Notes

[alt text]

An image of a person shampooing the back of their head takes up the entire page. Text and an inset photograph of hands squeezing product out of an “Anhydrous Shampoo” tube are overlayed on the photograph.

[transcription]

Croda's new Syncrowax vegetable wax esters now make a super concentrated shampoo possible in a mini-tube no bigger than a lipstick.

Our Syncrowax helps make a mechanical gel without a lot of water. Since water as a diluent is available anywhere, you don't have to ship it in the shampoo...

So a lot less goes a lot farther.

One little dab on a finger can make as much lather as a whole handful of conventional shampoo.

And in an increasingly competitive hair care market, the economy of scale, combined with innovative packaging, vending and distribution can be a dramatic step toward increased profits.

Just think, now people will be able to carry a whole week's supply of shampoo in their pockets, make-up or attache cases. And since there's no water, it can't leak, spill or evaporate.

And Croda's Syncrowax technology doesn't just stop at shampoo. The possibilities are endless—moisturizers, sunscreens, make-up removers and things nobody's even thought of yet.

Fill in the attached business reply card for free samples of Croda's exciting new anhydrous Syncrowax technology.

Once the idea gets into your hair, you won't be able to get it out of your head.

New York, N.Y. 10010

Croda.

[additional notes] - Violet Webber

The visual of the ad demonstrates the claim of the text, that a tiny dab of product can lather an entire head. The exaggerated amount of shampoo foam reassures readers that this claim is accurate.

The overlayed photo of the tube and dab of product on the finger shows the precise amount needed for the benefits of the product.

Rather than emphasizing chemical composition, the ad focuses on portability, reduced shipping costs, and innovative packaging.

The reference to water removal reflects industrial interests in efficiency and material reduction. Meanwhile the slogan plays on both hair care and technological innovation.