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. 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. On the cosmetics front there were some developments. The rich lanolin oil base keeps skin soft, glowing. Lipstick: Debutante, Pepper Red, Strawberry Blond, Glorious Red, Charel, and Garnet. Perc Westmore’s perfect make-up guide. After Ern left, Bud (Hamilton) Westmore [1918-1973], a younger brother, joined the Californian firm. Appellee, House of Westmore, Inc., is the manufacturer of a cosmetic preparation sold under the registered trade-mark "Overglo," issued January 5, 1943, as No. https://www.westmorebeauty.com//youthful-eye-%26-face-essentials-WYPG043.html. The 1950s was the decade of ‘miracle’ ingredients. I’ve posted photos before of the exterior of the House of Westmore … Above: House of Westmore Salon of Beauty in later years. Perc, Ern and Wally staged make-up shows at the United Service Organizations’ Hollywood Canteen (USO) and the brothers also provided make-up advice for service personnel disfigured by facial injuries. Compact's lid is decorated with coat of arms and stamped The House of Westmore, Hollywood. Permits your foundation-tinted skin to glow through with natural youthful beauty. 52 reviews for Westmore Beauty, 1.3 stars: 'The marketing is very deceptive. Repair costs were estimated to be over US$10,000 and the salon was closed for weeks with a further loss in revenue. This 2,000 square foot house sits on a 7,405 square foot lot and features 3 bedrooms and 2.5 bathrooms. This included the proper relation of powder, rouge, and lipstick to one another which played a very important role in the success of the Max Factor Cosmetic line. Overglo Liquid Cream Foundation: “A long-lasting make-up that needs no powdering, no retouching! The rise of the house of Westmore. Cesar., wigmaker and make-up supplier. Above: Perc, Wally and Bud make up three of the Lane sisters: Priscilla [1915-1995], Rosemary [1913-1974], and Lola [1906-1981]. They released “Danger Signal” lipstick in conjunction with the Zachary Scott/Faye Emerson film of the same name, … In 1937, The House of Westmore (England) Ltd. was established at Empire House, 68 Finsbury Pavement, London and some products were sent overseas in 1938 but, if the business was still functioning, the outbreak of war in 1939 brought its activities to an end. 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. 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. Above: 1941 Westmore counter in F. W. Woolworths. Each article covered one face type along with some make-up and hair styling ‘rights and wrongs’. New Products: French Formula Pencil Lipstick. 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). Above: 1915 Maison C. Unfortunately its ‘Matched Make-up’ promotions were missing a vital component, nail polish. 1944 Westmore Overglo Liquid Cream Foundation packaged in a bottle designed by the industrial designer Raymond Loewy [1893-1986]. Pioneers of their industry, the Westmores' not only created, but they defined the role of makeup artists in Motion Pictures. In the longer term these changes weakened the cosmetic line and caused the New York company to reevaluate its business. 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. Easy to apply.” Party Puff: “Creamy powder make-up containing miracle ingredient ‘Ever-Tex.’ Feather light. To link to this object, paste this link in email, IM or document ... Hull-House … 1935 Monte Westmore shows a permanent waving machine to Frederic March [1897-1975] during the opening of the Westmore Salon of Beauty. Please turn it on so that you can experience the full capabilities of this site. 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. 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. In addition to being used exclusively in The House of Westmore the products were sold only in the fifty most soigné stores in the United States. Only one family features four working generations: the Westmores of … Both brothers had been working in the Max Factor wig department concurrently with running make-up departments in film studios – Perc at Warner Brothers, Ern at RKO Radio Pictures. Your cart contains the maximum quantity of this item. We are excited about using this site to communicate with our residents, businesses, and visitors. Make-up that gives you a thrilling constant glow—even under unflattering lights! The introduction of Hazel Bishop’s Lasting Lipstick kicked off a renewed interest in indelible lipsticks in the United States in the 1950s. 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 . At age sixty, … Doesn’t ‘cake’ or dry the skin, yet helps hide tiny blemishes and wrinkles. Few actors had photogenically perfect features. It may have been as early as late 1935 or as late as early 1937. From Left to Right: Wally held by Ada, George (standing), Monte (standing), Dorothy, and the twins, Ern (seated) and Perc. Davis Factor [1902-1991] and Max Factor [1872-1938] can be seen in the foreground. Vail, 1947. https://www.westmorebeauty.com//youthful-eye-essentials-WYPG042.html. The House of Westmore by Scott Essman: In the history of the modern American movies, there are but few legacies of makeup artists. In 1948, Westmores introduced a third Overglo cosmetic, Overglo Creme-Cake in seven shades, which I assume were the same as the Overglo Liquid Cream. Westmores open new salon. The 1950s would see a number of developments that affected how Westmore marketed its products. However, by the following year the firm was experiencing severe financial problems bought on by bad management, undercapitalisation and profligate spending. Its product is in liquid form … 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. For each store, Perc designed a unique mirror which was surrounded with lights. Perc had spent US$5000 to have a genealogist trace the Westmore coat of arms back to eighteen-century England but the lineage and although the coat of arms developed from them proved to be bogus it remained on the packaging. This chart is marked for a woman with a triangle face with a light complexion. Your browser's Javascript functionality is turned off. A third factor that affected the company was the rise of television. Apply … with fingertips to create a flawless natural beauty. Above: Later examples of Westmore cosmetics with the New York firm clearly marked on the label. House of Westmore (New York) acquires Orlin Laboratories. I signed up to get a delivery of coverage product every three months at what I thought would be about $30/month. There was some executive overlap between the Californian and New York firms. Just smooth on with fingers.” Shades: Natural, Coral, Castilian, Continental, Rose Glow and Copper. In 1933, he and his brothers founded the House of Westmore and began to market their own line of cosmetics to the general market. 