8 B
. WEDNESDAY, MARCH 29, 1961
MEDFORD MAIL TRIBUNE. MEDFORD. ORE.
'Luxury' Appea rs To Be Vog ue
For Average American in 1960s
Br HENRY J. BECHTOLD
UPI Financial Editor
New1 York - lllPD -.Leisure
became a ' byword in the
American standard of living
, this past dec
ade, a n d it
now appears
that ''luxury"
w i 1 1 be the
. vogue of the
average
American i n
'the 1960s.'
One of the
nation's oldest
: Henry Btcntold liquor Import
ers reports that luxury items
re selling better than ever,
nd they are selling to a
broader base of people.
Julius Wile Sons & Co.; Inc.,
discovered this during an in
tensive marketing survey
which was prompted by an
"interesting" change in the
ales graph of one of its im
portant products. -
The graph showed that the
bulk of the Soies of a rather
popular cordial was shifting
io the moderate-priced stores
and bars. Until recently the
company had pegged its pro
. motional efforts on this prod
uct to the finest hotels and
liquor stores. ;, , ';
Gracious Living
The survey disclosed that
the average American now is
interested in "gracious liv
ing." The company stressed
that this trend was not just
confined to imported cordials.
The average housewife is
buying and preparing more
unusual, exotic foods; she is
concerned with more expen
sive Paris fashions; and repli
cas of fine sculpture and paint
ings are finding . their way
into more "average" homes.
The reasons for this broad
ening of the base of fine living
are many. The average family
income, for example, has gone
up appreciably In recent years,
freeing added dollars for non
necessities, r
European travel no longer
is a monopoly oi the rich - one
million Americans are expect
ed to visit that continent this
year.
bring TaitM Back
' Julius Wile said these peo
ple not only acquire a taste
for certain niceties of living
while abroad, they bring these
tastes back with them and in
fluence their friends and
neighbors. '
'i he mass communications
media also have a part in
popularizing many aspects of
good living, heretofore un
known to many average fami
lies. .
And the greater availability
and lower price of fine, well
publicized imports, also have
contributed to the picture.
This new economic reality,
the firm-said, hag forced the
luxury importer to orient his
sales and distribution efforts
to nearly all of the American
people, ii .- ; " . :' '
Raquirtd Basic Chang
This certainly has required
a basic change in the thinking
of the Julius Wile firm, ac
cording to its president Rich
ard Blum. . While the firm Is
not yet mass merchandisers;
Blum said it certainly is not
a purveyor of an unusual
product to a chosen few
knowledgeables. .
The market of the luxury
importers is the vast middle
income class, he stated, "and
we are learning to sell that
market," ,
Inadvertent Libel
Law Repeal Voted
Salem -0IPD- The Senate Ju
diciary Committee has voted
to repeal Oregon's inadvert
ent libel law. ,
.'As It now stands, the law
prevents collective or puni
tive damages for libel if sub
sequent corrections or retrac
tions have been published.
The committee had been
considering a bill to amend
the law, but tabled that mea
sure in favor of doing away
with the law altogether.
. Sen. Anthony Yturri (R-On-tario)
cast the only dissenting
vote. .
Communist Leaders
View Laos Situation
' Moscow-flJPD - Military and
political leaders of the Com
munist world met within the
walls of the Kremlin Tuesday
to discuss "measures to
strengthen Red combat capa
city" and enforce demands for
"restoration of the neutrality
of Laos."
lit .ImA -4
t
DAMAGES AWARDED Damages of $180,000 have been
awarded to Kenneth M. Kudsoh, a 9-year-old Portland boy
who received an anti-Polio inoculation on April 20, 1955, and
soon thereafter developed a general paralysis of the entire
body which left him permanently disabled. Cutter Lab
oratories of Berkeley, Calif., who have claims outstanding
to the tune of $11 million on similar charges, was ordered to
pay the damages; The youth is shown in his home, displaying
his artistic talents to' his sister. .. , - ..
.. . ' (UPI Telepholo)
THE CURRENT RAGE
New Spring Hair Styles Show Trend
To Furnishing of Chemical Elements
:1 !
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2B61-76 '
By DICK WEST
Washington (UPD Last year
about this time I attended a
showing of new spring hair
styles ana
came away
gr e a 1 1 y encouraged.
