Word: lipsticks
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Dates: during 1970-1979
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...achieve these and other appearances, the modern woman can select from an array of contouring creams, blushes, enamels, colors and scents that would have staggered Ophelia or even her own mother, who got by with only basic lipstick and powder. A big cosmetics company today produces around 2,500 shades of nail polish, many with matching lipsticks, of course. Plus different perfumes, colognes, toilet waters and other fragrances to be worn at the supermarket, on the tennis court, when running?yes, when running?when dining, when saying goodnight to her Sweet Prince. Plus unnumbered shampoos, moisturizers, eye shadows, lip glosses...
...women indulge themselves. Tis the season when department-store cosmetics counters are jammed and the air redolent of thousands of mixed scents as women spray themselves with a bit of this and a touch of that. Men's eyes are often struck by the sight of a woman daubing lipstick onto her hand to get a better idea of the shade?and leaving five or six stripes of what looks like war paint...
...benefit from hard times: a man who wants to give a woman a stunning gift but decides that a $150 handbag, say, would leave his wallet too thin, may select a $50 bottle of perfume. In the low-priced field, remarks Bergerac, any woman can spend $2.25 for a lipstick that will brighten her mood as well as her appearance. Says he: "When things get rough, women tend to be a little depressed, and somewhere along the line it is nice to go get some cosmetics and feel good...
...exfoliation can make ashen spots show up on dark skin, unless it is covered with special emollients. The upper and lower lips of black women sometimes differ in color?slightly, but enough to require application of a special base to the relatively lighter lower lip if a lipstick is not to come out two different shades. To tap this market, Revlon three years ago brought out a line of Polished Ambers cosmetics?under the Revlon name rather than some specially invented one, as Bergerac proudly notes. He explains: "In doing it that way you do not discriminate. What...
Bergerac has doubled Revlon's advertising budget, to some $135 million this year, and developed a merchandising program called Retail Partners, under which Revlon designs displays and provides promotional materials for stores to encourage them to put on splashy shows. One for Bordeaux lipstick, nail polish and other cosmetics took a whole floor of Manhattan's Bonwit Teller; Revlon supplied books on wine and even old wine barrels to show off. When a Revlon product is a hit, Bergerac quickly follows it with others under the same name. Charlie, for example, has spread since 1974 from a fragrance...