Newspapers / Zebulon Record (Zebulon, N.C.) / Feb. 19, 1937, edition 1 / Page 12
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and is "getting the works” in his battle against I dp.ptl" rhr.n, pouthts, falling irnl ial | PIC By Helen Welshimer IT nas come to the point where that natural instinct of woman you know the one, where she runs her fingers through a man’s hair—is b< ginning to meet with unnatural oppo sition caused by the gentlemen’s per manent waves. The sturdy he-men are going in for beauty treatments, and waves —wide or close, depending on the masculine pro file —are now adorning many a former rough-edged head. If you meet a strange young man with curly hair, think twice before you utter the trite old phrase: “Isn't it strange that men have curly hair, and women straight hair, when men hate ringlets so?’’ Men. you see, no longer dislike a waved effect, but they are still a little bashful over admitting that they pay a price for beauty. Avoirdupois also weighs on the minds of men who are beauty bound. The full waistline, known in the argot as the “alderman,” is due for a belting in the shape of reducing girdles. That, so the beauty experts maintain, is squeezing the women pretty closely in the race for comeliness Double chins and pouches under the eyes are worrying the new Fair Sex, too. All creams in tubes aren’t shaving creams any more. Many of them con tain special preparations to be worked into the skin at night so men can face the “new day' with the same assurance that women do In the revised dictionary Vanity a name is changed to man. The white sheeted contingent who are pummelled pounded rubbed, massaged and creamed in the name of a good appear ance. are as likely to be men as women, since they have discovered that the sur face view gets the first glance. Pot bellied. double-chinned, flat-flootcd. thin-haired sons of Adam—some with nice profiles but an extra inch or two of girth -are marching through Man hattan’s streets today to the places whore beauty and health are preserved and restored IT seems that the old belief that brains J and personality made a man has been relegated to yesterday’s rule books. Today it takes a smooth skin and a creditable waistline, too. However, since men’s wives, secre taries, and .the girls they merely take to tea, are old-fashioned enough still to look askance on beauty treatments for men, many of the entries in the loveli ness crusades go to their appointments f/# \ byway of the back door, or wait until night settles down on the Avenue. There are otnet places, though, where every man enters bold ly, knowing that the atmosphere is com pletely masculine These are the health studios and gymna siums. They are run by men, for men. Jac Auer, whose health studio is one of the most popular of the dozens that line New York, has assisted in removing thousands and thousands of pounds from the na tion's celebrities. As for men’s van ity— “Men are more vain than women,” he asserts. "They are afraid of acquiring large stomachs and double chins. 1 used to have mirrors in one of the rooms of the gymnasium but 1 had to remove them because the men wasted so much time preening in front of them, exam ining their muscles, showing off their strength.” \ IEN are asking for diet aids today The old cartoons which displayed a hungry husband eating green vegeta bles because his wife wanted to reduce no longer are so funny. Men, of their own accord the health experts say, are eliminating butter, cream, pastry and white bread from their menus. The department stores which sell re ducing equipment, and the sports stores which supply the public’s needs, report that the greater number of sales are made to men Moreover, the amount of equipment purchased is increasing. While the silhouette is generally con ceded to be the most important feature of man's attractiveness today, there are several other runners-up in the hall of masculine beauty. Men are having their hair-cuts especially styled, and their / V-k-vr A i.&m\ ,4 Wf iiF Men. according to one authority at least, arc more “skin conscious” than women. ringlets waved, because a wave sets off a profile to nice advantage. They are having their eyebrows plucked, the bags under their eyes removed with cream, and their skins cleared • with sweet smelling lotions. If women would in vade men’s fortresses, men decided they would follow suit and crash* the salons. Actors and businessmen who musl face the public daily are the best clients at the beauty parlors, the experts re port. They realize that their hair and faces are their assets, and they refuse to neglect them. Men, believe it or not, dislike it when their cheeks start to thicken and their chins double, They are glad to buy something in a bottle that promises to recall them to their original profiles. The statement that men are asking for waves receives substantiation in the beauty salons. “There is a vogue abroad today for wavy hair for men,” Madam Helena Rubinstein declares. “Some patrons let the experts in charge suggest arrange ments, while others ask for marcels. Once in a while a man requests a finger wave. Men have facials, too, and hair bleaching is becoming quite comnqpn among men.” The movies started this exodus back to towheaded days among masculine actors. A blond man screens much bet ter when his blondness is definite. Therefore, it is a matter of good busi ness sense for actors who are blond to stay that w r ay. Out in Hollywood much work of this sort is done in the beauty shops, and in New York the vogue is growing, too. r PHE inquiries from men as to the best creams and lotions for use alter shaving, and for removal of bags under their eyes, are growing in volume. Beauty editors report that an increasing number of the letters in their mail bags are from men. and young men lead the list. This skin question is one of the para mount issues in the masculine beauly category. Men. according to Gloria Bristol, who has made a specialty of caring for men’s skin and hair, are more “skin conscious” than women. “They are interested in their skin, not for the sake of beauty alone,” -he says. “They want their skins cleared, and look on a helpful pro cedure as a scientific one. Most men nave sensitive beards and wrong shaving creams often have irritated them over a period of years. Men have come to be helped.” Stories are current—and check-ups prove they are true—of men who come from • far away to New York 1o certain beauty shrines, at regular times, to have an inspection. Some come from Paris in the interests of a good complexion. There are some frivolous touches to the masculine beauty mode, too. Alter all. for a man to come away Horn a salon no handsomer than the man at the next desk is small com pensation. The salons are ottering some tips to the boys that should piovide them with new hope. First of all, the individual hair styles for men are now coming in. Any man who asks for a shave and a haircut in a barber shop is missing out on beauty. He should look at the hair modes in some favored place, decide if his back locks should be long, or short, and suit the cut to his profile. Then, too, men are beginning to keep their eyebrows neat. Straggly, bushy eyebrows are yielding to tweezers. Alter all, a man has as much right as a woman to pose before a mirror with a pair of tweezers. When men take a hand at anything, the enterprise begins to go somewhere. Now that they are casting eyes on beauty, the world will be a better-look ing place. Pretty soon, going to the beauty parlor may become a family habit. Anyway, no matter how a man re acts to beauty treatments for hair, eye biows and skin, there aren't any of them who don't admit that a good fig ure is a mighty fine thing to have. Men are better looking today than yesterday. It isn’t a biological achieve ment. It’s exercise and training!
Zebulon Record (Zebulon, N.C.)
Standardized title groups preceding, succeeding, and alternate titles together.
Feb. 19, 1937, edition 1
12
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