Object Details
- Van Ess Laboratories
- Description
- Van Ess Laboratories of Chicago, Ill., introduced Cleero Shampoo in 1924, although their advertising claimed it had been in use privately and in Europe for 20 years. Cleero was a no-rinse shampoo. The company promoted the idea that soap and water were bad for the hair. Cleero did not produce the usual alkaline (soapy) lather, but "snow-white foam" instead. When the shampoo was done working, it would turn grey and the user could simply towel it off. The process was repeated until the foam no longer turned grey.
- Suspecting dishonesty in advertising, the American Medical Association analyzed the Cleero formula in 1924. They found it to be ordinary cocoanut [coconut] oil based soap.
- The indications or uses for this product as provided by the manufacturer are:
- to shampoo without rinsing
- Location
- Currently not on view
- Credit Line
- Gift of Mary E. and Joseph F. Melfi, Jr., Tupper's Drug Store, Summerville, South Carolina
- ca 1924-1938
- ID Number
- 1980.0698.110
- accession number
- 1980.0698
- catalog number
- 1980.0698.110
- Object Name
- hair care product
- shampoo
- Other Terms
- Cosmetics; Patent Medicines; Drugs; Liquid
- Physical Description
- cardboard (packaging material)
- glass (container material)
- paper (container material)
- Measurements
- overall, box: 5 1/4 in x 2 1/8 in x 2 1/8 in; 13.335 cm x 5.3975 cm x 5.3975 cm
- place made
- United States: Illinois, Chicago
- See more items in
- Medicine and Science: Medicine
- Health & Medicine
- Beauty and Hygiene Products: Hair Care and Enhancement
- Beauty and Health
- Hair Care Products
- National Museum of American History
- web subject
- Hair Care Products
- Record ID
- nmah_716415
- GUID (Link to Original Record)
- https://n2t.net/ark:/65665/ng49ca746aa-4bd1-704b-e053-15f76fa0b4fa
