BEAUTY FOR SALE

Gisborne Times, Volume LXXIII, Issue 11826, 6 January 1933, Page 6

BEAUTY FOR SALE

AMERICA'S BILLON DOLLAR

INDUSTRY

V NEW YORK. Nov. 1.

Dedicated to the concept that all women can be beautiful, a billion dollar American beauty and styles,. exhibition was declared open The other day by M. Georges A. Sakelc, tho Egyptian .specialist; and bis six male manicurists, at tlie Grand Central Palace. M. Sakcle the creator of more than 300 perfumes, among other adjuct-} to feminine charm, Established himself m a booth on the jpain exhibition floor and declared, among other things, that women might be classified into seven types. In a neighbouring booth waited the six stalwarts, broad-shouldered young male manicurists, eager to try their skill. In a sense M. \Sakelo and tho six male manicurists were only side-shows at the exhibition. In cine booth was a new-fangled hair dryer, in which tho "dryee” insert's her head among a circle of tubes. “Tlii s dries behind the, ears,” said a large placard. In another booth was the "duo tone hair dye,” -which, to putdt.in its simplest form, allows madame to put stripes in her hair. It is -a fountain-pen-like contrivance , which, when pressed through the hair leaves a streak a little. darker than the natural shade of the. hair. In .still another booth a manufacturer demonstrated-the art of artificial eyebrows wrought to perfec-tion-—eyebrows false as false teeth and as readily put on as-taken off. Possibly they are not as utilitarian, but they are certainly more attractive. In a fourth booth, Martin, of Vienna, the distinguished hairdresser, was demonstrating tho "political bobs”— tho Hoover bob, ringlets hold tight to the head of n match a wide face; and the Roosevelt bob, an effect of tho,slender Lace. Another stop, and another booth, where fingernails were being coloured. There it was laid down that fingernails for sports-wear should be coloured to match the team, the person, or animal that one-fanci-od. A young woman, as I enter the booth was having her nails fixed for tho races; tlie silks of her favourite, stable being polka dot. Her nails were being done silver, black and corise! There were 40 colours and 15 tints available to meet.any demand. In a small auditorium .nearby Mr Donald Henderson Clarke, the author, was delivering a lecture to the effect that men. .want more "make-up” on women. His contention was that the business man, after seeing the cosmetic; charms of his secretary and the girl along the avenue, wanted more colour in his wife at home, jn a large auditorium, on another floor, Mr Nod Way burn, America’s most, noted ballot master, Was putting a troupe of girls through the routine of a special dance on the theory, that de'spite "all. means of changing beauty from her natural state to mystic allure and sophisticated charm, “true heavily comes from within.” To revert to M. Sakcle here are the seven types into which he divides women:—■‘‘The Sphinx Woman: Has inspired all her art. Her love is a matter of history; the Flower AVoman: Vivacious, lender challenging, cling to one love; the Good Woman; Exotic, refreshing, romantic. She marries the man; the Diana Woman: In every man’s heart you will find the memory of her love; the Madonna. Woman: Marries young —eternally beautiful, the Flame Woman: Dangerous to any man on a full moon night; tho Psychic Woman: Always seeking her ideal—never marries him.” Whereas the American beauty and styles exhibition was the least prosaic of .shows, that most prosiac of documents, the monthly report demonstrates file importance of work of the “beautician” or ‘‘cosmeticologist.’’ It is estimated that one billion dollars is invested in the machinery and the plant of the beautifying inindustry of America. The. American Hairdressers’ Association, in an attempt. to put the care of tlie hair on a more scientific basis, obtained the services of Mr Clement R. Brown, a physicist, who, with the aid of a member of the Federal Bureau of Standards, made a study of .woman’s hair. He discovered among many other things that an. auburn hair i.s thicker than brown, that red hair will withstand ,heat better than brown, and that the average single hair from a girl’s head has about one-half the tensile strength of structural steel. The. American mother to-day, learning from the new science of psychiatry that biting the fingernails, for instance, is due to some lack of synchronisation between the various elements of the psychic on, advice of her psychiatrist takes her small child to the beauty parlour, where the manicure by engendering pride in the hands, proves to be a stronger instrument in. breaking a bad -habit than, all the blind and futile punishments devised by an earlier ago. The girl, barely in her teens, who has trouble with her school work, is no longer placed in the hands of a special tutor hut is, taken by a, wise and discerning mother to the "beautician” who, by the judicious use of a little bleach and a permanent wave on the youngs tor hair, banishes tho j'n.feT.orUy complex which wa s the deeply hidden, cause of the poor school work. Likewise this child’s mother, .who finds her bridge game not on a par with that of her friends, will be told by the practising psysliiatr.st to leave herself of her “beautician” on the ere of a bridge game. The visit to the "beautician” will result in more poi'se, more, confidence, and consequently better play.