#antiperspirant

Some solutions to body odour before deodorant became more mainstream in 1910s were excessive washing and perfume. To protect clothes women used dress shields (cotton or rubber pads placed in armpit areas). Scented talcum powders were another popular deodorizer.

Men started to be targeted by antiperspirant companies in the 30s, targeting male body odour as negative and unemployable. "In 1938, it was estimated that 60% of women and 20% of men in the United States used a product to control underarm odour" (Link).

Early deodorant formulas had to be suspended in acid. "Formulas of early deodorants damaged clothes and irritated skin" (Link). There were some health concerns in the early 20th century but these died away by the 30s.

Deodorant came in powders. liquid, creams, and eventually sticks, roll-ons, and aerosols.

Powders were "packaged in tins with a perforated lid" and put on with puffs.

The only form of antiperspirants in the 30s was liquid. The liquid was kept in glass jars, with plastic lids (early form used corks).

“Liquid deodorants were either applied to a rag and rubbed in or poured into the palm and splashed on. [...] Men also used cologne to cover up body smells but these were generally very expensive.” (Link)

Liquid deodorants/antiperspirants could be applied with a cloth or sponge. Later forms had an applicator built into the lid.

Above: Applying Check Deodorant with a sponge applicator.

Pastes and creams were the preferred form for early deodorants. They were less irritating, although sometimes greasy, especially in the 1910s before the formula improved.

The first successful antiperspirant cream was created in 1936, but it was less effective than liquid antiperspirant. Even so, it became very popular by 1945 and creams dominated the market.

Early stick deodorants used lipstick bases, so they were much smaller and 'stick' shaped than the typical deodorant shape today. From the recipe (found here) it seems this sticks were similar to today's deodorant sticks, or maybe chapsticks. Evaporation was an issue and the sticks had to be kept in airtight containers.

Sticks began to get bigger, into what we would recognise in the 60s.

1945 Lor-Odo, a deodorant stick, sold for 50 cents.

Roll-ons appeared in 1952 and the first commercially successful roll-on deodorant was created in 1956, so Steve wouldn't know this method. Same with aerosols which came out around the 60s.

As for price, this image gives a good idea for prices of deodorant products in Steve's time.

1937 Hush Cream, Instant Hush Liquid Deodorant, Hush Stick Deodorant and Personal Deodorant Powder for sanitary pads. (Link).

This inflation calculator says 10¢ is $2.14 in today's money and 50¢ is $10.68. For comparison, the cost of a gallon of gas was 10¢, a loaf of bread was 9¢ and toothpaste was 35¢. (Link)

Wrap Up

So would Steve have used some kind of deodorant/antiperspirant? Maybe. He wouldn't have started wearing it until the 30s for sure, but he may have bought it, if he could afford it.

I am not an expert but I feel the cost of deodorant would have been a stretch (especially if we think he was using baking soda for toothpaste as per our last post).

But considering how cleanliness and body odour began to be viewed in the 30s—and considering that Bucky clearly took pride in taking care of his appearance—Steve may have bought deodorant when he could. The possibility grows later into the 30s and 40s.

If he bought deodorant he would likely be used to cream or liquid deodorants, as these were very common.

Perhaps Bucky cared more about deodorant than Steve, and Steve bought some for Bucky as a gift when he could. Or, Steve used it himself periodically to hopefully seem more presentable to employers who might overlook him just on principle.

But it is also possible that Steve didn't bother with deodorant. After all, only 20% of men used it in 1938 and it would stretch his budget.

However, he may have used it on the USO tour. I can see them deciding Captain America needs to smell nice when smoozing with investors.

Either way, the 21st century's approach to zero body odour wouldn't entirely surprise to Steve—since the roots of that were developing in the 30s, but it would still be an adjustment to learn that men almost universally use some form of deodorant nowadays.