Quick Lux Flakes
Wins Hand Test
-- Melville Ruick
Lincoln, Me. (DG)—
New Quick Lux Flakes was introduced, it was the best Lux
Flakes made to date. On paper, this new version didn’t look much different from
the previous Lux Flakes.
The blue box was the same on the outside, and the soap flakes inside
also looked the same. Although
the soap flakes looked the same, there was a difference.
Once it came in contact with water, New Quick Lux dissolved
quickly and completely into rich white suds.
There was no messy soap gunk on the bottom of the dishpan.
impressive as quick dissolving sounded, there was another reason why New
Quick Lux was better than ever. The
radio listeners would know why it was better on a 1940 broadcast of the
prestigious LUX RADIO THEATER.
between acts of the program, announcer Melville Ruick described how Lux and
5 other major soap brands took part in “The
testing was done at a famous laboratory with hundreds of women participating.
In front of each seated lady, there were 2 dishpans full of water. 1 dishpan had New Quick Lux mixed with water,
and the other dishpan had 1 of the 5 major soap brands mixed with water.
Each lady placed 1 of her hands into the water that contained the Lux
suds, and the other hand was placed into the other dishpan with the suds
from the other soap. This was done
in 20 minute intervals, 3 times a day for 28 days--- in other words, the
conditions of a typical day of washing dishes.
In order to keep this test completely fair and impartial, the ladies were
not allowed to wash dishes on their own, and no creams or lotions could be used
at any time during the 28 day period. After
each session, scientists monitored the results of each lady’s hands and kept
careful records of their analysis.
the 28 days of testing were completed, there was a very noticeable difference in
the ladies’ hands. The hands that
were in the Lux suds were all soft and smooth, while the hands in
the suds of the other soap were all red, chapped, cracked, and painful.
ladies were then asked on their thoughts of the testing.
Most of them noticed a difference in their hands as far back as the third
day. While the Lux
hands were consistently soft and smooth, the other soap’s hands began to show
signs of becoming red, chapped, and rough--- and it would only get worse as time
went on. To no great surprise, the
ladies were convinced to use New Quick Lux for their dishes from
that point on.
participating in the testing, some of the ladies who took part were featured in
magazine ads for New Quick Lux.
As the saying goes, “pictures don’t lie.”--- and they
didn’t in these ads! The
individual lady’s hands were pictured in color as they exactly
appeared from the testing. There
was absolutely no editing of the color or the picture of the hands.
It was obvious to the naked eye of the reader which soap was milder and
which soap WASN”T! Let’s
not forget, since this is an article on radio commercials, the Hand Test and its
results got some considerable publicity in the New Quick Lux radio
commercials on the LUX RADIO THEATER.
New Quick Lux was a brand of soap, and the 5 major brands were
also soap, why was there such a noticeable difference?
The 5 brands had something extra that Lux didn’t,
that’s why! Unfortunately, that
something extra wasn’t anything to brag about.
The 5 major brands--- and many other soap brands for that matter, all had
alkali. This not-so-amazing stuff
was the guilty party for making hands’ miserable when it came to washing
dishes. Since this chore was
usually done 3 times a day, dishwashing with soaps containing alkali would take
its toll on the poor hands. On the
other hand, New Quick Lux doesn’t have any alkali in its soap
formula. When it was used for
dishwashing--- no matter how many times a day, the hands were always soft,
smooth, and nice to look at after each dishwashing session.
that New Quick Lux easily defeated 5 of the most popular soap
brands in the 28 day Hand Test, it must be the most expensive soap to buy and
use. Not so!
Announcer Ruick made it known to the listeners that New Quick
Lux didn’t cost any more than the competition--- and the BIG
box was actually extra thrifty to buy and use.
also mentioned how New Quick Lux continued the tradition of
washing dishes clean without its users suffering from the infamous “Dishpan
Hands”--- an adversary Lux Flakes made famous in its
advertising during the 1930’s (and maybe even before that, but I’m not
doubtful that husbands spent entire evenings giving their undivided attention to
their wives’ hands after using Lux as implied in the enclosed
magazine ad, but it is safe to say that washing dishes with this amazing
soap made life easier and a lot less painful for the wives who used it.