Not only was it marketed as a cleaner for hair and body, but the ads also suggested using it to clean your toilet, laundry, kitchen counters, babies, dogs, harnesses, carriages, and both natural and artificial teeth.
Another reason norovirus is so powerful is it can stay on your countertops for up to two weeks and many common disinfectants and cleaners just don't work against it.
It's very much like a primer, yes. Interestingly with makeup from the beginning of the early 20th century, it started out being something that's quite unseemly and something that's under the counter.
It's like if you want to renovate your house, you've gotta rip out all those busted cabinets and the musty carpeting before you can bring in the nice hardwood floors and custom countertops.