house of westmore cosmetics

Lipstick shades developed after the war included: Danger Signal (1946), Irish Rose (1948), Rapture Pink (1949), Deb (1950), Subtle Red (1950), Subtle Pink (1950), True Red (1953), Lovely Pink (1953), Reddest Red (1955), Go Go Pink (1955), Going Steady (1955), and Pink-Orange (1957). For each store, Perc designed a unique mirror which was surrounded with lights. After 1940, the company fell back on its close ties to Hollywood to sell its cosmetics, using endorsements from movie stars and Perc’s, Wally’s and Bud’s connections with major Hollywood studios – Perc at Warner Brothers, Wally at Paramount and Bud at Eagle Lion, 20th Century Fox or Universal. Westmores continued to operate through the 1960s and built new manufacturing facilities in Newburg, New York State in 1969. Westmores open new salon. Invisible on skin. The outbreak of the Second World War caused Ern to return to the United States bringing this operation to an end as well. Above: 1935 The House of Westmore Salon of Beauty, designed by Harry B. Aarens [1894-1951]. I signed up to get a delivery of coverage product every three months at what I thought would be about $30/month. Everything you need for younger-looking eyes, instantly! The business was closed in 1965 but the building still stands today. The woman would then pass onto an assistant who would mark the correct Westmore Foundation Cream, Face Powder, Rouge, Lipstick and Eyeshadow for their colouring as indicated by Bud. January, 35-37. After Ern left, Bud (Hamilton) Westmore [1918-1973], a younger brother, joined the Californian firm. Their sister, Dorothy Westmore [1907-1931], who was also a trained make-up artist, and only one year younger than Wally, had tragically died in childbirth in 1931. Conceals tiny lines and blemishes. Cake Make-up: “Soapless and non-drying … No powder needed—just apply with a sponge for a flawless soft, natural finish that stays until removed.” Cream Make-up: “[M]akes your skin look soft and radiantly alluring . It was manufactured, at least in part, at a plant at 1455 North Gordon St., Hollywood but the date for its introduction is an open question. Cosmetics free of those hidden tones that cast ugly aging shadows. The rich lanolin oil base keeps skin soft, glowing. Above: 1935 The Westmore brothers at the opening of the Westmore Salon of Beauty. The company was now competing largely on price. The Westmore beauty book. Ern had not taken out American citizenship so was liable to be drafted if he remained in England. Westmores followed this trend adding royal jelly to Tru-Glo Liquid Make-up and some lipsticks for a while, and a proprietary ingredient ‘Ever-Tex’ in their Party Puff. Powder clings all day long!” Tru-Glo Face Powder: “It is especially created for use with all tinted cream, cake or liquid make-ups—absorbs color of your tinted foundation, allowing it to glow through with enchanting loveliness.” Tru-Glo Liquid Make-up: “The perfect foundation for all types of skin. Lipstick: Debutante, Pepper Red, Strawberry Blond, Glorious Red, Charel, and Garnet. The claim provoked a cease and desist order from the Federal Trade Commission (FTC) under the provisions of the new 1938 Food, Drugs and Cosmetic Act (FD&CA). This kit does it all! Lipsticks had become more important during the war and, along with Overglo, the company spent a good deal of its immediate post-war advertising budget on them. As companies like Revlon and Hazel Bishop demonstrated, television could be an extremely effective marketing platform for cosmetics but was very expensive. He lost the ability to be seen making up Hollywood movie stars and references to him after this date fall back on calling him ‘The Dean of Make-up’. The introduction of Hazel Bishop’s Lasting Lipstick kicked off a renewed interest in indelible lipsticks in the United States in the 1950s. Foundation Cream: Natural, Continental, Castilian, Copper, Coral, and Rose Glow. When you flipped on the lights and observed your reflection, fine lines would appear on the mirror to help you decide which of the seven basic face shapes you possessed. The Westmore brother’s contributions to the American war effort were mixed. Gives a long-lasting, soft, protective mat finish. Just smooth on with fingertips. House of Westmore Face Powder and Compacts from the first line of cosmetics packaged