Wildroot Cream-Oil

Last updated

Wildroot Cream-Oil is a men's hair tonic sold in the United States from the 1940s to the 1960s by the Wildroot Hair Tonic Company, based in Buffalo, New York. [1]

Contents

Background

The company first started selling Wildroot Hair Tonic in 1911. [1] In the 1920s, the tonic was primarily marketed to women, with advertisements warning that bobbed hair and tight hats would cause baldness, unless they used the Wildroot product. Wildroot started marketing the product to men in the 1930s. [2] In 1937, the company was scolded by the Federal Trade Commission for claiming that Wildroot Hair Tonic keeps the scalp "healthy", "penetrates" the sebaceous glands, cleans up dandruff "completely", and that the results were "guaranteed". [3]

The company's original tonic was alcohol-based; alcohol became more scarce during World War II. In the early 40s, chemist Emanuel Gundlach invented a new alcohol-free formula. At first, Gundlach presented the Wildroot executives with a cream that came in a tube, but they rejected that formulation. Adding more water to the mix, the company bottled the product, and the new Wildroot Cream-Oil was a success. [4] The product's main ingredient was lanolin, also known as wool grease, which is a wax secreted by the sebaceous glands of domestic sheep. [5]

Wildroot Cream-Oil was first sold in 1943. [6] In the 1950s, the product was associated with the greaser subculture, teenage boys who slicked their hair down into a ducktail style. [7]

In 1951, the Wildroot Hair Tonic Company set up the Wildroot Foundation (now the Western New York Foundation), which provides funds for local organizations in Buffalo. [1] The Wildroot company was sold to Colgate-Palmolive in 1959 for $10.5 million. [1] A "Wildroot Hair Groom" is still being marketed today by the Oakhurst Company. [8]

Promotion

At the height of the product's popularity, the company advertised extensively in print, radio and television, claiming that Wildroot Cream-Oil is "again and again the choice of men who put good grooming first." [9] In print ads, the company encouraged consumers to try "the Famous Finger Nail Test": "Scratch your head and see if you find dryness or loose, ugly dandruff. If so, you need the new Wildroot Cream-Oil formula." [10]

The company's commercial jingle, "Wildroot Charlie", suggested: [11]

Get Wildroot Cream Oil, Charlie
It keeps your hair in trim.
You see, it's nonalcoholic, Charlie;
It's made with soothin' lanolin...

Wildroot's many radio sponsorships included The Adventures of Sam Spade (1946–50). When Sam Spade star Howard Duff and creator Dashiell Hammett were listed in the anti-Communist tract Red Channels , Wildroot was unhappy with the names being associated with the show. Sam Spade was removed from the air in 1950, and replaced with a more Wildroot-friendly title, Charlie Wild, Private Detective , which ran from September 1950 to July 1951. [12] Other radio sponsorships included The Woody Herman Show (1945–46), The King Cole Trio (1946–48), The FBI in Peace and War (1951–52), The Shadow (1952–53) and Twenty Questions (1952–53). [13]

Television sponsorships included The Adventures of Robin Hood (1956). [14] and Perry Mason .[ citation needed ]

In the 1950s, Al Capp's comic strip hero Fearless Fosdick (a spoof of Dick Tracy ) endorsed Wildroot Cream-Oil in a popular series of print advertisements, presented in comic strip form. [15] In the ads, Fosdick battled his nemesis Anyface, a murderous scoundrel who could mold his pliable face into any form of disguise. Fosdick always recognized the villain, however, because of his telltale dandruff. At the end of the ad, Fosdick encouraged readers to "Get Wildroot Cream-Oil, Charlie!" [16] The character was also featured on promotional tin signs displayed at barber shops.

Related Research Articles

Lanolin Yellow waxy substance secreted by the sebaceous glands of wool-bearing animals

Lanolin, also called wool yolk, wool wax, or wool grease, is a wax secreted by the sebaceous glands of wool-bearing animals. Lanolin used by humans comes from domestic sheep breeds that are raised specifically for their wool. Historically, many pharmacopoeias have referred to lanolin as wool fat ; however, as lanolin lacks glycerides, it is not a true fat. Lanolin primarily consists of sterol esters instead. Lanolin's waterproofing property aids sheep in shedding water from their coats. Certain breeds of sheep produce large amounts of lanolin.

