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BEAUTY FOR THE 8o,fi
The squat and sturdy mug is glorified with facial cream, lotion, talc, cologne and special soaps.
by MARION ODMARK
THERE was a time when the only beautifying the great American male yielded to was a shaving stick, pomade for his pompadour, and a little, very little, lilac vegetale. With these three standbys, he was the essence of good grooming and sterling masculinity. And if anyone had prophesied cosmetics for 1 men that would make daily neces' sities of such luxuries as after'shaving I lotion, talc, facial cream, deodorant, i cologne and special soaps, he no doubt I would denounce the trend a downfall jto dandyism.
As recently as 1936 there were no I cosmetic lines exclusively for men. I A few woman's beauty houses had 1 toyed with the idea and introduced la few supplementary items. But to I no great profit nor popularity.
No average business man was gO' ling to risk his established virility by Isuch a "sissy" stigma. And it was Ithe general opinion in the trade that [appealing to the delicate side of the lale ego was barking up the wrong chin. That was less than ten years ago. 1st year, 1944, sales of complete len's lines soared to $25,000,000.
id if individual men's toilet articles [sales were to be added to this, the figure would mount near $40,000/
000. Over one hundred companies are now engaged in glamouring Joe, with added entries daily. The peacetime picture is even more golden.
Pioneer in this new-found commerce was Alfred D. McKelvy of Kansas City, who introduced a class of cosmetics called "Seaforth" in 1939. Chemist, mechanical engineer and advertising man, McKelvy birthed the idea in 1935 and desul' torily made plans for eventual production. Four years later, he got around to talk over the idea with an executive of Marshall Field and Company, Chicago. Even before actual operations could be started, he had an order that foretold an interesting future. Seaforth's business for 1944 is notched at approximately $2,000,000, a gold mine owned by \''ick Chemical Company since 1941.
As in women's cosmetics, packag' ing has played a role as magical as advertising. The squat and sturdy mug is glorified in eye-snaring scenes for the sportsman. It may even be camouflaged as a fish or a bowling ball. The shaving bowl has been streamlined into a masterpiece of wood workmanship and graining. The sea-faring jug has been symmetrized to engaging line and color.