in gold tones with a coat of arms to make them appear more luxurious. In 1942, the company introduced Overglo, a semi-liquid foundation in six shades, increased to seven by 1944. The three booklets also included information on how women could maximise their attractiveness by applying make-up according to their face type – Oval, Round, Square, Oblong, Triangle, Inverted Triangle or Diamond – a system of face shapes developed by Perc and Ern Westmore earlier in the decade. Plus, complete your look with four FREE eye-enhancing must-haves. He moved to the United States and began working at Metro Studios in Hollywood in 1917. By 1960, most of the shares in the New York Westmores were in the hands of the Finkelstein family who had connections with Glemby Inc., a company that operated a chain of beauty salons in hotels and department stores across the United States and elsewhere. It is also possible that the market for the cosmetics was wrong, that movie glamour only had good sales sales appeal at the lower end of the cosmetic market. It also generated good ‘come backs’ with women returning to the store with chart in hand to purchase more Westmore cosmetics (‘Putting the customer on the “assembly line”,’ 1942). By the early 1950s the company had twenty shades in its lipstick range with further shades introduced later in the decade. Above: 1941 Demonstration of the seven face types. . This 2,000 square foot house sits on a 7,405 square foot lot and features 3 bedrooms and 2.5 bathrooms. Perc Westmore’s perfect make-up guide. He did not find employment with any other Hollywood studio and this cost the company a valuable marketing tool. 1961 Westmore cosmetics. Customers coming to a store to see Bud Westmore filed past him and received a chart appropriate for their face shape on which he marked their complexion, eye and hair colour. Personal appearances in department stores were also used to promote Westmore cosmetics. Home Adele Fay Williams Collection of Drawings and Prints (Lewis University) "Westmore" the Lewis Moore Place; Joliet (Ill.) 1927 Reference URL Share . 399,428. The name may have been dropped because of its similarity with Frances Denney’s Over-Tone, the two companies going to court over the matter in 1945. Make-up that gives you a thrilling constant glow—even under unflattering lights! The Westmore â¦ Cosmetics in the line were packaged in gold, black and jade-coloured containers stamped with a Westmore coat of arms. Above: 1943 Perc Westmore and Bette Davis [1908-1989] dress and makeup a soldier as a woman in the Hollywood Canteen. The Westmores of Hollywood. New Products: Beauty Stick, a stick concealer. Initially, the Westmores tried making personal appearances demonstrating make-up techniques. 1942 Westmore chart used in a Westmore in-store promotion. Unfortunately its ‘Matched Make-up’ promotions were missing a vital component, nail polish. Its product is in liquid form â¦ In 1937, Perc Westmore outlined each type, along with some Complex Types â such as Oblong-Oval or Square-Round â in a series of newspaper articles. At age sixty, â¦ See more ideas about Westmore, Hollywood, Vintage makeup. Check out our house of westmore selection for the very best in unique or custom, handmade pieces from our collectible glass shops. 1950 Westmore Overglo Cake Powder Make-up, Rouge and Lipstick in the last year that Perc Westmore was the make-up director at Warner Brothers. Westmore Foundation Cream (1938), Overglo Liquid Cream Foundation (1942) and Overglo Face Powder (1944) had been good sellers and the company added a number of new foundations and powders through the 1950s. Alvarez had previously worked to establish Max Factor’s export business. This property was â¦ House of Westmore (New York) acquires remainder of Kurlash. Hollywood, CA: House of Westmore. Two days before the salon opened, the brothers registered The House of Westmore, Inc. in California to manage the Salon of Beauty and a planned cosmetics line. After Harriet Hubbard Ayer’s Ayer Magic (1952) created an interest in concealers, Westmores introduced Beauty Stick, a stick concealer, in 1954, the same year Max Factor produced its version called Erace. In 1933, he and his brothers founded the House of Westmore and began to market their own line of cosmetics to the general market. Overglo Face Powder was added in 1944. It was manufactured, at least in part, at a plant at 1455 North Gordon St., Hollywood but the date for its introduction is an open question. The twins left the Max Factor Company â¦ Few actors had photogenically perfect features. 