Indianapolis Times, Indianapolis, Marion County, 27 April 1952 — Page 35

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'OSGROVE , and the es E. Cox ford. e Harrison mbia Club re later in ceremony, in a navy tung suit, royal blue sories. tended But. versities,

Studio photo,

salman photo,

in for her and Mrs, irs. David

inded Coora Irvine

attended

‘scientific program of skin care.

Block's

“THE INDIANAPOLIS TIMES

2 * ADVERTISEMENT wey

Fashion Beauty Ne

Published by The Wm. H. Block Co.

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- April 27, 1952

BLOCK'S STORE HOURS: | Thursdays, 12 Noon to 8:30 PM. _Talephone CA pitel 8511

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Beauty ‘Hints By John Robert Powers

Famous beauty authority shows you how you can forget the years, by “normalizing” away the cruelty fo your skin! Did you ever stop to think why your skin is dry or oily? Or a combination. of the two? The reasons are obvious: The “norptm mal” condition y iC of your skin Ra is constantly being upset by dirt, germs, extremes oftemperature, improper diet, steam heat—even by your state of mind or by fatigue. Gradually your complexion is deprived of its smooth, dewy youthfulness. Certain areas of your face be-

. come acid (aily) or alkaline

(dry), and unless you take care,

" permanent lines and a coarsened texture result. 3

Wild Woodland Flower Has Special

I have seen women who were in despair about the condition of their skin become radiant, selfpossessed, pretty. Some of them are now my busiest, most successful models, Does that. surprise you? Beautiful models aren't born beautiful . . . any more than the rest of the women in the world, S But beautiful models bring to the surface every bit of the glowing loveliness that lies latent in their skins. They do this through the use of a type of cosmetic made especially for that purpose—Fluid Cosmetics,

(BY

Their flawless complexions are continually being cared for with miraculous Fluid Gold, the overnight greaseless treatment that actually “normalizes” both the Sryuess and the oiliness in your skin.

It is Absolutely Unique!

Fluid Gold is not a greasy cream, not a sticky emulsion or gooey lotion, but a fluid beauty lift that works to free your face and throat of embarrassing wrinkles, age lines and tired sag . .. to bring the skin itself back to normal. That is the keynote of the John Robert Powers skin treatment which helps to assure the Powers models their flawless, younglooking complexions!

No Tiresome Massaging

Before retiring, stroke a few drops of Fluid Gold on your throat; then, up on your face, and gently circle around your eyes. Fluid Gold is absorbed instantly, and begins its beautifying work without any strenuous massage to pull your skin out of shape. This divine beauty Fluid does all the work. You Just relax, sleep and grow lovelier. .

An Invisible Daytime Treatment, Too.

Fluid Gold is a vital protection against time and the elements, A drop or two smoothed on before you apply your makeup foundation will continue the , normalizing work all day. What a blessing Fluid

Gold is when your skin feels

taut and tired! Notice how the puffiness ‘around your eyes vanishes. See how firm your Jaw line becomes. You seem to feel that heartbreaking “slack” tighten up as Fluid Gold tends to lift and tone those droopy face and throat muscles, and smooth away those lines you deplore,

A 3 months’ supply of Fluid Gold costs only $5.00 plus 20% tax, and. is obtainable at the John Robert Powers cosmetic counter at The Wm. H. Block Co.

Beautyscope Gives You New Skin Close-Up

Come to Block's cosmetic department this week and let Dermetics’ new scientific ma-

, chine accurately analyze your

skin. YOU SEE your skin as the experts see it. YOU TAKE

HOME yo own skin chart. YOU LATER to see how your n has improved.

BEAUTY. PE will discover minor sk aults before they become a major problem and will enable the Dermetics consultant to recommend the manner of skin care and the type of make-up designed to meet your personal needs.

