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Cult of Beauty Has Overtaken
Entire Female Population of U.S.
By HELEN B. SHAFFER
Editorial Research Report
(Editor's Note: American
women spend literally billions
of dollars every year on cos
metics and beauty shop serv
ices. Although the arts of
beautification have ancient
origins, their application on
a mass basis in this country
has developed in only the past
tew decades.)
Washington, Aug. 2 -The
Miss America who won the
first annual beauty contest at
Atlantic City in 1921 was a
dimple-faced blonde whose
curly hair and demure fea
tures showed little evidence
of the use of any artifice to
S) enhance her natural pretti
ness. The Miss America to be
clsen in September, ?jjf50,
is likely to be a streamlined
beauty with deftly arched eye
brows, tinted eyelids, enameg
ed fingernails, and lips of the
currently fashionable pale
hue. Her face no doubt will
have been treated with numer
ous creams and make-up bases
befe application of the final
layers of coloring, and her
hair will have been profes
sionally "styled" before she
faces lie judges.
The contrast in beauty-contest
winners of today and of
40 years aC?o is paralleled
among Amef&an women in
general. It is within this pe
riod that the cult of beauty
has overtaken virtually the
entire female population of
the Unigjd States. Some wom
en have used cosmetics of
some kind all through the cen
turies, but never before has
the practice of improving on
nature's gifts ben so univer
sal. And never before has
there been so iassive an in
dustry to cater to woman's
innate desire for personal at
tractiveness. Women Freed
The period of growth in use
of cosmetics and professional
beiuily servic5 in this country
has coincided, roughly with
theperiod in which women
have emerged in large num
bers from the home to the
lnrger world of wage-earninfl
nnd public affairs. The fran
chise and the lipstick came
to American women at about
the same time. Both symbQ
izcd freeing of women from
traditional restraints.
Archeologists have unearth
ed beauty aids used by the
queens - and ngs - of Baby
lonia 5,000 years ago. A papy
Qrus dating from 1550 B.C.
gave the recipe for a henna
dye used on th)hair of an
Egyptian queen. CQ:cr rec
ords disclosed a method of
curling the naturally straight
hair of Egyptians.
In the 16th century it be
came fashionable for high
born English ladies to prepare
their own cosmetics. Queen
Elizabeth I was a dabbler in
this branch of applied chemis
try. Home manufacture of cos
metics continued into the 10th
century. Numerous recipes for
homemade beautificrs were
printed in America's women's
magazines of that time. But
although many women tinted
their hair and brightcn3
their lips and cheeks, they
did so in secret. Dolly Madi
son was strongly suspected of
using rouge, but she never ad
mitted it. q
Processes Improj
Improvement in the indus
trial processes used in manu
facture of cosmetics, and in
thiOroducls thc(Rjj);vcs. con
tributed along with less tangi
ble infliiencfjyo winning wide
arccptaiQ- ot beauty aids. Un
til around 1900 cold cream
compounded by druggists was
a slick, paste that deterior
ated qtntklyubstltiitlonof
mineral for animal oils Vo-
duccd a ire stable product
suitable for mass production
and distribution. Similarly,
chalky white face powders
were succeeded by powders of
fine grain in a great variety
55 Fifty Plus Clubs
Members of the Medfog:
,ind Cam White Fifty Plus
clubs have been invited to
attend i&iieeling of the Grists
Pass Senior Citizens club Fri
day, August 5.
The Medford club members
are to meet at the Episcopal
Guild hall, Fifth and (gjkdalc
avenue, ai iu:ju a.m.
transportation will be provid
ed. Everyone attending is to
take food for a potluck lunch
eon, and table service.
