Ladon | 1959

“Ein neuer Mensch – ein froher Mensch”: a new person, a happy person. In 1959, LADON promised the feeling of being born again, “feather-light and buoyant”, every time you washed.

It was sold as “the new skin-coloured soap”, and the price was part of the surprise: the ad ends with “…that this is possible for 50 pfennigs!”

In this ad we can see the classic ingredients of soap advertising: a laughing woman under the shower, foam on her face, a feather floating in the air.

We could not find out who made LADON, and the brand seems to have disappeared. The words “skin-coloured soap” also reveal their time: they assumed that skin had only one colour.

Text in the ad

Dieses herrliche Gefühl, wie neu geboren zu sein, sich federleicht und beschwingt zu fühlen … LADON gibt es Ihnen auf eindrucksvolle Weise.
Ein neuer Mensch – ein froher Mensch
Jetzt können Sie es täglich genießen, «ein neuer Mensch» zu werden. LADON schenkt Ihnen ein wundervolles Gefühl der Frische, das Sie bei jedem Gebrauch dieser neuen, hautfarbenen Seife immer wieder beglückt empfinden werden und nicht mehr missen möchten.
LADON – die neue hautfarbene Seife
… daß das für 50 Pfennig möglich ist!

Translation:
That wonderful feeling of being born again, of feeling feather-light and buoyant … LADON gives it to you in an impressive way.
A new person – a happy person
Now you can enjoy becoming “a new person” every day. LADON gives you a wonderful feeling of freshness that you will feel with delight every time you use this new, skin-coloured soap, and that you will never want to be without.
LADON – the new skin-coloured soap
… that this is possible for 50 pfennigs!

Brand

Ladon

Year

1959

Decade

1950s

Country

Germany

Medium

Magazine

Themes

Cosmetics