Beauty Expert Here : All this week, during the BEAUTYSCOPE demonstration, an expert on beauty, charm and health, Miss Dorothy Myers, from the Dermetics Fifth

Avenue Salon, will be in Block's

Garden of Beauty to assist you. her about Dermetic’s

ast . Sr a

Vol. 1, No. 1

BLOCKS “GARDEN O

Significance for Both Young and Old

The Lovely Scent of the French Muguet-des-Bois, known here in’ America as Lily of the Valley, is a- perfect fragrance for Spring

MUGUET DES BOIS—This springtime scent by Coty, Inc.| is translated to mean Lily of the Valley. The woodland flower series includes perfume, toilet water, sachet, face powder, talcum and solid cologne. As a special gift to purchasers, Coty Inc. is including a Muguet des Bois Papier Sachet with every item in the Muguet des Bois line that you purchase. These fresh smelling sachets add a fragrant note

inside a purse, in a lingerie drawer or tucked in a pocket. The entire fragrance sequence of Muguet des Bois (Lily of the Valley) will be available in Block’s Cosmetic Department. The perfume is $1.50 to $5.00; dram size purser filled with perfume, $1.25; tollet water, $1.25 and $2.00; with atomizer $2.50; sachet $1.00; talcum powder, 85c¢; dusting powder, $1.50; solid cologne, $1.25. All prices plus 20% federal tax.

Exciting Cosmetic Acts asa "Face Lift” That Quickly Takes Years Off Your Age

Invisible Beauty Strap is so colled because it becomes invisible on the skin , . . yet it works for hours, firming and lifting the

face, chin and throat. Takes only two minutes to app

with

upward, molding strokes. Two ounces is enough for 60 treatments poo priced at $5 plus 20% tox at Block's cosmetic department.

You can give a new lift to your face and throat with Frances Denney efficient

‘beauty treatment — Invisible

Beauty Strap. Its purpose is to firm and to lift the skin under make-up—and it doés just that, giving your skin a bracing feeling and a firming action that moulds, holds and sustains your best facial silhouette for hours.

Easy to Use ; Invisible Beauty Strap is a creamy, colorless liquid that requires only two minutes to apply. This is how it works: First of all, the skin must be thoroughly cleansed. Next you shake the bottle well, then pour about one-half teaspoonfull of Invisible Beauty Strap in the palm of the hand. Rub

he hands together, and with the {

Ingertips and palms smooth the creamy liquid with upward, moulding strokes over the face and throat until it disappears onto the skin. As this amazing new cosmetic vanishes you can actually feel and see it making you more beautiful.

Tightens and Smooths Pay particular attention to those areas that you most want to correct. If you want a sharper and more firm throat and chin line, Invisible Beauty Strap will help. If you would like to firm; and smooth puffs and lines amoung the eyes this too, is posible. If your skin has that t look and those) mouth-to-riose lines that can be so aging, Invisible Beauty Strap can help your skin to look glowingly’ younger and frésher. And 45 you apply it, you feel it working against the puffiness, smoothing out the lines, tightening and firming the skin. The liquid vanishes ‘almost immediately, .and your powder base and make-up go on smoothly.

Effects Last All Day The effects of this two-minyte treatment last all day or all evening long. No one will ever know your secret, because this new “face. lift” 1s invisible on

~ Blow . .

around the eyes.

the skin. That is how it gets its name, Invisible Beauty Strap. The amazing cream is found to be to the face what a well-cut foundation is to the (figure. Imagine how confidently you will face your public (that includes husband and children, as well) knowing that your complexion has a new, sparkling . that wrinkles, lines and flabbiness have smoothed away . . . that your skin looks firm and lifted.

60 Beauty Treatments

Use Invisible Strap as part of your regular beauty routine. Two fluid ounces, priced at 35 plus 20% tax, treat you to 60 separate beauty treatments. And the more you use Invisible Beauty Strap, the more thankful you will be to Frances Denney for helping you to a lovelier, younger-looking skin. Frankly, most “face lifts” give only temporary results, whereas Invisible Beauty Strap, by faithful use, helps to firm and tighten loose, flabby skin.

