Why did they once call shaving creams "euxesis"?

sportsherald

This brings to light a rather intriguing commercial history. It's not clear how Solomon Morgan Lloyd came up with "Euxesis" as a trade name- some ads even spell it as "eux-e-sis" http://www.advertisementsindia.com/2011/04/euxesis/. I find no Latin or Greek words that provide a direct derivation, for example. It apparently was the first brushless shaving cream, and is said to have inspired the invention (imitation) of Burma-Shave http://www.backwoodshome.com/articles/waterman37.html. The four ads at http://tinyurl.com/ayrxvyl show a heated dispute between his sons (Lloyd Brothers) snd another company (A.S. Lloyd, apparently set up by a deceased son's mistress, named Susannah Tarleton). Solomon Morgan Lloyd was brought before a debtor's court in 1850: http://www.london-gazette.co.uk/issues/21054/pages/3978/page.pdf, then died in 1854 and left a dispute as to who had the rights to manufacture and sell Euxesis: http://tinyurl.com/ayrxvyl . Whichever side won, it apparently continued to be sold until the 1970s: http://www.shavemyface.com/forum/viewtopic.php?p=478752&sid=cefe376e8b36899ad15b4263cb5a0fcf Feb 19 13, 7:33 PM

gme24

This must be of Greek origin. The prefix "eu" means good and the "xesis" part means to scrape. So basically is good shave! Feb 20 13, 8:26 AM

sportsherald

Thanks to gme24, we have a plausible derivation from Greek, which I have approximated using Google Translate here: http://translate.google.ca/?hl=en&tab=wT#el/en/%CE%B5%CF%85%20%CE%BE%CF%85%CF%83%CE%B9%CF%82. While it comes out there first as "fair scratching," "scraping" is an available alternative, and one gets the idea. Feb 20 13, 6:53 PM