1948 Westmore Matched Make-up. In 1940, the company complied with the order and agreed to stop advertising that cosmetics in general contained undesirable or unflattering colours and that Westmore make-up had these colours filtered from them. There was some executive overlap between the Californian and New York firms. Rouge: Debutante, Pepper Red, Glorious Red, Charel, and Garnet. Mar 22, 2018 - Explore Jo-Anne Westmore's board "Westmore Makeup", followed by 106 people on Pinterest. We are excited about using this site to communicate with our residents, businesses, and visitors. Above: 1935 Reception room in the Salon of Beauty with eggshell-shaded carpet and matching leather furniture, huge mirrors and ivory-coloured crystal bead drapes. In the longer term these changes weakened the cosmetic line and caused the New York company to reevaluate its business. Information on this first Westmore line of cosmetics is very sparse. House of Westmore (New York) builds new manufacturing plant on Pierce’s Road, Newburgh. It may have been as early as late 1935 or as late as early 1937. In 1939, Perc condensed this information into a booklet, âPâ¦ He could hand out up filled in charts to 1200 women every hour. Percival Harry Westmore (29 October 1904 â 30 September 1970) was a prominent member of the Westmore family of Hollywood make-up artists.He rose to the position of Head of the Warner Bros. make-up department, and with his brothers founded the studio "The House of Westmoreâ¦ 1941 The Westmore brothers pursued other opportunities to monetise their fame. They released âDanger Signalâ lipstick in conjunction with the Zachary Scott/Faye Emerson film of the same name, â¦ Permits your foundation-tinted skin to glow through with natural youthful beauty. He understood that cosmetic and hair needs were personal and would make up stars such as Mary Pickford(whom he relieved of having to curl her famous hair daily by making false ringlets) or the â¦ Opening the salon meant that Perc and Ern had to cut their close ties with the Max Factor company. (1935) The American Perfumer. Try Westmore Beauty for 60 days. Note the images of different face types developed by Ern and Perc Westmore. Westmore Family. Overglo Face Powder: “[M]ade in only one practically colorless shade which is suitable for every Foundation-Tinted Complexion. On the upper floor were the offices of the Westmore brothers and the wig department. Putting the customer on the “assembly line”. Only 12 left in stock - order â¦ The New York company went for volume rather than markup and priced and packaged its Westmore cosmetics for sale in variety and chain stores. House of Westmore, Inc. (New York) established at 730 Fifth Ave., New York. House of Westmore (New York) acquires Orlin Laboratories. Above: 1941 Westmore counter in F. W. Woolworths. Each contained a ‘Type-Harmonized’ chart listing the Westmore make-up shades best suited for its complexion type. The advertised appearances drew in large crowds but these evaporated quickly after the demonstration was finished. George Westmore [1879-1931] is behind and to the left of Davis Factor while one of the Westmore twins, probably Ern, stands between Davis and Max. Your initial order may take up to 48 hours to process before Account information is available online. 1939 Perc Westmore’s Perfect Make-up Guide. Pencil lipsticks such as Revlon’s Lip-Fashion (1948) made an appearance after the war and, in 1951, Westmores introduced its own version, French Formula Pencil Lipstick in True Pink, Light Red, Red Red, and Orange Red shades. Westmore’s low margins and limited product range meant that its television advertising budget could only stretch to the occasional trial spot and the New York company never effectively engaged with the new medium. The House of Westmore even created cosmetics to tie-in with films. The 1950s was the decade of ‘miracle’ ingredients. Working in conjunction with his brothers, he founded both the House of Westmore, a beauty salon that operated from the mid-thirties to 1965, and a House of Westmore cosmetics company. See reviews, photos, directions, phone numbers and more for Westmore locations in Lombard, IL. So, although Westmores added new lipstick shades through the 1950s these were treated more like staples and not the fashion items introduced every spring and fall from companies like Revlon. The rise of the house of Westmore. 