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¢ ‘Beauty’ Mat For Giveaway
In Loeal Tie-in With
Westmore
Here’s what you give ’em: Authortitative beauty hints by expert Perc Westmore. Here’s what you get: A direct tie-in with your showing through copy treatment and art layout. And easy to handle, too. Just imprint this on back of heralds (see page 15) or reprint as separate giveaways, for distribution in beauty shops, cosmetics counters, women’s shops and department stores. For an extra fillip, arrange for leading beauty shops or cosmetics stores to scent the giveaway with a popular perfume, crediting perfume and store in a credit line at bottom. Also arrange for blow-ups of this layout to be placed in store win
dows and on counters.
Art and copy on one mat. Order "665 Westmore Mat 303X” from Warner Bros. Campaign Plan Editor, 321 West
Bette Davi
by PERC WESTMORE Director of Make-Up Warner Bros. Studios
Most beauty is a delightful deception. The sole purpose of using make-up is to enhance your loveliness, or to create an illusion of loveliness. Reflected light on a face at certain angles makes sharp shadows. These can be corrected with color-filtered make-up. Small eyes can be made to look large . .. Square jaws can be softened. The face itself cannot be changed, but its appearance oe | deception can, You can detract from your bad features and emphasize your good features through proper
application of make-up.
CCA Prorfoct Sie ee
The Oval Type of face is called the Ideal Type and, in general, the thought in applying cosmetics is to make your face appear as nearly oval as possible. (The Oval Face is in the proportion of 10” from ear lobe to ear lobe and 7” from hairline to bottom of chin). Yet, each type—Oval, Round, Square, Oblong, Triangle, Inverted Triangle and Diamond—has its own particular charm —the trick lies in making the most of your features. Each of these types can be starred by accentuating the good points and minimizing the weak ones.
ee ‘Cie oe
There are three basic rules to follow in making round eyes look almond-shaped. Do not over-emphasize the round effect. Do not wear a thin eyebrow. Use mascara only on the lashes from the center of the eyes to the outer corners. This will have a tendency to make the eyes appear wider.
ake PAllive ee
Never use a small mouth or a thin lip line. Never use a cupid bow mouth. If your mouth is too wide or your lips are too full, do not make them up to the fullest extent. If your mouth is of normal size, define lips clearly, always keeping the corners turned up slightly, giving the illusion of a constant smile.
44th St., New York 18, N. Y. Produced by Directed by HENRY BLANKE IRVING RAPPER
A WARNER BROS. PICTURE
TIPLE TIE-IN SETS UP CO-OP STORE ADS
BETTE DAVIS
PAUL HENREID CLAUDE RAINS in Warner Bros.’ "DECEPTION"
Everything to help you arm your charms...
Order “665 Co-op Ad Mat 502X” from Warner Bros. Campaign Plan Editor, 321 West 44th St., New York 18, N. Y.
Use this 5-col. mat for merchant newspaper ads featuring such “deception” items as cosmetics, fashions, platform shoes, artificial fireplaces, ornamental table lighters, cabinet radios, etc. Also use the same slogan for window and counter displays.
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