<i>Lil Abner</i> 1934-1977 American comic strip by Al Capp

Li'l Abner is a satirical American comic strip that appeared in many newspapers in the United States, Canada and Europe. It features a fictional clan of hillbillies in the impoverished mountain village of Dogpatch, USA. Written and drawn by Al Capp (1909–1979), the strip ran for 43 years - from August 13, 1934 through November 13, 1977. The Sunday page debuted six months after the daily, on February 24, 1935. It was originally distributed by United Feature Syndicate and, later by the Chicago Tribune New York News Syndicate.

Brylcreem

Brylcreem is a British brand of hair styling products for men. The first Brylcreem product was a hair cream created in 1928 by County Chemicals at the Chemico Works in Bradford Street, Birmingham, England, and is the flagship product of the current brand. The cream is an emulsion of water and mineral oil stabilised with beeswax. It is notable for the high shine it provides, which spawned the name of the product, stemming from "brilliantine" and "cream".

Dandruff Skin condition of the scalp

Dandruff is a skin condition that mainly affects the scalp. Symptoms include flaking and sometimes mild itchiness. It can result in social or self-esteem problems. A more severe form of the condition, which includes inflammation of the skin, is known as seborrhoeic dermatitis.

Hindustan Unilever Subsidiary of the Anglo-Dutch company, Unilever

Hindustan Unilever Limited (HUL) is a consumer goods company headquartered in Mumbai, India. It is a subsidiary of Unilever, a British company. Its products include foods, beverages, cleaning agents, personal care products, water purifiers and other fast-moving consumer goods.

Sam Spade Fictional private detective

Sam Spade is a fictional character and the protagonist of Dashiell Hammett's 1930 novel, The Maltese Falcon. Spade also appeared in four lesser-known short stories by Hammett.

<i>Fearless Fosdick</i> American comic strip character

Fearless Fosdick is a long-running parody of Chester Gould's Dick Tracy. It appeared intermittently as a strip-within-a-strip, in Al Capp's satirical hillbilly comic strip, Li'l Abner (1934–1977).

Moisturizer Type of cosmetics

Moisturizer, or emollient, is a cosmetic preparation used for protecting, moisturizing, and lubricating the skin. These functions are normally performed by sebum produced by healthy skin. The word "emollient" is derived from the Latin verb mollire, to soften.

Cradle cap Medical condition

Cradle cap causes crusty or oily scaly patches on a baby's scalp. The condition is not painful or itchy, but it can cause thick white or yellow scales that are not easy to remove. Cradle cap most commonly begins sometime in the first three months but can occur in later years. Similar symptoms in older children are more likely to be dandruff than cradle cap. The rash is often prominent around the ear, the eyebrows or the eyelids. It may appear in other locations as well, where it is called infantile seborrhoeic dermatitis. Cradle cap is just a special - and more benign - case of this condition. The exact cause of cradle cap is not known. Cradle cap is not spread from person to person (contagious). It is also not caused by poor hygiene. It is not an allergy, and it is not dangerous. Cradle cap often lasts a few months. In some children, the condition can last until age 2 or 3.

Olay American skin care brand owned by Procter & Gamble

Olay, previously Oil of Olay, Oil of Olaz, Oil of Ulan or Oil of Ulay, is an American skin care brand owned by Procter & Gamble. For the 2009 fiscal year, which ended on June 30, Olay accounted for an estimated $2.8 billion of P&G's revenue.

Hair care

Hair care is an overall term for hygiene and cosmetology involving the hair which grows from the human scalp, and to a lesser extent facial, pubic and other body hair. Hair care routines differ according to an individual's culture and the physical characteristics of one's hair. Hair may be colored, trimmed, shaved, plucked or otherwise removed with treatments such as waxing, sugaring and threading. Hair care services are offered in salons, barbershops and day spas, and products are available commercially for home use. Laser hair removal and electrolysis are also available, though these are provided by licensed professionals in medical offices or speciality spas.

Croda International

Croda International plc is a British speciality chemicals company based at Snaith, England. It is listed on the London Stock Exchange.

Baby shampoo Personal care product

Baby shampoo /ˈbā-bē/ /ʃæmˈpuː/ is a hair care product that is used for the removal of oils, dirt, skin particles, dandruff, environmental pollutants and other contaminant particles that gradually build up in hair; specially formulated for use on infants and young children by means of substituting chemicals which are purportedly less irritating to the eyes than those commonly found in regular shampoo.

Marico Indian consumer goods company

Marico Limited is an Indian multinational consumer goods company providing consumer products and services in the areas of health, beauty and wellness. With its headquarters in Mumbai, Marico is present in over 25 countries across Asia and Africa. It owns brands in categories of hair care, skin care, edible oils, health foods, male grooming, and fabric care such as Parachute, Saffola, Hair & Care, Parachute Advanced, Nihar Naturals, and Mediker.