Calendar
Calendar nollcea and newi for
the society section ot Thw Mali
Tribune must be mibmltted In
writing and deadline for the Sun,
Aav priltlnn Is 1 o.m Friday Dead,
llnp for the weekly calendar is ft
a m nf the day of publication and
for week day news Is 5 p.m the
dav before publication
Wednesday;
12 noon - Townsend Club
auxiliary picnic, HawthorneN
Pafk-
Garden club, home of Mrs. C. I
1:30 P.m. - t-enirai t-oini
H. Ault, 1988 Taylor rd.
of shades. The lipstick, now
every woman's constant com
panion, was first marketed in
this country in 1915. Intro
duction of liquid detergents
in xaju jiiaue uuiiimei ciui
shampoos a staple product.
Only recently, the aerosol con
tainer led to a boom in hair
sprays.
Americans spent only about
$40 million a year on toilet
preparations in 1914. Toiletry
and cosmetic sales topped $1
billion in 1952 and last year
went over $1.6 billion. In ad
dition, beauty shops did a
business in 1959 estimated at
$1.1 billion. Neither cosmetic
sales-nor beauty shop service
havebeen affected by recen
business recessions. Sales and
volume of business have re
corded annual increases de
spite trouble in other sectors
of the economy. O
Billions Spent
The cosmetic industry is
highly competitive and of late
has shown a tendency toward
concentration. WhereaslO
years ago a giant in the in
dustry did a S25 mion an
nual "business, tod.-jgj one com
American Singer-Believed
Home "Is Plq,ceto Enjoy7
By ROSE McKEE
Florence, Italy - Gladys
Swarthout, the famous Amer
ican singer, has a delightful
country home here in the
midst of fields and eye-catch-
ng mountains in the distance,
that she thoroughly enjoys.
"My idea of having a home
is to live in it, enjoy it and
have all three meals a day in
it," the former Metropolitan
opera star saieW
Miss Swarthout and her
husband, Frijnk Chapman
have lived in their "villctta"
six summers. (A villella is
smaller and less pretentious
than a villa.) In late fall, they
return to New York. They told
an Interviewer from the Na
tional Association of Home
Builders in Washington, D.C.,
that the transition is "simple
and easy."
They have six acres of land,
"every inch cultivated." They
raise craDes for their own
wine and they have olive Oees
from which olive oil for their
own use Is made.
"It's so much more flavor
ful than the commercial olive
oil, to which preservatives
must be added," Miss Swarth
out said.
Birthday Party
Often for Twins
Trail - The Misses Jackie
and Joey Hume, twin daugh
ters of Mr. and Mrs. Arthur
IUimiQ eclebrat! their ?th
ifirthoay anniversaries Sun
day, July 24, with a swimming
party and wiener roast at
their home on Big Butte
creek.
Attending wercie Blisses
Mary De Haven, BonniQand
Carol S in 1 1 h, Suzi Chubb,
Adene Jensen, Susan Eastin
and Judy De Haven and Pat
Hay, Larry Smith, Gary
Ayres, Dewey--. Henderson,
Benny Nork, Erfin Hawkins,
Gary Williams and Steven
Geren.
Mrs. Louis Rogers, Pros
pect,, and Pi's. Harry Hard
ing, TQLcod, motored to Hose
burg July 27 where they visit
ed the Wayne Harris and Ax
thur Kobemik families.
OH. Martin's E p is c o p a 1
church, Shady Cove, and
Church of the Good Shepherd
Prospect, held a joint service,
f-oiiHui'tpH hv the Rev. John
Powers, July 24 at Folding
Hills ranch on the banks of
the Rogue river. Follow)!!
the scrviQ a picnic lunch was
served. AJxiut SO attended.
Mrs. Paul Torrance left re
cently by plane for Qincou
ver, B.C.. to visit relatives.
Mr. Torrancpj'will join his
wife thcrfeilaNrr.
O -
1M ...,1 Mru lloru 14tifH.
I.ft nnH fiMir riiiilift'prsV
VrcT.1, (Saurie, Ujilly and
Susie, Auberry, lif., are
spending two weeks visiting
Mr. Harding's mother, V,.
Harry Harding Sr., at her
home on Big Butte creek.
