Notes

A black and white image of a person’s left hand interlaced over another person’s left hand.

Is this the moment for compromise?

Amerchol expertise says no. Our exclusive saponification process generates lanolin derivatives without destructive rearrangement and degradation. It is unique. We avoid the usual harsh caustics to keep our derivatives very natural, and very gentle. And our modern plant facilities deliver the purity and uniformity that assure you it’s Amerchol, batch after batch. Quality, respected worldwide.

Amerchol L-101. The finest liquid extract of lanolin alcohols, for emulsions, dispersions and aerosols. An active emulsifier and stabilizer, with natural moisturizing qualities.

Amerlate P. The buttery isopropyl lanolate with exceptional lubricity and stick surface gloss. Its pigment wetting performance in make-up systems is unequaled. 

Amerchol expertise. No compromise.

Amerchol 

a Unit of CPC International Inc.

Amerchol Park, Edison, New Jersey 08817

(201) 287-1600        Cable: Amerchols

Telex: 833 472 Amerchol Edin

While not as gendered as a previous Amerchol in this 1973 journal, it still has gendered elements. This is primarily seen in the image. One of the hands appears brighter and smoother, while the other looks darker and has more wrinkles. Amerchol possibly wanted to convey to manufacturers through this image that if they “had a hand” involved in the product manufacturing process, hands that used to be wrinkled and more dry-looking could potentially become soft and smooth.

In both ads, the word “compromise” is used to suggest to manufacturers that they don’t have to sacrifice anything to get the quality and kind of product they want. This would definitely be a strong selling point.

Christy Lam