Hairstylists,
Iobserved
then, had
about quit
try in g to
make Ameri
can girls look
1 i k Italian
west
boys and were tending toward
more "natural" lines, wnai-
evcr they are. (
In the past few months
however, I have noticed some
rather alarming trends. So
when the 1961 hair style show
oDoned here this week, I
dropped by to see what was
in the wind.
Consequently, I can tell you
that about the only thing that
nature has to do with hair
styles this year is to furnish
the chemical elements for the
tints and sprays.
Apricot glow, pink silver,
frosty platinum and baby
beige - these, so help me, are
the names of some of the
colors that women will be tint
ing their tresses with.
Rainbow Hues
And some of them, so help
me further, will be using more
than one color at a time, thus
giving their hair a tri-toned
effect, like brick ice cream.
In one corner of the ex
hibit hall, I saw a hair dresser
demonstrating what he de
scribed as a "figure eight"
coiffure. He took a model who
was sort of an off-blonde and
lumped up her hair so that the
ends cascaded down over her
forehead
Then he tinted some of the
descending strands a pinkish
color and some on the other
side a purplish hue. The re
sult looked like champagne
laced with cherry and grape
flavoring.
Watching this made me feel
kind of queasy, so I relinquish
ed my seat and went over to
have a chat with Andre An-
ouge of Paris, who once won
two international hair styling
contests in a single day
"Whatever happened to the
ponytail?" I asked, hoping to
impress him with my ability
to talk shop.
Tha Current Rags1
Anouee ignored the ques
tion, but I subsequently was
able to draw him into a dis
cussion of the latest trends,
From it I learned that the big
thing nowadays is a hair-do
that resembles an artichoke.
I had some trouble under
standing Anouge's accent, but
I distinctly heard him say
artichoke."
Thus, in just a few short
years, the pattern for female
hair styles has changed from
Italian boys to livestock to
vegetables, with a detour, by
Bill To Cut School
Construction Costs
Salem - (UPI) - Rep. Juanita
Orr has introduced a bill
which she said would save
school districts and taxpayers
tons of thousands and eventu
ally hundreds of thousands of
dollars on school construction
costs.
The bill require!-, that every
school district file with the
state board of education a
copy of final plans for all
school buildings built by the
district. These in turn would
be made available to other
schcjpl districts, on request,
saving duplicate architect fees
in some instances.
The Lake Grove Democrat
said "hundreds of tnousands
of taxpayers' dollars arc go
ing down the drain because of
needless architectural fees on
duplication of plans."
She said schools should be
well built, warm and well
lighted "but I can sec no rea
son why they should not be
standardized in-so-far as con
struction is concerned."
The bill also provides that
architects would be paid a fee
rather than a percentage of
cost of the building.
Need Said Great
For Oswego Bridge
Salem 1PH The Senate
Highways Committee has
been told there is great
need for a bridge over the
Willamette river between
Lake Oswego and the Mil-waukie-Onk
Grove area.
A Lake Oswego delegation
headed by Mnyor I Stidd
Jr. and others saic' the State
Highway Department has
been drngg.ng its heels and
the "need is urgent."
The committee Indicated a
bill might be introduced for
a bonding measure for the
facility.
Committee Approves
Sugar Law Extension
Washlngton-OTP-The Senate
finance committee has ap
proved an extension of the
sugar law for IS months but
amended it so it would pro
duce an estimated $190 mil
lion In revenue each year.
way of the beehive, into in
sects.
Another hair stylist told me
that there is a trend toward
darker hair this season.
"I don't know if Mrs. Ken
nedy had anything to do with
that," he said.
I suppose the showing made
me hair conscious because I
noticed when I got home that
night that my wife's hair
looked as though she might
have been standing on her
head all day,
"When are you going to
get your hair fixed?" I asked
"I just did," she replied.
MISSILE CRASHES
Cape Canaveral, Fla. -UPD-A
winged, air-breathing Macs
missile crashed and exploded
at the tip of Cape Canaveral
Tuesday seconds after begin
ning a planned 1,000 mile
flight over the Atlantic. .
BILL TABLED
Salem (UPD The Houu
Committee on Public Health
and Welfare has tabled a bill
for a vote of the people on
whether the state should
build a $2 million institution
for sex offenders.
'
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but
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