Today’s Great American Brands posting is for Johnson’s Wax. This family owned company began in 1886 and has continued to be a privately-held family business ever since. The brand SC Johnson includes a variety of products for the household such as Windex and Ziplock. Today we’ll gloss over mid-century advertising for a few of its products made to shine.
This ad from the October 1953 edition of Woman’s Day outlines how to keep a kitchen shiny from floor to ceiling. This classic mid-century ad shows a pink vintage kitchen and an illustration of a housewife doing what else? Cleaning.
Here’s Cleaning Magic in a Bottle
Here’s another example of a Johnson’s Wax ad published early in the decade. What’s the secret for beautiful wood floors? Use Johnson’s Paste Wax.
The ad continues to give advice. Got more questions? Just write Margaret Scott of the consumer service department. Simply address your letter to Johnson’s Wax -Racine, Wisconsin.
Later in the decade, the advertising changed to full color. Here are a few ads showing shiny floors, pretty dogs, and their Beautiflor product.
Note the use of their logo which wasn’t consistent in their earlier ads.
Besides dogs, they also showed off shiny floors with a fifties dance party.
The SC Johnson product sold today is their paste wax. This image is from an Amazon listing showing an average of 4.6 star reviews and a whopping price of 27.96.
Mid-Century Page 
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