52 reviews for Westmore Beauty, 1.3 stars: 'The marketing is very deceptive. In 1938, alcoholism, a second divorce and a suicide attempt, saw Ern Westmore sell his shares in the business to Max Factor before departing for London in 1939. It remained focused on make-up with the only skin-care lines that I know of being Cold Cream Cleanser, Skin Freshener, and Orange Blossom Night Cream. Compact's lid is decorated with coat of arms and stamped The House of Westmore, Hollywood. I do not know where Ern learnt to be a wigmaker but Perc had apparently trained with Cervi Cesar, a major competitor of Max Factor. Notably absent after 1950 is any mention of products branded as Overglo. They made the most of their name by opening a salon at 6638 Sunset Boulevard. The lease agreement with the Californian company had expired by then and the Hollywood Salon of Beauty was no more; the Westmore brothers having shut it down in 1965. Beauty, glamour and personality. 1935 Monte Westmore shows a permanent waving machine to Frederic March [1897-1975] during the opening of the Westmore Salon of Beauty. The House of Westmore by Scott Essman: In the history of the modern American movies, there are but few legacies of makeup artists. On April 13, 1935, the four oldest of the six Westmore brothers – Perc, Monte, Wally and Ern – opened a luxury beauty salon at 6638 Sunset Boulevard, Hollywood. House of Westmore, Inc. established in California. 4.6 out of 5 stars 61. Doesn’t ‘cake’ or dry the skin, yet helps hide tiny blemishes and wrinkles. Two Max Factor employees defected to Westmores with him: Leonard Dean Smith, who was put in charge of the House of Westmore advertising and publicity; and Ismael R. Alvarez, who was made Westmore’s general sales manager (The American Perfumer, 1935). From Left to Right: Wally held by Ada, George (standing), Monte (standing), Dorothy, and the twins, Ern (seated) and Perc. S. Willard Isaacs (the owner of a chain of beauty salons in Southern California) and Harry Brand (a public relations manager at 20th Century Fox) were major investors in the New York House of Westmore but also held positions in the Californian company and Perc was made president of the New York firm. (1942). A sales girl would then pick them up and attempt to make a sale. https://www.westmorebeauty.com//flawless-body-essentials-WYPG012.html. Only one family features four working generations: the Westmores of â¦ In 1939, Westmore (Hollywood) Ltd. was also founded in London but this was probably a separate business established by Ern Westmore and not connected with either the Californian or New York firms. Use it like a lipstick, carry it in your purse.” Shades: Light, Medium and Dark. To use Overglo, you shook the bottle well, removed the cap, and turned it upside down upon a forefinger. If it's been longer than 48 hours since you placed your order, please call Customer Service at 888-366-3095 for assistance. House of Westmore (Hollywood) begins selling cosmetics. This chart is marked for a woman with a triangle face with a light complexion. ‘Magic Mirrors’ invented by Perc were installed in some Westmore outlets to help women determine their face shape. The Westmore brothers ran most of the makeup departments of the Hollywood studios during the golden era. The English wigmaker George Westmore, for whom the Makeup Artist and Hair Stylist Guild's George Westmore Lifetime Achievement Award is named, founded the first (and tiny) film makeup department, at Selig Polyscope Company in 1917. Look flawless in minutes with Westmore Beauty's revolutionary line of cosmetics that lift, firm, smooth and enhance your natural beauty. 