Comfort Bags may have contained a variety of items: foot powder, skin balm, pencils, envelopes and paper for writing home, toothbrushes, cigarettes, and soap. The particular brand of soap seen here is from the Mitsuwa Soap Co., a company that continues to make soap today. This particular brand of soap was known at the time as "toilet soap". Interestingly, Mitsuwa was purchased years ago by the Proctor and Gamble Co. P & G had long imported its Camay soap to Japan, which considered it a Western luxury brand. The company also imported Ivory Soap to Japan as well. Mitsuwa was bought by Proctor in order to make it easier to manufacture their soap in Japan. Western style health and beauty products were big sellers in Japan, particular to Japanese women. The profit margin in selling this style of soap was huge. Later, hygiene programs established by the government made soap part of a soldier's essentials as well. Another point of interest is that Mitsuwa (there is also a Mitsuwa grocery chain today), continues today to market and package some of their soaps using the old wartime style ads and packaging.
MichaelB
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