new
CAMPANA
Magic Touch
Instant beauty at your finger's touch
Makers y Solitain
CREAM MAKE-UP
Hot & Coka! Han-Diping!
tro Walar Mosdadi
SOLE AGENTS NANKANG CO UNION BLOG. H.K.
ON SALE AT
LANE, CRAWFORD, LTD. — A. §. WATSON-& CO., LTD, CHINA EMPORIUM LTD. — SINCERE COMPANY, LTD.
COLONIAL
4
DISPENSARY
OTHER LEADING STORES.
Shirts
FOR ALL OCCASIONS
ready-to-wear or to measure
MACKINTOSH'S JTD
Alexandra Building
Des Voeux Road.
'AIR CONDITIONED-STORE for your comfort
She's Engaged!
Priscilla has smooth-gold hair, a beautiful amooth- itory complexion
POND
• Priscilla knows a lovely skin is a "must." And like so many en gaged girls, her beauty care is Pond's Cold Cream.
Sho smooths Fond's fluffy Cold Cream over her face and throat Pats gently to soften and release dirt and make-up. Wipes off.
She's Lovely!
She uses Pond's!
Sho "inser" with more Pand's for extra cleansing, extra softening help. Wipes off.
Every morning, overy night, give yourself Pond's beauty care. See why engaged girls like Pris- cilla and society beauties like Mrs. A. J. Drexel, III use Pond's. Trade inquiries to:
L. D. SEYMOUR &.CO., INC.
Room 322-323, Exchange Bldg., Des Voeux Rd., C., Hong Kong.
Tols: 33520-22697.
idol
HOSE
INCH BY INCH
Sole Agents:
THIS SMART HOSE
IS TÉSTED FOR FIT
& STRENGTH.
ED. KELLER & CO., LTD.
Alexandra" Bldg.,
Tola: 23120 & 23124.
THE HONGKONG TELEGRAPH, SATURDAY, JULY 24, 1948
WOMANSENSE-
THE BATTLE OF THE
Home perms"
cause beauty
salon slump
-by- FRANK
WALLER
WNERS of "Ye Olde Shoppes" Beautie throughout the United States are fighting a life and death struggle with curl-your- tresses-at-home kits which have already captured more than a fair share of the permanent wave trade.
America's 100,000 · beauty' shop proprietors are seriously worried by the amount of trouble for them-which has resulted from little boxes less than a foot long, selling for $2.50 each.
Bold to
Last year
company onc 20,000,000 of them. It expects sell at least unother 25,000,000 this year-and embarking โป $5,000,000 advertising campaign make sure that it does.
on
to
the
"Don't talk to me abou! things," moaned ene Boston beauty expert recently, "I've lost half my customers already and unless some thing startling happens I look like losing the rest."
Feeling The Pinch
НЕ
THE beauty shop slump is not cou- Aned to the glittering little shops that dot every American street. The whole beauty manufacturing busi- ness is feeling the pinch.
wave
A Pennsylvania manufacturer of
and olls, shampoos, lotions foundations lament that he has already had to reduce his output by 30 percent.
Permanent
waves account
for
about half the trade done by beauty shops. Not only is this falling oft sharply, but the other half
dwindling too.
.
翅
American women are, according to official statistics, now spending $250,000,000 less in beauty shops than in 1940. This still leaves the industry at the $1,000,000,000 level. Beauty trade officials would be content to settle at that, but there is no certainty, they say, that busi- ness will even be maintained at its present level.
They cannot, however, blame the home kits for all of it, There has, as in nearly every other section of American Industry, been a waning In spending enthusiasm over the last year, and they hope now
that
modern science will come to their help in attracting Mrs America back to their establishments for treatment by Buch postwar contrivances as the radar wave, the gyroducing machine, and the postural "alignment couch.
WAVES
lx
The radar wave, using electronics The main differences between 11 not radar
and the mediaoval torture rack waves, con in three seconds, heat a clip to the tempora that the rack did not oscillate. The ture required for setting a permanent couch does.
wave.
