Photoplay (Jan-Jun 1935)

106 PHOTOPLAY MAGAZINE FOR JUNE, 1935 EDMUND LOWE PICKS MOST ALLURING LIPS IN LIPSTICK TEST Where Is Hollywood's Glamour? UNTOUCHED Picture shows Edmund Lowe, making lipstick test between scenes of his latest Columbia release, "The Best Man Wins". Movie Star tells why he chose / Tangee Lips ! © "Give me the natural lips . . . rosy hut not painted !" Thus, Edmund Lowe sides with the millions of men who don't like that painted look. Tangee can't make any lips look painted, because it isn't paint. Its magic color principle accents the natural rose in your lips. In the stick, Tangee is orange. On your lips Tangee changes to the blush-rose shadeyour lips should naturally have... soft, kissable, womanly. And since Tangee isn't a "paint" lipstick it will not coat your lips with a smear of greasy paint. Try Tangee. It's 39c in one size, $1.10 in the larger. Or send 10c and the coupon for the 4-Piece Miracle Make-Up Set offered below. Tl Worlds Most Famous lipstick ENDS THAT PAINTED LOOK now contain Tangte color principle CONTINUED FRCTM PAGE 43 I • 4-PIECE MIRACLE MAKE-UP SET THE GEORGE W. LUFT COMPANY 417 Fifth Avenue, New York City F6S Rush Miracle Make-Up Set of miniature Tangee Lipstick, RougeCompact.CremeRouge.FacePowder. I enclose 10c (stamps or coin!. 15< in Canada. Shade U Flesh O Rachel CD Light Rachel Namr , (Please Print) A ddreu. __^_ City Slate_ parties, but no one would even remotely consider having a special footman behind the chair of each separate guest, as Charlie Ray did at his dinners. No one would dare to make Swansonian regal appearances, surrounded by royal crests. As a matter of fact, no one would want any of that ostentation today. It's considered poor taste. Just as along Hollywood's boulevards every day the highest priced cars made in this world roll unnoticed, with stars hidden in covered tonneaus. There is no Valentino with a silver cobra coiling on the hood of his car to warn pedestrians out of the way. There is no Wally Reid in his yellow racers thundering spectacularly at dare-devil speeds, wild-haired in the wind. There is no Fatty Arbuckle parking his halfblock-long car with the built-in icebox for curbstone customers to gape at. (~ARL BRISSON has just sent his big white ^-'Hispano-Suiza with all the fancy built-in accessories back home to avoid the tax. He came, of course, from Europe, and probably still believed the stories he had read about how Hollywood stars captured glamour. But he was about ten years behind the times, and his old-fashioned stab at glamour missed by the wide breach of boredom. Few bothered to look at the automobile. Nobody cared. I haven't heard of a star with a private car for years. The roadbeds of the Santa Fe and the Southern Pacific used to groan with them. I haven't seen a chinchilla coat for lo, these many moons. The Talmadge sisters used to wave them in the breeze at every public occasion possible, and Clara Kimball Young once forked out $30,000 for the most famous of the lot. No star that I can think of would remotely consider striding up and down Sunset Boulevard regularly every afternoon in brilliant Chinese pajamas as Nazimova used to do. The lighted "TM" brand which used to announce Tom Mix's Catalina home to the tourists in glass-bottomed boats have long since winked out. And Tom, although an incurable showman, has laid aside his blue velvet evening clothes in mothballs, and no longer puts up his ponies in the best London hotels, as he did Tony in the past. \ /ALENTINO, of course, was tops on the male side for glamour; even when he built a house on a hilltop, not so different from the hundreds of houses which today surmount Hollywood's knolls — but he called it "Falcon's Lair." Glamorous? Certainly. Pola Negri sent to Europe at enormous expense for a certain kind of tree to plant on her lawn. Only the sigh of the wind through those particular boughs jcould soothe her esoteric spirit, she explained. | Would that make her glamorous today — or humorous? Now, how is the public going to take her buying the Valentino house — " to be near his spirit" — with a nominal fee to be charged visitors, if her plan materializes? How long since have you heard of a mad caprice to equal that of Mabel Normand when she impulsively took all the friends gathered at the pier to bid her good-bye with her on a trip to Europe! And when she returned and heard the regrets of those who had failed to be on hand for the profitable adieu, she took the "left-overs" and made a second trip — standing all expenses. No — exhibitionism is out, partly because it doesn't beget glamour any more, and partly because the old mad Hollywood is gone. It has grown up, sobered up, taken a look at itself and, slightly ashamed, completely reversed its glamour-getting tactics. The idea used to be to let the world know how much you had. To dazzle with opulence. To enchant with magnificence. Every pay day Wallace Reid used to walk into Sam Kress's old drug store on Hollywood Boulevard and stop at the perfume counter. He'd buy hundreds of dollars worth of expensive scents, which he distributed to the first girls he met. Most stars of the old Hollywood had their paychecks spent before they ever saw them. They were children living in a wonderful land of plenty and they had no reason to suspect that it wouldn't last forever. They know better now, and the idea has suddenly about-faced. Now, it's not to let the world know how much you have. And save as much as you can. Improvidence is out. The two largest writers of insurance annuities in the country have their headquarters in Hollywood. If I listed the number of ranches and other sound investments of the stars, it would take up the rest of this issue ' of Photoplay. What happened? What sobered Hollywood up? And just where is Hollywood's glamour today? C EVERAL things happened. For one thing, ^Hollywood was mellowed and tempered by that which mellows and tempers all things, including good wine — age. The mad mannekins sickened of their own brew and swore off as they grew older. Another important factor is the talkies. They flooded the town with stage actors, tired of hotel life and trunk living. They made sane home life popular and fashionable. Instead of a possible twenty-weeks a year on Broadway, they had fifty-two on contract salary and a chance to put away that nest eg? they had always dreamed about. They set about doing it and the rest of Hollywood followed suit. Also, of course, there was the Depression. The only place left for glamour was in work. And that is just where Hollywood's glamour is conjured up today — in work, in careers, in screen personalities — and in sane, healthy play — even -as you and I. Private lives, which used to have everything to do with glamour, now have nothing. Glamour lies strictly before the camera's eye Greta Garbo is the most glamorous star of this age. Yet there is no "enticing charm" about her life. It is simple, secretive, colorless. She does nothing showy or spectacular When she rented the big home in Beverly Hills, she used but two rooms. She ate in the' kitchen and slept in the smallest bedroom.; The rest of the house was dark. She is said to have rented this house because ot its high walled back yard in which she could take sun baths. But the meager known facts of her existence haven't created her powerful charm. Her spell on the screen has done it. Mae West, as the whole world knows, completely belies her screen character in private life. Her glamorous fore-runners — Nita Naldi