Invisible Beauty Strap is only one of many Frances Denney beauty preparations. Some others are Texture Tint, Deep Down Cleansing Cream, and Oils of the Wilderness. You are invited to visit with Miss Denney’s specially trained consultant at Block's cosmetc department. She will be happy to demonstrate Invisible Beauty Strap for you. Watch how she

“cups” her chin-line and how.

she massages this “face-lift” Learn how Invisible Beauty Strap can quickly make you more beautiful,

x for you in Block's Garden of Beauty

this week '.-

.as essential

_njer of the

You Look Younger

| A Revolutionary Kind of Cosmetic lS

The Final Step in Art of Make Up

The art of make-up, once the secret of Hollywood beauties, can be the daily routine of every. woman who wishes to be beautiful. Make-up, skillfully applied, can turn an “ugly duckling” into a “beautiful swan”

or_give a mature woman the

look of youth, Part of the secret is the use of light and shadow in the proper places to perfect the contours of the face and erase lines. Until recently a make-up that could do this was available only to the make-up artists of screen and stage. Now Harriet Hubbard Ayer is Introducing a revolutionary “highlight cream” that makes light of shadows. It is a quick, simple addition to regular make-up that erases age-lines of the face by concealing ugly shadows at the corners of the mouth, at the smile lines and under the eyes. This make-up is 80 new and so revolutionary that you will have to see it for yourself in order to understand how it works. Once women learn to use it, it will be y ‘a part of your make-up as lipstick, ’

With a tiny bit pry yer Magic on moistened fingertip, draw a curving line from the side of the chin up-

mouth. Blend, the other side. To erase deep smile lines, draw another curve line with yer Magic the cor-

thén repeat on

uth upward around the\nostril; Blend, then repeat on the other side. you have ows unr the eyes, smooth. the cream from the outside corner of each eye well into the bridge of the nose.

Finally, dot the cream over

each temple from hairline to half way between the eyebrows and upper lid, then back to the hairline. Smooth out with the moistened heel of the hand.

You'll be thrilled with the new youthful appearance of your face, so don’t hesitate to be among the first to try this new shadow-free make-up. The cream comes in one shade only, and is $2.50, plus 20% tax, for A quarter-ounce jar that will last for months, It will go on sale tomorrow in Block's cosmetic department.

3 el

&s,

Representatives from fomous beau

lines will be in these beautifully decorated booths on Block's

F BEAUTY" FESTIVAL ALL THIS WEEK

Main Floor “Garden of Beauty,” all week Jong, to dispense Beauty information during this gala

event and distribute gardenias to Block's cosmetics customers,

Helena Rubinstein

Introduces “Lift”

Contour-Lift Film, new easy way fo Beauty by World Famous Expert

The latest discovery made by Mme. Helena Rubinstein is a revolutionary new Contour Lift Film which is a day and night firming treatment that can be used under your make-up to work wonders in firming the face and neck. This new lotion works quickly to overcome all marks of aging in the face and neck. It is instantly absorbed by the skin and is absolutely invisible so that you can wear it all day beneath your make-up and all night as well, : It is h edmtiingiion of Fin lubricating oils, po astringents and stimulating herbal extracts scientifically blended so that it can be used on either a dry, normal or oily skin. As soon as it is applied it cools and the skin. You can feel the pleasant tingling and tightening of lazy muscles. As a quick morning treatment for the mature dry skin. Mme. Rubinstein suggests that you first cleanse the skin with deep cleanser, then apply a film of Contour Lift Film. It is absorbed instantly into the skin, so no blotting with tissues is required.

