U. S. Radio (Oct 1957-Dec 1958)

Silk "n Satin, a lotion. AVhile both aid skin beauty, Pacquins is pitched as a utilitarian, indispensable remedy for women who work with their hands. Here is a typical commercial for Pacquins: You know how people will start talking when they're waiting for a bus. Well, that's how I started talking to this nurse the other morning. I don't remember how we got on the subject of hands, but what she had to say was pretty interesting. I never stopped to think about it before, but she said a nurse's hands really take a lot of punishment. She said their hands are in disinfectants and water sometimes as often as fifty times a day. So it really interested me to find that she and many nurses use Pacquins Hand Cream to keep their hands soft and smooth. I never knew there was anything so special or different about it, but she told me that nurses prefer Pacquins . . . because Pacquins was originally made for doctors and nurses, and that's why it's so rich, and is even healing for sore, cracked skin. Well, I said, no wonder you nurses rely on Pacquins. Oh yes, she said, in fact there was a survey just recently that showed more nurses use Pacquins than any other hand preparation . . . cream or lotion. And I'll go along with them, because I've been using Pacquins ever since I talked to that nurse, and my hands feel smoother and look better than ever. In 1928, according to Leeming's Mr. Jiniod, Pacquins was sold to the public for the first time. Originally made for doctors, dentists and nurses, Pacquins was so satisfactory that the patients who had heard about it began asking for some themselves. Pacquins Commands Brand Loyalty "Once we get a ctxstomer, we tisually keep her," said Mr. Junod. "We find great brand loyalty tor Pacquins. In fact, Leeming's does half the hand cream business in the country, and ^ve rely on quality to sell our products." The name, Paccjuins, appeared for the first time ^vhen Leeming's was preparing to launch it on the public market. Someone said, "Let's get a winning package," which was soon translated into "Pacquins," after a French twist had been added. Silk 'n Satin, a more recent addition to Leeming's beauty line, is approached on a glamor basis . . . whereas Pacquins is sold as a neces sity no woman can do without, Silk 'n Satin is marketed as a luxury every woman can afford. Here is a sample Silk 'n Satin radio commercial: Chant: SILK 'N SATIN! Now you can satinize every inch of skin with this softening lotion— Silk n Satin! Woman: With Pacquins' Silk 'n Satin you can satinize every inch of skin. Chant: SILK N SATIN! You'll see new youthful beauty from the lanolin in this softening lotion^Silk n Satin! Woman: Your skin begins to wake up when you use Pacquins' Silk 'n Satin. You'll see how it drinks in this soothing, softening lotion — so rich in lanolin. And more than lanolin — Pacquins' Silk n Satin lotion contains a humectant to refresh and moisturize your skin. No wonder it satinizes. Chant: SILK N SATIN! Whether the counncrcial is Silk 'n Satin, Pacqtiins, or Ben-Gay Leeming's faith in radio last year paid off so well that they're going back for more of the same this season, to the exclusion of all other media. In the words of John O'Connell: "We think we've got something." • • • U.S. RADIO November 1957 23