Word: screens
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Dates: during 1950-1959
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...Angeles TV studio last week, a pretty blonde actress faced the cameras for a special kind of screen test. Looking at her image, a panel of cosmetics experts gave their verdict: her makeup was perfect. After a solid year of experiment, a makeup had been invented that looked natural before the glaring new eye of color TV. The inventor: Hollywood's Max Factor & Co., whose concern with improving human looks before both cameras and kitchen stoves has made its name synonymous with glamour all over the world...
...past half-century, Max Factor has powdered, rouged and bewigged almost every U.S. star of stage, screen and TV, and invented special makeups for each medium. By retailing the same kind of theatrical glamour to housewives as well, it has grown into a cosmetic giant, with some 200 different kinds of lipstick, face powder, talcum, cologne, mascara, face cream, shampoo and soap. In 1953 alone, Davis Factor and Max Factor Jr., the brothers who run the company as chairman and president, counted net sales of $19 million in 101 countries, with profits...
From Paste to Platinum. When Max Factor Sr., an immigrant Polish wigmaker, started improving on nature in Hollywood, the screen's silent sirens wore only two kinds of powder-white and flesh-colored-both as pasty as dough. Factor developed new. softer powder shades, more complimentary rouge tones, and an easily applied foundation grease. Soon such stars as Gloria Swanson, Joan Crawford, Mary Pickford and Clara Bow were wearing Factor makeup off the movie lots, and U.S. women, who had previously thought that any makeup made them look "fast," started clamoring for the natural-looking powder and rouge. When...
...from romantic waves to college-boy crew cuts. Now men all over the U.S. wear Factor "toups" (price: up to $150 apiece), and the company sells 20,000 a year. In Hollywood, nine out of every ten male stars over the age of 35 wear "hair additions" on the screen (on the current list: Jack Benny, Bing Crosby, Henry Fonda, Gene Kelly, Humphrey Bogart, Jimmy Stewart), most of them made by Max Factor. Says Max Jr.: "If they're wearing them, they're Factor...
...reporters away, bundled her into a limousine, hurried her off to "a hotel distant from the center of the city . . . I discovered I was practically locked in the hotel, unable to get in touch with anyone." All day she endured English lessons, '"orrible RKO peectures," rehearsals for her screen test, and the importuning of lawyers, who wanted her to sign a contract written in legal English...