1930 Cleanliness Institute - Way to Loveliness - Magazine Ad

This is just a really strange 8.5 x 11" magazine ad from 1930 sponsored by the Cleanliness Institute of New York, New York.  What in the world prompted this organization to form in the first place.  Were they like the original day spa, or was it like the Hot Springs of the Midwest?  It is not clear to me what the exact function of this ad was, so in and of itself it is unique enough to keep around.