Sunday 30 August 2015

Old Dutch Cleanser Girl

The Old Dutch Girl had none of the freedom of movement granted to the Dutch Boy. While the Dutch Boy scampered around at will, she remained a prisoner in her traditional native costume with her face concealed, doomed for eternity to chase away dirt with her stick at the ready. The Dutch connection was chosen to benefit from the association the Dutch have with high standards of cleanliness – an association we British have never had to contend with. These examples come from a time when Old Dutch Cleanser was a major presence in the American marketplace and advertised extensively in prime positions in mass circulation magazines. Over the decades it seems to have faded from the public eye although it remains in production and the Old Dutch Girl still disports herself on the pack in the interests of continuity. In the example above, illustrator Andrew Loomis has captured the moment of revelation – the scientific proof that Old Dutch Cleanser will never scratch thanks to the addition of Seismotite, a substance that despite the Atomic Age name seems to be nothing more than pumice. 

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