Fat Soap

Dove boasts their bold new campaign for Real Beauty, Dove Firming lotion and cream for curvy women. Looking at the La-Mar Reducing Soap ad on the left, found in an American newspaper from 1924, Dove's "Firming" concept doesn't seem all that new. In fact, very little has changed in the last eighty years. Snake oil is still snake oil, no matter what century or how many cute chubby chicks are in the ad.

According to Century Women, La-Mar was hocking "Reducing Soap" in Woman's Weekly magazine in the UK as early as 1911.

Compare the two adverts here:

1924

WASH AWAY FAT AND YEARS OF AGE
La-Mar Reducing Soap

The new discovery. Results quick and amazing—nothing internal to take. Reduce any part of body desired without affecting other parts. No dieting or exercising. Be as slim as you wish. Acts like magic in reducing double chin, abdomen, ungainly ankles, unbecoming wrists, arms and shoulders, large breasts or any superflous fat on body. Sold on a money-back guarantee by Geo. B. Evans and Jacob Bros., and all good drug and department stores, or direct to you by prepaid parcel post if your dealer cannot supply you. Price 50c a cake or three cakes for $1.00; one to three cakes usually accomplish its purpse. You'll be surprised at results.

LA-MAR LABORATORIES
431 Beckman Building, Cleveland, Ohio

2005
“A highly effective blend of glycerin, plus seaweed extract and elastin peptides known for their skin-firming properties, the formula goes to work on problem areas to help skin feel firmer and reduce the appearance of cellulite in two weeks.”