LEVER | 1950
In 1925 Lever Brothers, now Unilever, launched one of the world’s best-known soaps in the United States. It reached Brazil in 1932 as LEVER and from 1963 took the name it still has today: LUX.
Always linked to Hollywood glamour, the brand used film stars as its faces, a practice that later became common worldwide.
In the 1950s LEVER ran a series of ads with the most famous actresses of the day, always ending with the same line: “Used by 9 out of 10 film stars”.
This ad, featuring Dorothy Lamour, ran in the Brazilian magazine O Cruzeiro in September 1950.
Text in the ad
“Seja mais adorável esta noite!” com o novo e perfumadíssimo Sabonete Lever!
Diz: Dorothy Lamour (Paramount)
Agora também em vantajoso tamanho banho
Usado por 9 entre 10 estrêlas do cinema
Translation:
“Be lovelier tonight!” with the new, extra-fragrant Lever soap!
Says Dorothy Lamour (Paramount)
Now also in a handy bath size
Used by 9 out of 10 film stars
- Brand
- LEVER
- Year
- 1950
- Decade
- 1950s
- Country
- Brazil
- Medium
- Magazine
- Themes
- Cosmetics, Fashion
- Original publication
- O Cruzeiro, 1950