Pat it or fingerprint it into the face and throat thoroughly. Slap firmly under the chin where muscles are flabby. Pat it firmly on your expression lines. Fingerprint it under your eyes to absorb the puffiness that often settles in that area. Contour Lift Film is the only preparation that gives im-« mediate results in counteracting puffy eyes. Now apply your make-up over the+film and Jet it work for your beauty all day long. Helena Rubinstein’s Contour Lift Film is available in Block's cosmetic department for $5 plus 20% tax. '

Once again, Block's Is holding a “nail clinic” to teach customers a home nail care program. Miss Samuelson, a

representative of Revlon, will be in the cosmetic department all week to give you her expert advice,

She will introduce Revion’'s new “Nafl Builder” set for which the company makes sensational promises. The set contains two specially formulated products that will protect your nails, encourage them to grow and make your nail enamel wear much longer, The company’s guarantee on this product is sensational—a promise of longer, stronger nails in just 30 days. 3 Miss Samuelson, in her nail elinie, will analyze your nalls, give you lessons in proper filing, shaping and care of the cuticle.

New Scientific Treatment for Nail Care

8he will tell you which of the Nail Builder Sets is for you, A special introductory price has been put on these sets. The one for problem-type nails (a $2 value) will be $1.75; for normal type nails, (a $1.75 value) will be $1.50, Plus 20% tax. Miss Samuelson will register your name in her “clinic course” and make a chart for you. After she has demonstrated the care of nails to you, she will ask you to return in a week or two to check your improvement and give you your next lesson. Come to Block's for your complimentary nall analysis,

Block's Street Floor Ready for Big Event

- Thousands of gardenias, fresh from the sun-drenched gardens of California, will be flown to Indianapolis daily starting Mon= day for Block's fi “Gar Beauty,” the ann cosmetic promotion of the store. The gardenias will be given away as gift wraps on each pure chase of cosmetics in the department all ‘week. Aisles and counters of the main floor cosmetic department will be transformed into a floral falryland with plants and flowers, To furthas Re fhe . me will be

ra; from the windows on the yea 1 of Market and Illinois street tc perfume the at-

mosphere. : Fountains of floral fragrances such as Coty's Muguet de Bois (Lily of the Valley) and Rubin. stein’'s White Magnolia will decorate counters in the des ent. i A the event a real ven festival, 1 ‘sentatives will advise custemers on beauty problems,

Pick Your Own owder Blend!

The

pows

watch your skintone ‘being matched in powder shades, then see the tints it lacks being orm. & (rARAont Powe | your skin a A special Introductory size boa Chr to powder, : you, is being offered for $1.00 at Block's all during their Garden of Beautly promotion, from April 28 through May 3. Large size boxes of this powder are regularly $2.00 and $3.00. Prices plus 20% tax.

There's Flower-fresh Loveliness |

‘MAX Factor creates

- lipstick

The only lipstick that

+ » » yot stays

areal gardenia tops the “wrap of every cosmetic purchase this week

(April 28 Through May 3)

lovely longer . . . feel good tool

~actually softens your lips

. looks smoother, goes on easier

BLOCK'S COSMETICS, STREET FLOOR

IAs

Completely new! the world's first lipstick that makes your lips look

Your

looks

lips are kept caressingly

soft and smooth because there's up to 4 times as much lanolin in Max Factor's new COLOR-FAST Lipstick. Yet it stays on longer than any "indelible lipstick ever could.

Goes on more easily, smoother, too. Get Max

Factor's new, different COLOR.

FAST Lipstick today. 8 fascinating mew fashion-right shades ; Party Pink Cheery Cherry tin o lovely rose-pink pyre.deep-red on longer, Golden Flame Red, Red Rose brilliant orange full.t oned rose red nd." Wild Orchid Clearly Red

$]10

gift plus 20% tox

light fuchsia Coral Spray o delicate pinkcoral

brilliant, clear red

Brighter Red sparkling, medium red

with Atomizer

Use this famous fragrance lavishly. Literally drench yourself im its cool; refreshing scent: 4 oz. bottle with atomizer, 1.98; 8 oz. bottle with atontizer. 3.00, Thess spacial packages with atomizer for limited time only

a real gardenia tops the gift wrap of every cosmetic

purchase this week

BLOCK'S COSMETICS, STREET FLOOR Lo

prices plus 20% tex

TPleck's

= 41

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