The gyroducer is a series of tables and hobby-horses which oscillate various parts of the anatomy, while the gyrolator chair will, if a coin 18 put in the slot, oscillate feet, arms and legs while the customer is hav- a face massage or even-beauty Inga
parlour owners almost has
these words a permanent wave.
Another enticement to the beauty
salon in the postural alignment
couch.
her
Mrs America can lie on it with her legs strapped down and shoulders secured by metal clampa. Her hands are then extended back over her head to a metal bar which is slowly moved back from the table.
LINEN THEME
GRACE Arcuri models in
Bermuda
#
gray and white blocked, linon play suit of trimmed shorts and A white lirien uplift bra. skirt and bolero complete the outfit,
Then there is the "Joggle-bed." For 50 cents it gives 15 minutes' of relaxed pummelling on 270 moving steel coils.
belleve But beauty shop owners that it will take more than these alluring gadgets to bring back their trade. Their arch-enemy, they say. is still the home wave.
a
Reported to have been invented by who Harvard undergraduate thought it up in a chemistry labora tory, all the home-waver has to do is to pour a bottle of mysterious liquid over her halt, curl her focks in the little plastk cutling-pins pro- vided, annoint herself with another bottle, wrap a towel around her head and walt 30 minutes-and there is her permanent wave
Big Arms aro now getting into the home wave business. Macy's of New York, the world's biggest de- partment store, is preparing its own
for product
Great the market. retallers like the United-Rexall and Montgomery Ward already have their own kits on sale,
Big sopp cosmetic interests arc nibbling at the idea. Even the fancy nonies are plunging in. Richard Hudnut is now selling a home pre- paration for $2.75 which, it says, is Identical with the material used in the $35 permanent waves it gives in' Its Fifth Avenue salon.
Schoolgirls on Long Island arc going from door to door with the new kits giving "professional” service to housewives.
Ranks Closed
THE beauty shop Industry has closed its ranks in the battle of the waves. Firms have formed the Beautyshop Industry Group, with the idea of making a voluntary two percent levy on supplies bought by the shops.
In this way, they hope to mise $1,000,000 a year to finance a huge advertising drive to the effect that "a home-made wave is like a home- made dress-not as good as one done by an expert."
Bright suggestions from all directions.
are coming
One beauty shop owner argues that all beauty shops should sprinkle- perfume round their shops and sprinkle so much that women will be able to smell it on the other side of the street!
Another idea is that beauty salons, female if they cannot get enough customers, should set up a male beauty salon "in a small back room." One beauty trade Journal even gives detailed hints on how to en- snare the male customer,
"A certain amount of diplomacy must be used," il explains, "You must reassure your male patron that what you do for him will be a secret between you two, that pnu will never tell anyone of his trips to your saloon!"-Reuter.
Summery Hats for Town Wear
NO REASON whatever
why one should not wear both these hats in a sylvan setting...the rea- Bon we call them town hats, is that they are especially adapted to the sort of frocks we wear in town. which is not true of all very summery hats.
The hat below, for in- stance, made of dark green waffle pique, braided all over with white soutache braid, and with white veil- ing chin-tic streamers, is a dandy for shuttling be tween town and country, especially by motor.
Above, a black petit point straw picture hat with overlay 'brim of natural Tuscan face atrawi black velvet ribbon is tbranded", through the Tace straw, bowed behind among yellow 'daisies.
Highly Styled Cotton
THIS
By PRUNELLA” WOOD
Fosal
HIS IS the best year cotton has had, so far as tender, attention from excellent designers goes. They treat this fabric which really is precious, with the same respect they accord the silk goods just restored to us, and the cool chic which is the result, is most attractive to women.
This green cotton broadcloth frock has a full, knife pleated skirt beneath a smooth bodice, topped by, a double cape collar which is folded away from a plunging neckline in front. Behind, the capelet collar does not quite reach : the top of the bodice, and with the sleeveless cut, makes for extra coolness in looks and wearing. The capelet is not a detachable accessory, but an integral part of the design.