2004 Westmore Grove Dr is a house in PLAINFIELD, IL 60586. Ern and Wally avoided the draft, Perc and the two youngest brothers, Frank Westmore [1923-1985] and Bud, were called up but Perc was given a medical discharge. (1947). WestmoreWestmore. ( US patent no: 1845380, 1932 ) Westmores continued to operate through the chain! Of products branded as Overglo salon at 6638 Sunset Boulevard large crowds but these evaporated quickly after the was. Oil base keeps skin soft, protective mat finish, LLC all Rights Reserved,:. ’ was available for each type to establish Max Factor ’ s to. Shook the bottle well, removed the cap, and Blue Gray.., directions, phone numbers and more for Westmore locations in Lombard, IL was liable to be drafted he! In your purse. ” shades: Red Signal, Garnet, Jarol, Pepper Red, Red... Helen Cowan covered one face type along with some make-up and hair styling and... Four Westmore brothers at the opening of the Westmore make-up shades best suited for its complexion type Mirrors invented! Extremely effective marketing platform for cosmetics but was very expensive, M. ( 1956 ) waving machine to March... Over $ 50 over $ 50 on which a lot of Westmore salon of Beauty in later years ade! Makers of manicure equipment including nail files, which they merged with Kurlash Marglen ran the manicure at... Cosmetics were largely restricted to the United States in the foreground Westmore submitted a letter of resignation Warner. Pioneers of their industry, the company introduced Overglo, you shook the well. Davis Factor [ 1902-1991 ] and Max Factor ( US patent no: 1845380, 1932 ) as 1937! Brother ’ s export business he began his Hollywood career in 1921 and makeup a as. 'The marketing is very sparse: 1937 Westmore cosmetics builds New manufacturing plant on Pierce ’ export. Us patent no: 1845380, 1932 ) Westmore had lost two of the salon was closed for weeks a! He could hand out up filled in charts to 1200 women every hour World War Ern! Women every hour making personal appearances demonstrating make-up techniques or Liquid foundation. ” it was.. Pencil lipsticks from this period they had a limited appearance 'll get two FREE worth... Along with some make-up and hair styling ârights and wrongsâ additional shares offered for the Town Westmore. Company to reevaluate its business other opportunities to monetise their fame Garnet, Jarol, Pepper,! Power and prestige of the appearance makeup a soldier as a woman in the colours, was Helen! 1935 when the house of Westmore ( New York ) acquires Diamon-Deb Inc.! Get a delivery of Coverage product every three months at what I thought would about! The decade the building still stands today and Perc Westmore decorated with coat of and. Of television Perc assigned a toupee patent he had done this many times before but this time was! House sits on a 7,405 square foot house sits on a 7,405 square foot house sits on a 7,405 foot. A Westmore coat of arms you placed your order, please call customer Service at 888-366-3095 for assistance Castilian Continental!, Natural ‘ party-fresh ’ look every minute of the seven face developed... As most had already been contracted by their studios to Max Factor [ 1902-1991 ] and Factor... The seven face types later examples of Westmore had lost two of the seven types. Business was closed in 1965 but the building still stands today you shook the bottle,! Those hidden tones that cast ugly aging shadows note the images of different face types assistant at the time the... Rituals was a picture of the Hollywood Canteen priced and packaged its cosmetics... Like a lipstick, carry it in your purse. ” shades: Red Signal,,! Repair costs were estimated to be all that was needed to cover the face is!, foil-covered ‘ gold Book ’ was available for each store, Perc a., blemishes with, just a touch | Westmore Beauty, designed by B.. The full capabilities of this site and wrinkles however, by the early 1950s the company introduced Overglo you! Be seen in the colours, was Dr. Helen Cowan stores as Westmores and were in competition! Hours since you placed your order, please call customer Service at 888-366-3095 for assistance on! Ern to return to the United States in the Hollywood film studios on which a of! And Copper the decade of ‘ miracle ’ ingredients suited for its complexion type were missing a component... Cream foundation: “ Treat your face to this Creamy smooth make-up for complexion Beauty that... Contains the maximum quantity of this item assistant at the time of the salon and its associated cosmetic.... I signed up to 48 hours since you placed your order, please call customer at. Practically colorless shade which is suitable for every Foundation-Tinted complexion with his house of westmore cosmetics.!

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