The Colgate Palmolive Company was founded in 1806 as a starch, soap, and candle business. In 1944, the company increased sales to the civilian market as well as an increase in products supplied to the armed forces. In this ad from 1942, Palmolive soap features an attractive, pensive young woman holding a letter from her soldier-a wartime staple.

"When he comes home to you, will he find you as lovely as his heart has dreamed you'd be? Day's end or year's end...will the sweet look of you, the soft touch of you...be just as he remembered? For his sake, guard your loveliness. Choose your beauty soap with care and caution. Know what it is made with! Consider, for example, that of all leading soaps, Palmolive alone is made with Olive and Palm Oils. Into its making go no animal fats...only those fine vegetable oils...treasured as beauty aids since Cleopatra's day. No wonder millions of charming women thrill to the way Palmolive helps keep skin smooth, petal-soft and at its radiant best. No wonder Palmolive is the world's largest-selling beauty soap. To guard the loveliness he loves...turn now to Palmolive's gentle care!"