DESIGNERS GO IN
FOR TWEEDS
weave,
TRITISH tweeds, always most of which were either half- Boted for their
calf or full-calf in length--wero creations aš suitable for town occasions as for any country
durability and colourings, are now so flexible that they can event. be used, without any appear ance of clumsiness, for the fullest of conts and the must tightly pleated skirts.
Recently at the London head- quarters of the International Wool Secretariat, the 11 famous couturiers comprising the Incorporated Society of London. Fashion Designers de monstrated that the New Look can be quite us devastating
tweed as
in any other fabric, Among the dress, sults and topcoats shown
A Clean Skin
For Health And Beauty
By LOIS LEEDS THE liquefying type of clean- sing cream melts with the warmth of the skin. It pene.
yord
smart
from about 28 ounces to the square The cloths used-ranged-in-weight- yard to as little as eight ounces, for modern technical resources, com. bined with the skill of the world's tinest weavers, have made possible the production of tweeds na light as some of the finest worsteds. Though. tweed still the most durable of all fabrics, it has lost its former ten- dency towards bulkiness.
Lovely Cheviots in both "rough" and "close" finishes, native home-. spun Irish tweeds, Linions, floo Shetlands, soft Saxonies, reversible tweeds in plain tartan for over- coating, and of course a wide range of the workl famous Harris-all
designers Worth, Hartnell and Victor
Stiebel. for their elegant, silm-waisted creations. Most of the topcoats were
were used by
such
ak
ая
very full at the back, and sometimes this fullness was held in by a widn patent leather belt. Suit skirts were picated, and sometimes the back of the jacket was pleated, too.
elegant in
designed by trates, dislodging dust from striped Scottish tweed, dean black the pores, thus giving a fresh seats at the back, which followed Creed, had a skirt with unpressed
the flared line of the back of the
striking overcoat in bold black, white and salmon check, with full raglan sleeves, and very full skirt, worn over a matching skirt, with plain black shortwaist.
The
clarity to the skin.
Always use liquefying cleansing mcket. This couturier also showed cream on a small pad of absorbent Jacket, cotton which has been squeezed out in cold water. Put about half a tea
the pad and spoonful of cream on "wash" the throat and face.
The throat and face should be Rather heavier tweed is used by cleansed with upward and outward Molyneux, for a "pepper and salt" strokes. Always begin at the left mixture sult with matching topcoat. orner of the throat. Cleanse the The Jacket is closely over a skirt throat first, then along the edge of pleated from the hips down. the contour, upward on the face, topcoat is full and loose.. gently around the eyes, across the forehead, down the nose, across the mouth, around and around on the
Digby Morton's travel
In back of the neck. Remove surplus
In cream with cleansing issues; Arst heavy Scottish tweed, checked
# wide. around the eyes, then repeat the ontmeal and black, had strokes used in the cleansing.
collar, covering the shoulders of the Other Creams
roglan sleeves, with a natural cape Soft cleansing creams
should be effect at the back and a broad belt
to contain ile fullness, spread on with the fingertips. Leave on for a few minutes, then remove
cont
One of the high spots of the show was the first appearance of a soft, with tissue. Tise the same movo-
Ught tweed hand-woven by Mrs ments as described above,
Elsle Davenport for the firm of Liquid cleansing creams are very Hardy Amier. Of fine weave in popular in warm weather. They are dull green and black, it
I quick, and they do serve a two-fold
was used EGV CTO, purpose because after cleansing the for a tailored dress, with akin is soft and ready for a quick skirt, as soft and pliable as
buttoned
2011 up bodice and very
make-up.
OF
her
any
Pat the skin with skin freshener light woolled material. Mire Davenport. does with astringent, after cleansing any type of cream, to simulate cit-only speelfle lengths of material to dyeing and weaving and produces
culation.
requirements of σπο
Always use a spatula or spoon to meet.
the
dip the creams from the, fart, as designer-or even one individuni Though she has woven for pleasure this method insures cleanliness.
Remember- clean skin is a since 1920, the only took up the year on healthy skin and can be a beautiful craft professionally last
giving up her job as an art teacher,
skine