Daughter Here
Mrs. Leo Miazga and small
son, Michael, Pas, Wash.,
were in Medford last week to
visit Jj5rs. Miazpa'smother,
Mrs. V'red Fick50$ North
Holly street. While here the
visitor attended performances
of the Oregon Shakespearean
festival in Ashland.
Drug Tints Lawn
The newest drug takes care
of down-to-earth problems. It
tints and restores lawns to
their natural color and also
acts as a food substitute for
the preservation of lawns.
The product can be used any
season to maintain lush green
coloring, but autumn is the
preferred time - when growth
ha stopped and coloring fades
away.
pany docs close to $250 mil
lion of business a year and
another company $125 mil
lion. Both labor costs and ma
terial costs are relatively low,
but enormous amounts are
spent on advertising. Sales are
stimulated by frequent intro
duction of new products and
new fashions in make-up and
by intensive appeals to ail seg
ments of the market-most re
cently to highly responsive
teenagers.
Beauty shops, now almost
as familiar a featii of the
neighborhood shopping center
as the supermarket, number
ed 110,400 in the United
States when the last census of
business was taken two j.rs
ago. The beauty shop boom
got under way when what had
been a service for special oc
casions became habitual with
a growing number of women.
Beauty shops offer many serv
ices, but their mainstay is the
"hairdo." The permanent
wave, invented early in the
c&ntury anftfurther develop
ed with theuse of electricity,
accounts for around 30 per
cent of the business.
The singer, who will be56
on Christmas day, still hasall
the personal charm that made
her a great lagj on varied
stages opera, radio, motion
pictures, and television. Her
voice has a rich, velvety qual-'
ity. The one-time Missou
girl who had the title role
in the first televised opera,
"Carmen" was asked if she
planned to return to TV roles.
"M.tybe I will return," sh
said. "I would biPintercsted
in TV if it were taped. It
wasn't when I stopped, and
we went Di after long, tiring
rehearsals. A singer has to be
fresh and rested
Likes Florence
She and her hus'Qnd chose
Florence as a summer home
narllv hppnncp llP O.'llfliprl
1
here as a student and saiWj)""'"'' ",s"",'
in opera here. Miss Swarthout
pp Miss Swarllinlltl
likes Florence because it hasv
so much to offer Greek
drama, Italian opera, ballet,
concerts, symphony and cham
ber music."
"We had talked for years of
coming to Florence to live,
she explained. "I was record
ing for Victor in Rome when
we heardOof this place. Tb
moment we waiKigi in me
good garden gate, we knew
this was what we wanted."
Their house, off a dirt road
about 10 minutes drive from
the city, is a long, old stone
structure, golden In color with
green shutters. There is a bal
cony they added aiQ an abun
dance of the geraniums that
bloom so flamboyantly in It
aly. But the scenc-slcaler at
the moment was a lemon tree
in a container on the tei),ce.
Big, light yellow lemons hung
in such a shapely paQern the
tree almost seemed artificial.
But it was real.
The house has a foyer for
"little receptions," a big liv
ing room with paintings, and
a grand piano where Miss
Swarthout has the auto
graphed photos of all her con
ductors. An autograiQcdQ-ic-ture
of President Eisenhower
recalls his first inaugural in
1952. when she sang on the
Capitol steps.
Miss Swartout said that
"most of our furniture came
from Italy in the fireplace."
To furnish the Florence hoifV
"we dismantled our Connecli-
Lcut home," she explained.
'f!TI mp:iciit-pr! Iho rnnmE
here, we measured the furni
ture in Connecticut and sent
whnjWiuld fit in the floor
plan. We luiA only onii table
that did ii(J fit here.
Time To Enjoy '
One of Miss Swarthout's
greatestQleasurcs these days
is thai slie has "time to enjoy
our O'lue and to cultivate
friendships 1 nev had QSH:
I linn lpfnrp "
She and her husband see
more of their American
friends than they d'd when
they lid in Connelaicut.
"More come through Flor
et' than come through Red
ding Ridge," she commented.