Shampoo Hair care product

Shampoo is a hair care product, typically in the form of a viscous liquid, that is used for cleaning hair. Less commonly, shampoo is available in solid bar format. Shampoo is used by applying it to wet hair, massaging the product into the scalp, and then rinsing it out. Some users may follow a shampooing with the use of hair conditioner.

Robert W. Gundlach was an American physicist. He is most noted for his prolific contributions to the field of xerography, specifically the development of the modern photocopier. Gundlach helped transform the Haloid Company, a small photographic firm, into the thriving Xerox Corporation. Over the course of his 42-year career with the company, he contributed over 155 patents, making photocopying technology more affordable and practical. In 1966 Gundlach was named Xerox's first Research Fellow, the highest non-managerial that could be achieved by a Xerox scientist. After his retirement in 1995, he was granted several patents associated with his hobbies, including a snow-making system and a special backpack.

<i>Charlie Wild, Private Detective</i>

Charlie Wild, Private Detective is an American detective series that aired on three of the four major American television networks of the 1950s.

Helene Curtis Industries, Inc. was an American cosmetics and beauty parlor products firm based in Chicago. The company acquired a hair-coloring line through the acquisition of a competitor business. Later the retailer diversified into the field of personal care products, manufacturing Degree, among other items.

Sebaceous adenitis Skin disease

Sebaceous adenitis in an uncommon skin disease found in some breeds of dog, and more rarely in cats, rabbits and horses. characterised by an inflammatory response against the dog's sebaceous glands, which can lead to the destruction of the gland. It was first described in veterinary literature in the 1980s.

References

  1. 1 2 3 4 "Wildroot Hair Tonic Factory". Forgotten Buffalo. Retrieved 30 May 2020.
  2. ↑ Isa, Mari (October 17, 2017). "Hair Today, Gone Tomorrow: Hair Care Products from the East Lansing Dump". MSU Campus Archeology Program. Retrieved 30 May 2020.
  3. ↑ Federal Trade Commission Decisions, Volume 25. 1939. p. 1593. Retrieved 30 May 2020.
  4. ↑ Owen, David (2004). Copies in Seconds: How a Lone Inventor and an Unknown Company Created the Biggest Communication Breakthrough Since Gutenberg. Simon & Schuster. p. 162. ISBN   978-0743251174.
  5. ↑ Kovalchik, Kara (July 11, 2014). "11 Retro Grooming Products That Kept Dads Looking Dapper". Mental Floss. Retrieved 30 May 2020.
  6. ↑ "New! Wildroot Cream-Oil Formula! (advertisement)". National Association of Retail Druggists Journal. 65: 511. 1943.
  7. ↑ Buckley, Christopher (2001). "Last Days of the Hot-Rod Kids". Star Apocrypha. Triquarterly Books. p. 30. ISBN   9780810151130 . Retrieved 30 May 2020.
  8. ↑ "Wildroot Hair Groom". Oakhurst Company. Retrieved 30 May 2020.
  9. ↑ Grams, Martin Jr. (2016). The Lost Sam Spade Scripts. BearManor Media. ISBN   978-1593934538 . Retrieved 30 May 2020.
  10. ↑ "Can Your Scalp Pass the F-N Test? (advertisement)". Life : 86. March 19, 1945. Retrieved 30 May 2020.
  11. ↑ Lange, Willem (Jan 13, 2003). "Old time commercial jingles". Vermont Public Radio. Retrieved 30 May 2020.
  12. ↑ Dunning, John (1998). On the Air: The Encyclopedia of Old-Time Radio. Oxford University Press. pp. 12–13. ISBN   978-0195076783 . Retrieved 30 May 2020.
  13. ↑ Dunning, John (1998). On the Air: The Encyclopedia of Old-Time Radio. Oxford University Press. pp. 69, 73, 245, 607, 685. ISBN   978-0195076783.
  14. ↑ "Wildroot Cream-Oil". Disney's Robin. Retrieved 30 May 2020.
  15. ↑ Markstein, Don. "Fearless Fosdick". Don Markstein's Toonopedia. Retrieved 30 May 2020.
  16. ↑ Fontanelli, Mike (November 2, 2018). "Exhibit: CAPPtivating Heroes: Jack Jawbreaker and Fearless Fosdick Fight Crime!". Animation Resources. Retrieved 30 May 2020.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.