Early 20th Century advertisers were not as restricted by 'facts' as modern advertisers are compelled to be by law today. A case in point is the series of adverts that ran in the pages of Country Life in the first decade of the last century for the Evans Vacuum Cap Co.
A cross between a modified pith helmet and a vacuum cleaner, this tortuous-looking suction device promised a: '...healthy, vigorous growth of hair' for any gentleman fearful of losing their locks. The device’s advertising copy promised: '… used for three of four minutes each day…. it requires only about ten days to get the scalp loose and pliable', which surely should have rung alarm bells, as the poor gentleman utilising this invention must have been left not only short of hair, but also floppy of scalp. It goes on to promise: '…pleasant and exhilarating' sensations when using the headgear, which will provide a: '…healthy glow, and produce a delightful tingling sensation'.
The hand-pumped contraption (see figure three in the above illustration) promised the wearer a permanent growth of lustrous hair within a: ‘reasonable time'. It was, sensibly, caveatted with the disclaimer that: 'if, however, the scalp remains white and lifeless after the Cap is removed, then the case would be a hopeless one, regardless of all the infallible hair restorers advertised.'
The adverts ran throughout 1905-6, then abruptly vanished. One can only presume because one too many men found their case of hereditary hair loss was a 'hopeless one'.
The Country Life Image Archive contains more 150,000 images documenting British culture and heritage, from 1897 to the present day. An additional 50,000 assets from the historic archive are scheduled to be added this year — with completion expected in Summer 2025. To search and purchase images directly from the Image Archive, please register here.
-
Canine muses: The English bull terrier who helped transform her owner from 'a photographer into an artist'In the first edition of our new, limited series, we meet the dogs who've inspired some of our greatest artists.
-
Five of the most majestic properties for sale in Britain today, from a 1,700-acre estate to a private island, as seen in Country LifeOur look at the best homes to come to the market via Country Life this week includes some genuinely breathtaking places.
-
For every new stone mason, seven retire: St Paul's plan to save heritage crafts — and itself in the processAs St Paul’s Cathedral launches the Wren Centre of Excellence to train young people to repair Britain’s historic buildings, Lotte Brundle talks to restoration workers about why their industry is on a cliffs edge.
-
'I take a box of watercolours and a sketchpad with me everywhere': Tess Newall's consuming passionsDecorative artist Tess Newall, best known for her bespoke murals and furniture, talks to Country Life about her prized collection of painted plates, her love of Thin Lizzy and her eclectic podcast taste.
-
Richard Mille: The man who went from carving watches out of soap to making timepieces for Rafael Nadal and Lando Norris — and built a £1bn business in the processA new coffee table book by Assouline celebrates one of today’s most daring and innovative watch brands.
-
How to stand out from the crowd in the most British of outfits — morning dressMorning dress has remained largely unchanged since the 19th century, but breaking with convention can be chic.
-
Sophia Money-Coutts: How do you turn down another godchild without causing offence?Sophia Money-Coutts is the new Debrett's and she's here every Wednesday to set some modern etiquette wrongs, right.
-
Quirky ceramics, Carey Mulligan and Greece: Lucy Williams's consuming passionsThe content creator, and brand ambassador and consultant reveals why she loves stories about 'normal' people and the podcast she listens to on repeat.
-
Sophia Money-Coutts: When is a thank you letter still mandatory and when will a voice note (under a minute, please!) suffice
Sophia Money-Coutts is the new Debrett's and she's here every Wednesday to set some modern etiquette wrongs, right.
-
Society sparkle: Nancy Astor and Ann Fleming’s diamond jewellery makes a splash at auctionAstor’s Cartier tiara was sold by Bonhams, while the accessories of the wife of the James Bond author went up for auction with Dreweatts.