Tlu run VMt "vif&'tta"
with the help of two persons
a maid "who sing all the I
time and is happy" and a man
who has lived on the farm for
years. He appisvyes "all the
chtj&ges we have made,
saittf
i : .
they
Both
Miss
Swarthout and
her husb.d speakalian but
"Frank speakfr.it ')ttcr than
I do," she saiti.
Her husband likes to cook
and his specialty is curry,
vfe makes the best Indian
curry," she said, fondly. Chap
man is a member of the Ama
teur Chefs of America. To
Join, he had to cook a dinner
for 12 while all 12 watched
his every move.
He passed the test glowing
ly but, his wife said, "the poor
maid had to wauh every dish
in the house."
MEDFORD MAIL
turn
Wembley, England Britain's
as she receives a salute and a
nine-year-old Brownie Susan Cornell during a festival mark'
ing the SO years of Girls Guides
n : m .. u . . .. u .. i
muni war. nnncli nf knnn, at
Girl Scout, Visits Abbey;
55fSees Princess
Kditor's note:
3iss Betty Duffy,
Ashland, Is one i
of 22 Girl KcniiAt
from Hie United StntPS chosen uf
attend a world-wide Jubilee cele
bration In Great Britain this
summer under the sponsorship nf
the Girl Guides, She will remain
there for two Months. A second
letter from Miss Unify reviews
some of her activities In London).
London, England - Sights
nnH pilips: mav hp slranop.
Vj'iil when ChweUjig as a Girl
Scout one is nefcr without a
friend. a
British Girl Guides met our
ship, (Qg SS United States,
when it docked at South-
l,..n-.lnn C,nl..nl T..I., 1 !
l"ey "rtve uuun iuiiKint
.(j)ou r slay a more delightful one
ever since.
Master Point
PPay Announced
Camp White - Camp White
Veterans Bridge chffl an
nounces (hat master point
play has been .-hcdulcd for
Friday, August b, at 7:30 p.m.
Play will begfS promptly at
that hour, the club stresses.
Norm-south winners for last
week were Mrs. FraQk Baker
avfti M6. John Dougherty,
first, DB' !; (Sir. and Mrs. Joe
Clark, scWind, 93Va; Paul nat
ion and Mrs. Sam Richardson
Herewith Roy Pruitt and John
Shoitridge for third and
fourth, each pair scoring 87
points.
Thomas Munds and Mrs. E.
K. Ricker scored 96 points
to head cast-west players. Sec
ond went to Mrs. Fred T.
Burich and Richard House,
and Dr. and Mrs. Corthitv
91, third.
Pythian Sisters
To Honor Couple
Mr. and Mrs. Joe Cook will
be honored at a reception to
be given Sunday, August 7, in
the PythianOuilding in Med
ford. The event will celebrate
the Cooks' fiftieth wcdiQig
anniversary, and their friends
are invited to attend.
Hours will be tjmi tyQ to
four o'clock.
Hostesses for tluQrcccption
will be members ot Talisman
temple, Pythian Sisters. Mrs.
Cook has been member of
the lodge fimany years.
J Keep thermos bottles clean
and sweet smelling by filling
with a solution of cold w;r
and one tablespoon of lnse
hold baking soda once a
week. Leave gie slo:r out
of the bottle and let the solu
tion remain for several hours.
fg) - -
, a gift fpom
Dorqthy Graft
SHEEg VEBET SPRAY SEJ
included with every
OGILVIE HOME PERMANENT
Now-a beauty "bonus" with your purchase ot the fabulous
Ogilvie Home Permanent ! bheer Velvet Spray bet to keep
your hair Mnootli, shining n ithout lacquer. Yours with the
famous Ogilvie Home Permanent that both conditions and"
curls, (or a nirnv lovely look! And it is especially rec
ommended (or tinted, dyed or
from Ogilvie Sisters, world's
'or 50 years . . together at this
oiiie in today ! $3.25 value (or
Mains Drug Centre
Fast, Accurate Prescription Service
8 North Central SP 2-7113
Open 8:30 A.M. to 9 P.M. Closed Sundays
Double Stamps on Prescriptions Free delivery
TRIBUNE. MEDFORD. ORE.
