The Gary American

Marie Downing Reg. U. S. Pat. Off.
BEAUTY AND ROMANCE
SPONSORED by LARIEUSE BEAUTY FOUNDATION
The Larieuse Beauty Foundation was established by the Godefroy Manufacturing Company to study methods of preserving women's natural beauty, and to make the results of this research available to the public.

THIRTY FOR BEAUTY AND CHARM
Women have consistently been evasive, if not actually untruthful, about telling their correct age, but recently there has been a marked change in the number of years to which they are willing to admit. Heretofore, when it was necessary to, make some statement on the subject, they hid behind the "over-twenty-one" alibi. Now many are frankly admitting their years. Some of the most glamorous stars of stage and screen are over forty and say so. Thirty is actually a much more elegant age than the self-conscious teens and pseudo-sophisticated twenties. By thirty a woman has achieved the charm of maturity while still possessing the freshness and vigor of youth. She has enough self-confidence and poise to meet the most difficult situation without flinching. She has lived long enough to have acquired tolerance and understanding. And it is this sympathy and understanding that make for charm. And charm, as we all know, is far more important than beauty and an open door to romance.

Waging War on Wrinkles
The woman of thirty is more likely to have both charm and beauty. She is, or should be, at the very peak of her loveliness, and If, through carelessness, she has lost her beauty, it may be comparatively easy to regain. Her muscles may be sufficiently elastic for her to be able to pull herself back into trim with a few faithfully taken exercises. Her skin will retain the freshness of youth if she observes the simple formula of cleanliness, stimulation and lubrication. Her one great problem, which is often shared by her younger sisters, is that of wrinkles. Horrid little crows' feet that will creep around her eyes, furrows between her brows and deep lines from her nose to the corner of her mouth.

Against these enemies of beauty women must wage a constant war. The first step, of course, is to find the cause and then set out to avoid it. If you make a habit of going out in the sun without dark glasses or a protecting hat brim, you must expect "squint" lines around your eyes. The same is true if you read or sew in a poor light or in general subject your eyes to unnecessary strain. You will find yourself frowning over your knitting and the longer you continue, the more deeply engraved these lines become. Lack of sufficient sleep, nervousness, moods of depression are all contributing factors.

Lubrication Is Important
The first step towards blotting out wrinkles or towards delaying their appearance is proper lubrication. By the time you are thirty you should have adopted a regular routine to this end. Spread your cream more heavily in the wrinkle area, If the lines are there already. smooth them gently away as you apply the cream. A facial mask such as the egg mask I recommended a short time ago, is an excellent skin tightener and a powerful weapon against the inroads of time. If your skin is dry, however, be sure to use your lubricating cream afterwards.
Remember--thirty is the most glorious age of all. Don't let your most beautiful years be marred by unnecessary wrinkles and cross looking lines.
What are your beauty problems? Write Marie Downing, Larieuse Beauty Foundation, Room 607 - 511 Locust St., St. Louis, Mo., and she will be glad to answer them. Be sure to enclose a self-addressed stamped envelope.