Radio and television mirror (July-Dec 1950)

Every Woman has Unlock the doorway to your own special beauty with True Story's "Seven Keys To Loveliness" coming your way in the October issue (on newsstands Friday, September 8). You'll find the key to a glowing, glamorous YOU in this 17-page complete home beauty plan. Here are your "Seven Keys To Loveliness": face — How to highlight your good features and minimize your faults — the basic essentials of skin care, correction and make-up with careful consideration for your individual problems. hdnClS — Practical advice on proper care of rough, red hands; pointers on professional-looking home manicures; tips on nail growth and strength. Helpful hints for smooth lovable hands. flQlJfQ — Body beautiful is yours through posture control and corrective exercise for figure faults; mental attitude toward dieting plus all you need to know about calories and vitamins. ClOtneS — Correct colors and lines for your particular figure problems; how to evaluate your own type and choose the right clothes for an individual look. hclir — Four C's to hair care — cleaning, conditioning, color and coiffure, with particular attention to doing it yourself; specific facial problems overcome by clever hair arrangement. • CjrOOminCJ — Invisible beauty which starts with body cleanliness and basic good health — and results in the fragrant, wholesome glow that spells real loveliness. Personality — Charm in a nutshell; improving your voice, gestures, manners, poise; how to keep on the sunny side of life. Somewhere in the "Seven Keys To Loveliness" lies the key to your personal happiness. Find it! Use it well! For, if you look your best and feel your best — you're capable of anything! Don't forget Friday, September 8th! It's the day you can get the "Seven Keys To Loveliness" in October At Your Favorite Newsdealer Everywhere! 88 Speaking of Shopping (Continued from page 57) to save steps. The clever shopper tries to save time, energy and money. If you feel you can safely use the telephone for some items, start dialing. Assuming you now know what you want and where you're going to look for it, go straight ahead. Don't let those attractive displays and bargain aisle tables distract you too much. Leave those for more leisurely days. Usually a quick glance will tell you if the sale item is something you really need. On the other hand, plan to take advantage of specially advertised sales on certain types of merchandise. For instance, it would seem foolish to stock up on linen, except in an emergency, at any time other than during the January white sales. But this isn't January and today you're shopping for specific needs. You're in the right department for that first item on your list, and you're waiting to be noticed by the salesperson. The thing to remember here is the "person" in salesperson. There are many types, naturally, but they're all human and respond to a pleasant personality. A good salesperson, because of her . familiarity with the stock, will help you to make a wise selection. Encourage assistance, and reward her with a sincere "thank you for being so helpful." Expect, too, to encounter the completely uninterested type now and then. You might try a little flattery on her. The really antagonistic clerk is rare, but when it's your misfortune to find her, it's better to walk away and return later to someone else than to risk your own peace of mind and pleasure. When a high pressure salesman pulls out the most expensive item and asks, "How many, Madame?" assert your right to see the less expensive item, and compare them for quality and looks. Store managers are always trying to make shopping easier for their customers. Charge accounts can be a wonderful convenience. By charging you save time while shopping, you have an accurate account of your purchases at the end of the month, you have less trouble making returns, and you're often notified of special sales in advance of newspaper ads. But a charge account should be used for expedient, not extravagant shopping. Speaking of ads, it's a fine idea to follow them. During my advertising agency days I wrote copy. Now, on television, I "talk" copy. And I know how much time and money a well informed shopper can save. And how much she can learn from the tags and labels on apparel and household goods that state fabric content, resistance to creasing, moisture or sun. Advertising keeps her informed of new labor-saving devices and time-saving methods. Naturally, I now believe that the ideal way to shop is by television, and I think it will be a wonderful era when you can sit in your own living room, and invite me in with my "good buys" that I love to talk about. Until then, whether you go shopping every third or fourth Saturday night, like I did as a child, or every day as I do now — remember to take those little lists with you. Read your tags and labels, before you buy, check colors and sizes, study price and quality — and enjoy your job as Chief Purchasing Agent for that wonderful family of yours.