Princess Margaret smiles
bouquet of carnations from
here. In the background is
. . T n-u.
lt.a ixkllaa lacliiral
(UPI Telephoto)
Margojet
Wi the assistance of the
staff members of the Girl
Guide Commonwealth Head
quarters, we planned an itin
erary for group and individ
ual siglQseein This is for
the two weeks that we are
slaying in LondSn before
traveling in small groups to
various countries to help the
British Guides celebrate their
fiftieth anniversary of Girl
Guiding.
Our first stop was at West
minster Abbey. The stained
glass wiO-lows and gold altar
created an awe-inspiring sight.
However, the many statues
and memorial and the throngs
of sight-seers mftie the Abbey
seem much like a public mu
seum. Our sight-sQiOfig h-O taken
us to places too numerous to
descTibe.0i'he varied itinerary
has included pieces of educa
tion such as Cambridge uni
versity; place of Royal atijy
sphere as Buckingham palace
and WimObr castle; areas of
culture including museums,
art galleries and the London
ballet; and places which are
well known tourist attrac
tions, inDiding the Changing
0 the Guard, Big Ben and the
Houses of Parliament.
One of the highlights of our
trip thus far was the Girl
GuidesO-ssoeialion golden ju
bileiOoirthday festival. U was
presented July 21 to ?3 at
Wembley Q and for the Girl
Guides arQ Girl Scouts
throughbut the world. The fes
tival featuredQ thousand per(
formers and (Included a play
called "The Journey of Soy"
which was preceded by aXar-
'(Tyval of bUges.iSoy staitrting
lor spirit oi louinj,
futilities, more or less with
in '(tV) miles radius of tWCar
nival Producer's base, each
undertook to .nonstrate var
ious badges available to girls
in the Guiding and Scouting
programs.
"The Journey of Soy" had
parts played by 700()iembers
of the Girl Guides association,
drawn from sections of Eng
land, the West Indies and
Hong Kong.
Present at the performance
which I attended were Prin
cess Margaret and Anthony
Armstrong-Jones.
My stay in Iidon will be
terminated tomorrow (July
29) when my group (includ
myself and Nancy Kins
man from Ohio) will leave for
Gloucestershire to take part
in home hospitality sponsored
by the British Girl Guides.
bleached hair. Both products
leading hair care specialists
price (or a limited time only,
only $2.50.
Women s
Lithia Park Art Exfiibit
To Be Held August 13-14
All Rogue valley artists are
invited to show their work
in the annual Greenvich Vil
lage Art show to be held Sat
urday and Sunday, August
13-14, in Ashland's Lithia
park. The exhibit will be
open from 10
a.m. until 5
p.m.
The show is held each year
year during e Oregon
Shakespearean festival. Any
one interested in exhibiting
may call Mrs. John Pletsch,
SPring 2-8116.
Student Makes
Tour of Mexico
Richard C. Guches, Cherry
Heights, Griffin Creek road,
returned last week from a
month's mu)jr tour of Mex
ico. He entered Mexico at
Nogales, Oresas, and travel
ling dArn the western coaf i.
tSf Mexico, spent some time
at the resorts of Mazatalan
and San Bias. He took a trip
into the tropical area and
then toured Mexico City and
spent several days at Acapul-
co where he enjoyed water
skiing and other sports. The
traveler's return trip was
through Monterrey, Mexico,
and Laredo, Texas. Prior to
relugjiing home he also visit
ed Carlsbad Caverns, Grand
Canyon, Las Vegas, Nev., and
visited friends in Sacramento,
Calif.
