Indianapolis Times, Indianapolis, Marion County, 9 November 1948 — Page 22

NEW LA FRAN

SCIENTISTS, DELIGHTS HOUSEWIVES

NEW LA FRANCE BRIGHTENS GOLORS, T00!

The thing that gave the biggest ‘surprise to many of the housewives testing new La France was that it did more than whiten white clothes o.. it brightened up colored things. Deep greens and reds and browns became richer. Yellows and blues achieved more brightness. Wash dresses that had grown drab in many washings suddenly became

- Works-like a charm in any washer perfectiy ealy in“any Kind" oF wasidvg-rh oz thachille a8 we as in Band: labiidry. 1u-wdtks so we

crisp in color, new-looking. This was a wonderful 2 vy to women who had gotten resigned to bluings that dulled colors, or to bleaches that tended to bleed all brightness out of garments. La France is a particular boon for wash dresses, blouses, patterned shirts and little girls’ garments, where the charm or hand-

sou ess of the garment depends uch on preserving its just-out-Th sty appearance. With La France, you don’t need to worry about washing fast-col-ored and white things separately. New La France will whiten the white things and brighten the fastcolored things in the same washerload or tubful simultaneously.

of bluing is

EXTRA!

The big advantage of new La France over other

at i¥\orks perfectly and wt ve mtakers of the

Bendix Automatic Washing Machine have included a package of La France in every automatic washer they sell! All you do is to add it when you put in the soap. It is the automatic bluing that makes your washer truly automatic.

“EASY AS PIE TO USE!” WRITES HOUSEWIFE

Many enthusiastic letters pour in

Bach of the many women who tested new La France with whiteningbrightening Luminess seemed to find a special quality in it to praise. All had nothing but high words for the way it brought extra-whiteness to their white laundry and the way it brightened their colored things.

What Users Said

beat it till I tried the new La France with Luminess. All I can

“Thanks to La France I now wash say is that La France is even better

and blue in one operation—and my clothes have never looked better or brighter. Thanks a million for timesaving, back-sav-ing La France.” Mrs. J. Spellerberg, Ferndale, Mich.

#1 have been using La France for gears and I didn't think you could

|now and that means it is simply

wonderful. It gets clothes so much whiter that you can definitely see the difference.” Mrs. J. J. Tufts, Chicago, Ill.

“When you said La France brightens colors, I wouldn't believe it.

Now I know it does and I'm still |

amazed. I find my bordered towels which have been through the wash

a dozen times seem whiter and |and bordered towels

brighter than new.” Mrs. W. Whitford, Pelham Manor, N.Y.

“La France plays the leading role| love it.”

in my colorful clothesline show! Gay-colored prints, white shirts,

all have a sparkle i that’s brighter than new! It's a ‘must see’! La France-I

Mrs. J. Darrow, Plymouth, Mich.

Double your money back if you can’t see the difference!

Make this test! Go out and buy two new white towels. Use one and leave the other in its original wrapping. Then wash the one you have used with your regular soap or detergent and new La France. Now compare it with the unused

one. It’s actually whiter. If it isn’t, ~

send the partially used box of La France to Franklin Baker Division, General Foods Corporation, 15th and Bloomfield Streets, Hoboken, N. J., and we will refund you double the price you paid for the La France.

By Frances Barton

HOBOKEN, NEW JERSEY, NOV. 7— Out of the laboratory has finally come a new answer to an old question! How can I wash white clothes so that they will look whiter?

For many years it has beem the custom to bleach or to blue clothes to make them appear whiter. Now, a new compound has been developed by a group of chemists which outmodes all regular bluings and all bleaches as surely as the electric iron outmodes the iron your grandmother heated on the stove. So new is this compound that its remarkable action is as impressive to many chemists and physicists as to housewives, This compound is called Luminess, and it is now being used in

All white clothes are white because they reflect light... colored clothes are bright because they reflect light. The more light they reflect, the whiter and brighter they are.

This wonderful new substance, Luminess, makes them reflect more light than they do naturally, thereby making them whiter and brighter than ever before.

