Lot 168: Sodex.

One of the more prominent (though racist) advertising gimmicks around the turn of the century was emphasizing the whitening capabilities of a soap by contrasting it against African skin. Here, a black boy has just emerged from a tub full of Sodex, a product which claims to replace the baking soda in one's wash, whitening and cleaning better than regular detergent. Much to his female companion's surprise, her formerly dark-skinned friend is now shockingly alabaster.

31 3/4 x 47 3/4 in./80.7 x 121.2 cm

1910

B+/ Slight tears at folds & edges.