He is !e son of Mr. and
Mrs. Chester Cches and is a
student at the University of
Oregon where he is a mem
ber of Tau Kappa Epsilon
fraternity.
f-
Veterans Groups
To HSId Session0
All barracks and auxiliar
ies of DiOrict 7, Veterans of
World War I, will hold a dis
trict meeting July, August 7,
in the city park of -'an's
Pass. The Ossions wil1 begin
at 10 a.m. and a covered dish
luncheo will be served at
noon. (
Guests will include Mr,
Ethel Reid, Baker, department
president of the auxiliary for
Oregon.
Mrs. Alvin C. Lucas, Med
ford, is district presidefik for
the auxiliary.
Lipstick stains should be
treated as soon as possible.
On washable f.0ric, sponge
with dor cleaning fluid and
wash in warm suds. TrOt
subborn stains with hydro
gen peroxide.
o
How is it you know fbu're taking no chajea
ien you let a yoQigster take your shopping
Isn't it for the sameeason that you buy 70
of your family's food without actually seeing it?
You know that
A good brand is your best guarantee
. . .(isnd that the name on the label is your best
bing guide. Yoihave learned to count on good
r -r
News
Singers from the Shakes
pearean festival will enter
tain during the day, and organ
music is planned.
Dwaine Smith, Medford
photographer and official
photographer for the Festival.
twill display a group of Fes
tival pictures made during
the last three seasons. Any
one interested may obtain
prints by making a designated
donation to the Festival
building fund.
Many of the artists will be
at their easels during the
show; artists at work have
proven a great attraction for
wavs in the past
All visitors will
be given
ballots and will be privileged
to vote for their favorite
work in each medium.
Couples Return
From Trip North
Mr. and Mrs. C. D. Vroman,
Route 4, have returned from
a week's vacation in Canada.
Mr. and Mrs. Vroman ?d
their houseguests, Mi). , and
Mrs. R. G. Pratt,'aterloo,
Iowa, drove north to Van
couver, B. C, visiting cousins
in Ocean Park, B. C, en
route. Mrs. Vroman and Mrs.
Pratt are sisters.
From Vancouver the cou
ples ferried across the Strait
of Gegia to Nanaimo and
then motored to Victoria, .
C. After sight-seeing there,
they took ferry cruises
through the islands on Puget
Sougyl and adjacent water
ways to Port Townsend.
En route home, they fol
lowed the Washington and
Oregon coast route as far
south as Newport, and ar
rived in Medfc! by way of
Corvallis.
Daughter Attends
Club' eremony
Mrs. Keith Johnson and
daughter, Judi, i.urni to
the JctUnson home at Jlol
Connell aOjnue Sunday after
a visit in Los Gatos, Calif.,
with Mrs. Johnson's mother
Mrs. Jack Spaulding.
While there Mrs. Johnson
attended a meeting of the Los
Gatos chapter of Native
Daughters f California dur
ing which her mother was in
stal.1 president. Mrs. Spauld
ing formerly lived in Med
ford and has many friends
here.
Mrs. Johnson was soloist for
the ceremony, held July 27.
send a child
Social Events
fAW l 3f Jl s 'II
itM::tmff.- ! Iks
Mrs. Clif&rd C. Voiaht, 5
Miss Sandra Nyback, Klamath Falls, $?e pictured here during
the annual tea given last week by the Woman's association
of First Presbyterian church at the home of Mr. and Mrs.
Otto Frohnmayer, Spring street. Miss Nyack, who is the
fiance of Mrs. Voight's son, Monte Voight of Medford.
ranged a large centerpiece of white gladiolus, pink roses
and other blossoms for the tea table.
too the store?
brand nanQ.s. You know thePcompany stands
back of them. You know they protect you.
The tore good brands you get to know, a
fewer buying mistakes you'll make. Get ac
quainted with thoseirands in this newspaper.
You'll get more value for your shopping money
if you do.
BRAND NAMES FOUNDATION
Incorporated
A Non-Profit Educational Foundation
37 West 57th St., New York 19, N. Y.
MEDFORD MAIL TRIBUNE
TUESDAY. AUGUST 2. 1960
C30
Valley View drive, Medford and
see
LaPcinie's
MATERNIT?
PLAYSUIT
COLLECTION
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