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The beauty industry

The one American industry unaffeted by the general depression of trade is the beauty industry. American women continue to spend on their faces and bodies as much as they spent before the coming of the slump--about three million pounds a week. These facts and figures are 'official', and can be accepted as being substantially true.

The modern cult of beauty is not exclusively a function of wealth. If it were, then the personal appearance industries would have been as hit by the trade depression as any other business. But, as we have seen, they have not suffered.Women are retrenching on other things than their faces.

Women, it is obvious, are freer than in the past. Freer not only to perform the generally unenviable social functions hithero reserved to the male, but also freer to exercise the more pleasing, feminine privilege of being attractive. The fortunes are made justly by face-cream manufacturers and beauty-specialists, by the sellers of rubber reducing-belts and massage machines, by the patentees of hair-lotions and the authors of books on the culture of the abdomen.

It is a success in so far as more women retain their youthful appearance to a greater age than in the past. The Portrait of the Artist's Mother will come to be almost indisinguishable, at future picture shows, from the Portrai of the Artist's Daughter. The success is part due to skin foods and injections of paraffin-wax, facial surgery, mud baths, and paint, and in part due to impoved health. So for some people, the campaign for more beauty is also a compaign for more health. Beauty that is merely the artificial shadow of these symptoms of heslth is intrinsically of poorer quality than the genuine article. Still, it is a sufficiently good imitation to be sometimes mistakable for the real thing. Every middle-in-come preson can afford the cosmetic apparatus and more knowledge of the way in which real herlth can be achieved is being universally aced upon. When that happy moment comes, will every woman be beautiful-as beautiful, at any rate, as the natural shape of her features? The answer is apparent: No,for real beauty is as much an affair of the inner as of the outer self.