Photoplay (Jul - Dec 1927)

88 Photoplay Magazine — Advertising Section J$ut tJwi, why shouldn't sht ? "Lunch instantly!" Thus Joyce, as she danced from the telephone. "Bob's just up from Princeton with a fistful of matinee tickets." "Edouard, at two?" reminded Sally, wickedly. "Sunk!" wailed Joyce, flopping into a chair. "Edouard simply rages if I break a shampoo appointment." "Joyce, you're a dear goose. Your ingenuity is a burst bubble the instant Bob appears on the horizon. Go and concoct a few sandwiches, while I tell Edouard you've been called for jury-duty." "But my hair—" "Silence, child. Obey your elder.I'll shampoo your hair with Ivory while you're eating, and I guarantee to outdo the famous Edouard himself." And she did! When expensive "experts" disagree ~ What is the truth about complexion care ? A fashion magazine recently printed the "secrets" of four of the most widely known (and expensive) beauty "experts" in New York. No two agreed. Indeed, they flatly contradicted one another. For example — A — forbids massage B — bases her whole treatment on massage C — washes the face with "soap substitutes" D — insists that no water — warm or cool — touch the face. How is one to find the truth? Well, almost anyone with nerve and a little capital can set up as a beauty-expert — and then we get another crop of triple creams and magic methods, all "marvelously different." But there is no difference of opin ion among scientists. They say, in perfect agreement, "Wash your face daily with pure soap and water. "Do not be afraid of soap and water," says the Life Extension Institute, in its bulletin Care of the Skin and Scalp, "but be very much afraid of 'skin-foods' and 'marvelous' internal and external cures for skin troubles. As an ordinary hygienic measure the face should be washed once a day with water and a good quality of soap." A "good quality of soap" is scientific conservatism for "As fine a soap as you can buy." And Ivory happens to be as fine a soap as you can buy. No strong perfume, no artificial coloring matter, nothing but pure soap in its natural creamy white state, made from the very best ingredients obtainable. Daily washing with warm water and Ivory Soap is considered by millions of lovely women to be the best and safest beauty treatment they have ever used. If you have not yet used Ivory to preserve the beauty of your complexion, until August first we shall be very glad to send you — free— three cakes of the dainty new member of the Ivory family— Guest Ivor)'. Simply mail your request with your name and address to Procter & Gamble, Dept. 450-G, Cincinnati, Ohio. rp — . I'iV V" Quest IVORY IVORY SOAP ••• kinal to everything if touches 99^o% J>urz % JtJ/oats Cjuc\l WOKY-dx dainlij tm fern of IVORY 5 uots made cifKcialtij far Jacc and bauds Erery advertisement in rnOTOr-LAY MAGAZINE Is guaranteed. II