THE BEAUTY CULT.

New Zealand Herald, Volume LXVII, Issue 20722, 15 November 1930, Page 19

THE BEAUTY CULT.

ENGLISH GIRLS' EFFORT. English girls aro making a determined effort to capture tho "beauty" business of London. A small baud of 16, working from a central parlour iu Bond Street, and using lU'itish methods, machinery and cosmetics, travels all over London and throughout tho country giving treatments of every description. In one of London's largest hotels eight of theso girls aro in constant attendance, washing and waving hair, giving facial treatments, making up and manicuring. One room is reserved for their use, but treatments are given in visitors' own rooms at doublo tho fee. A similar beauty parlour will shortly bo opened in another West End hotel.

These days aro particularly busy oues, for visitors at Cowes and other house parties demand tho services of a London hairdresser or manicurist, and girls aro •sent down as early as 8.30 a.m. to give treatments.

Women are prepared to pay quite twice tlio Uhunl feo for expert beauty treatments given in their own home, even when they,are within walking distance of a beauty salon. An American woman who rents a castle in tho north of England in (he winter has two girls sent up every week by this firm, one for hairdressing arid the other for facial treatment and manicure.

Each hairdresser goes through a three years' training before she is considered expert. All the creams and lotions used are made up on the premises from, so far as is practicable, British ingredients. Yet tho prices compare very favourably with those charged in other luxury beauty parlours in Mayfair.

Lessons to debutantes are a feature of this firm's work. Young girls who have just left school como in with their mothers to bo taught how to care for their skin and hair and to be made up for dances and parties. Every hair treatment given is accompanied by ten minutes' vigorous brushing.