunscreen instead of showing it in action through beaches, people, or outdoor leisure scenes typical of consumer sunscreen marketing.

The ad assumes that durability, especially resistance to wash-off, is the defining technological challenge in sunscreen development. Reduced water solublity is framed as a performance advantage, highlighting how persistence on skin was historically marketed positively before later environmental and ecological concerns about sunscreen persistence emerged.

References to FDA categorization and the Ames test signal credibility. 

Escalol 507 is a trade name for Ethylhexyl Dimethyl PABA. It is an oil-soluble liquid sunscreen agent commonly used in cosmetics and personal care products to absorb UV-B rays and prevent sunburn. 

• https://www.drugfuture.com/chemdata/4-Dimethylamino-benzoic-Acid.html

• https://img.cosmeticsandtoiletries.com/files/base/allured/all/image/2020/07/ct.CT_116_09_049_08.pdf

• https://nepis.epa.gov/Exe/ZyPURL.cgi?Dockey=P1010UDW.TXT