1939 Perc Westmore’s Perfect Make-up Guide. Above: 1935 The Westmore brothers at the opening of the Westmore Salon of Beauty. Putting the customer on the “assembly line”. 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. Metal compact has aqua base and gold tone lid. Foundation Cream: Natural, Continental, Castilian, Copper, Coral, and Rose Glow. Only 12 left in stock - order … The Westmores of Hollywood. Above: 1928 Part of a photograph taken at the opening of Max Factor’s Make-up Studio on North Highland Avenue. As companies like Revlon and Hazel Bishop demonstrated, television could be an extremely effective marketing platform for cosmetics but was very expensive. 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. 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. Get flawless-looking skin in minutes with the Body Coverage Starter Kit. Makeup often obliterated the best facial bone … Sandusky, OH: Prang Company. 1942 Westmore Hollywood Pickup Kit: Cleansing Cream, Freshener, and Dry Skin Cream. 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’. 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. In 1938, to alleviate their financial difficulties, the brothers sold the Westmore wig department to Max Factor for US$100,000 and signed a 30-year license agreement that transferred the manufacturer, distribution and sale of Westmore cosmetics to a new House of Westmore company established in New York. 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. Most notable of all of Bud's creations was the molded foam rubber suit he designed for the cult classic The Creature from the Black Lagoon. I have been unable to determine what the arrangements between the Californian and New York companies were after 1968 but it is worth noting that, in the 1960s, the New York company simply referred to itself as Westmore and all mentions of the brothers were dropped. The amount left on the finger was said to be all that was needed to cover the face. 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. The technique reduced congestion in the store and increased sales at the time of the appearance. Opening the salon meant that Perc and Ern had to cut their close ties with the Max Factor company. House of Westmore, Inc. established in California. Make-up in the range was ‘Type-Harmonized’ which meant that its shades were keyed to a woman’s overall complexion – Blonde, Brunette or Redhead. Although Westmores made some attempt to colour coordinate its lipsticks, rouges and face powders the company did not make nail polish and this must have had a limiting effect on sales. By 1940, the Californian House of Westmore had lost two of the original four Westmore brothers. 1937 Damage done to the House of Westmore Salon of Beauty on May 3 during the Federated Motion Picture Crafts strike. Westmore, E., Westmore, W., Westmore, B., Westmore F., & Westmore M. (1956). Everything you need for younger-looking eyes, instantly! Then, in 1940, Monte Westmore died from a heart attack following a tonsillectomy. Above: 1941 Demonstration of the seven face types. Mascara and Eyebrow Pencil: Black, and Brown. 1951 Westmores of Hollywood. Beauty, glamour and personality. 399,428. Its product is in liquid form … Personal appearances in department stores were also used to promote Westmore cosmetics. In response, Westmores began referring to its lipsticks first as ‘Non-Smear’, and then later as ‘Kiss-Tested’, both ideas used by other lipstick makers during the 1950s. 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. See also: Corrective Make-up (Concealers). London: W. H. Allen. Behind circular reception desk painted with a mural representing ancient beauty rituals was a picture of the family patriarch, George Westmore. Gives a long-lasting, soft, protective mat finish. Face Powder: Natural, Continental, Castilian, Copper, Rose Ocre, Coral Rachelle, Westmore Tan, and Rust Brown. As far as I can tell Westmore cosmetics were largely restricted to the United States and Canada. Paperback. 1955 Westmore Tru-Glo and Kissed-Tested Lipsticks. By the early 1950s the company had twenty shades in its lipstick range with further shades introduced later in the decade. 2004 Westmore Grove Dr is a house in PLAINFIELD, IL 60586. Never again has a family dynasty made such an impact in television and film and influenced the way we perceive beauty and the way beauty is achieved. This idea, developed by Perc Westmore, suggested that Westmore cosmetics did not have any of the ‘harsh tones’ or ‘ageing gray shades’ found in other make-up ranges. January, 29-31, 112. Having resigned from Warner Brothers in 1950, Perc is now referred to as the ‘Dean of Hollywood Make-up Artists’. In 1950, Perc Westmore submitted a letter of resignation to Warner Brothers. 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. This kit does it all! On the upper floor were the offices of the Westmore brothers and the wig department. The Westmore brother’s contributions to the American war effort were mixed. The system developed by Ern and Perc recognised seven main face types: Oval, Round, Square, Oblong, Triangle, Inverted Triangle and Diamond. See reviews, photos, directions, phone numbers and more for Westmore locations in Lombard, IL. 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. Percival Harry Westmore (1904–70), known as “Perc” (pronounced “Purse”), headed the makeup department of First National Pictures and then of the company that absorbed it, Warner Brothers, … 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. House of Westmore (New York) acquires remainder of Kurlash. 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. And wrinkles those hidden tones that cast ugly aging shadows a 7,405 square foot house sits on a 7,405 foot! At what I thought would be about $ 30/month ) builds New manufacturing facilities Newburg!: “ Treat your face to this Creamy smooth make-up for complexion Beauty without that masked. 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