EXPERT ON MAKE-UP

Press, Volume XCVIII, Issue 28870, 15 April 1959, Page 2

EXPERT ON MAKE-UP

Assignment In West Africa

Eleanor Macdonald. one of Britain’s top women executives, will begin a new and unusual inb this month: advising West African women on how to make up and dress, says a London correspondent.

[ Although she will be travelling ion behalf of a commercial firm :Miss Macdonald regards her work as much more than a business undertaking. She holds a degree in sociology and believes that beauty culture can be of tremendous value in that field. “If a woman knows she is looking attractive, she can cope with the everyday problems of life much more easily,” she says. Miss Macdonald has proved her point Tn Britain she introduced beauty treatment intn hosnifals to help women patients pet better Her greatest triumph has been in helpine the mentnllv sick. As the director of a famous cosmetics firm, she offered to give beau f v services free to women in mental hospitals. At first there was strong resistance to her scheme. But once it had been tried successfully in one hospital, others followed suit Miss Macdonald sent her chief consultant to hospitals and often went to give beauty treatment , herself. Later, nurses were sent I to her firm to be trained in beauty i culture

The scheme has proved to be a great morale-booster for mental patients and doctors have agreed that it has speeded recovery in many cases.

i At 48, Miss Macdonald is a fine i advertisement for her own beauty j products—attractive, energetic and cheerful. In her crowded career, she has been a fencing champion, i journalist, and store executive.