Clothes Get Whiter!

If you wash your white and colored things (clothes, tablecloths,

the new La France bluing flakes.

anything) with your regular soap

or detergent and with new La France containing Luminess, you find they don’t grow dingier and grayer as time goes on. They actually grow whiter...keep getting more so each time you wash! After half a dozen washings, clothes are just as white, or whiter than they were when you bought them at the store. This is true no matter what brand of soap or detergent you use. La France is simple to use. It comes in the form of a bluing flake. You simply add it to the wash water along with your soap or detergent.

SAFER THAN ANY

Until new La France was developed no other product could begin to do anywhere near the whitening job that bleaches do. Now La France with Luminess will do a miraculous whitening job, and do it safely. Besides being such a good whitener La France has a great advantage over bleaches. Any bit of wash, be it silk, cotton, rayon, linen or nylon, will never be weakened

by La France. But, remember, La France is a whitener and brightener, not a stain remover. If you have a stubborn spot or stain, you'll need a bleach. In fact, when you put new La France in with your soap or detergent, shirts, sheets, towels and other white washables come out whiter than they do when you put a bleach in with the suds. La France works wonders because it actually

What Causes Mysterious Rust Spots?

Every woman who washes at home has asked that question. Sometimes it's a rusty wringer or a pin left in a piece of clothing. But often it’s a tricky chemical reaction caused by the use of po-

New La France can't streak ar gnot

Many of the housewives who tested new La France were users of oldfashioned ball or cube or liquid bluing. Like all women who blue, they were used to taking great precaution against streaking and spotting and were resigned to occasional failures.

Housewives’ Discovery

To their great pleasure, they discovered that new La France is absplutely spot-proof. Because it goes in with the soap} instead of being added to an extra bluing rinse. it dissolves completely. With every motion of the ciothes through the water. new La France is swirled until whelly dissoived. Hence it is impossible for it to streak or spot.

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BUY U.S. SAVINGS BONDS

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LA FRANCE BLUING FLAKES

Wi th whitening, brightening Luminess!

tassium bluing without perfect rinsing. If you don't get all the soap out, potassium bluings will cause rust spots when dried in the sun or under the heat of your iron. But why worry...new La France won't... it can’t react chemically with any amount of soap or detergent. And new La France is so Jf much easier to use. I

with soap or detergent.

bowl laundry.

BLEACH!

adds whiteness to the material, whiteness that stays in it. Why don’t you try oneauarier package of new La France next time you wash?

Perfect with Soap or Detergent

Here's the answer to a question many women are agking: “Can I blue when I wash with one of the new detergents?” New La France is new...it was formulated with detergents as well as soaps in mind. It works perfectly with both, and in hard or soft water...gets clothes whiter and brighter no matter which you use. In fact, in soft water when you use La France you ean use less [Soap a and get a better wasls job.

An ¢ the a hes eres gray.

Amazing New Whitening Compound Actually Adds Whiteness to Clothes

Also increases brightness of every-color in the rainbow

BETTER THAN ANY BLUING

Most women in this country use some kind of bluing when they do their laundry. They use itbecause the blue tinge bluing puts on white clothes covers up some of the yellowness that you find in most white fabrics—thereby making the fabric appear more white. “Over-bluing,” for this reason, has the disadvantage of making white clothes really turn out bluish. New La France doesn’t work like ordinary bluing— whether it’s the flake, cake, ball, cube or liquid va~ riety. Instead, it actually adds whiteness, pure sparkling gleaming whiteness to garments and to all

.| other white things you wash. The

more these articles are laundered, the more deeply ingrained becomes the whiteness. After a few washings with La France your clothes become far whiter than they were the day you bought them. And -most remarkable of all— new La France also adds bright ness to colored clothes, to any color

TTY Te oT

HW LA FRANCE

Actually adds whiteness to clothes! Actually brightens colors!

Its secret is an incredible. new compound —Luminess!

. TUBSDAY, NOW. 9, 10M °

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