The American beauty of 1943, says one of Fifth avenue’s most eminent experts, will spend about 20 minutes daily on her beauty care — and will set a standard that compares all right with that of the pre-war type who averaged an hour and a half a day on her beauty care.
There’s a reason, this expert goes on, why Miss 1943 will be able to look as well with less time spent on personal care — in fact, several reasons.
That pre-war girl “strove for a pale, sophisticated look-of-leisure,” the authority says, but the wartime beauty “radiates healthful beauty from within and without.”
She wears subtle makeup, a short coif, nails filed down to working length and tinted with natural polish, a tailored suit or slacks or uniform for work. The pre-war girl flaunted wide, material-consuming skirts, painted her over-long nails deep red, and thought a glowing complexion wag the result of a bang-up make up job.
In short, the now beauty doesn’t waste time on trivials, and shows it.
But, more important, the new beauty has learned that a quick, sensible routine of home-beauty care is indispensable today. She knows that nowhere is it so true as in beauty care that a stitch in time saves nine. She doesn’t have to go in for elaborate weekly rejuvenation — her skin and hair are kept in good condition.
She is not boycotting the beaut) parlor: she realizes that a thorough and basic condi t ioning treatment is just as essential as brushing her hair, and really brushing, at least twice a week. She keeps her complexion clean, gets a fair amount of exercise and has a healthful diet. She is healthy, and looks vital.