War Brings Higher Cosmetic Sales

Northern Advocate, 1 February 1940, Page 6

War Brings Higher Cosmetic Sales

London women are not cutting down their cosmetics. Since the war began their sale has During the first weeks women were afraid that prices were about to rise, and bought heavily. But, somewhat to the trade's surprise, sales have maintained their war boom level. Beauty treatments have become more popular, largely because so many women are in uniform. A visit to a beauty parlour is a welcome change after camp and barracks life, and a complete grooming is a compensation for service discomforts. An expert who is in great demand at beauty parlours nowadays is the chiropodist. A “top-to-toe” treatment, in which the chiropodist plays an important part, is especially popular with women whose war work makes them spend much time on their feet. Women in uniform use beauty treatments as a war tonic.

They have their hair done, their backs massaged, and their feet and hands seen to, buy a new lipstick or other cosmetic, and return refreshed and resplendent to their duties. The next time they have a few hours’ leave the treatment may be repeated. A woman officer who can afford it may spend as much ,as £T a week on. such beauty refreshers.