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Diock's
Make-Up Box
Makes Cosmetic History
rHE only six-day quarter-hour radio show devoted exdusively to retail cosK I ic sales. That's Block's Make-Up Box, imentlv being aired on WIRE, Indianpolis (o,000 Watts NBC) at 11 A.M. londay through Friday and 9:45 A.M. atiuday. The Make-Up Box is planned s a 52-weeks-a-year promotion and the
)Miieiics advertised are decidedly upper yust; names such as Marie Earle, HatiF Carnegie, Farel Destin, Elizabeth iRDEX, Prince Matchabelli and Schiaarelli.
It's a dialogue program and the consnt is carefully planned to include cosletic news about movie stars and famous /omen. Romantic appeal is injected nth the use of a transcribed singing love ffair, the Harry Jacobs Dick and Jeanie series.
Theme for the program is Rachmaninff's Second Concerto and the entire dia
logue is keyed to organ background which is scored for mood of the script. Popular and classical musical selections are coordinated into the commercials.
As a rule, cosmetic manufacturers scorn the use of radio. In fact, most of their promotional efforts have leaned heavily on the use of color pages in prestige and women's magazines. Last autumn Block's proved the worth of radio to the cosmetic manufacturers with the Cosmetic Carnival Quiz, a radio show reported in the December issue of Radio Showmanship.
The program is written and produced by GwiN Advertising Agency of Indianapolis under the direction of George Madden, advertising director and Carl Swanson, toiletries buyer for the William H. Block Company. Jean \Villiams
[Continued to page 142)
A SPECIAL VALENTINE'S DAY program of Block's Make-Up Box featured a singer whose real name is Jimmy Valentine. Pictured above, Back Row (L to R): Jimmy Valentine, Bert Julian, vice president of the Gwin Advertising Agency. Front Row: Max Petty, actor-announcer; Jean Williams, writer-actress of Gwin Adv. Agcy.; Dagmar Serstad, Block cosmetic expert and Virginia Byrd, organist.
PR I L, 1946
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