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T h e
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Rosy cheeks, ruby lips, golden hair — all you supply is the woman!
by JAY UTTAL
IN THE heart of Hollywood, there is a multi-colored marble building in which fascinating multi-colored . wares are compounded and vended to women throughout the world — women who would be extremely unhappy if they could not obtain these items that symbolize Glamour.
The place is Max Factor's Hollywood studio, home of the film capital's make-up magic. During the past four decades, this institution's output, like the film output of Hollywood itself, has wrought changes in the whole world's scheme of doing things. No matter in what country women use make-up today, they are to some important degree following a Hollywood technique originated in this studio.
There is a traditional "immigrant boy" story behind this internationally famous establishment, with its 20-million-dollar annual business; but this ^particular version offers an unusual
variation. When he came to the United States, Max Factor was a young man, rather than a boy. And he was far from penniless. When he stepped ashore, he had slightly more than the $40,000 he had earned in a successful make-up and hairgoods shop in Europe.
To have his amazing rise to the height of the cosmetics industry conform to the best American tradition, Fate promptly arranged for Max Factor to lose his savings and become impoverished. A fast-talking promoter fleeced Factor in a perfume, cosmetics and hairgoods concession at the St. Louis World's Fair in 1904. Factor had to forget about the career in dentistry he had always wanted and for which he had journeyed all the way to the Missouri metropolis. After a few years, he heard about a "boom" in California, and descended upon Los Angeles, quickly opening a shop on the third floor of a downtown theatre