The sun. [volume] (New York [N.Y.]) 1916-1920, 1919-07-16
FAR EAST EAGER
TO BUY COSMETICS
Women Of Orient Willing to
Pay Good Prices for
Novelties.
FIELD FOR AMERICANS
All Toilet Articles Popular
Here Are in Great De-
mand in China.
ny r. H. WILLIAMS.

At the present time in the Far East,
American manufacturers of soaps, per-
fume and cosmetics have but touched
the fringe of this interesting subject of
commerce II one were to ask me what
I thought was the greatest need of
China from n quick sales standpoint
my one answer would be Cosmetics"
No one has placed on the market of
either China or Russia q face powder
that meets the need of the complex
lon Of the women of these countries.
Yet 1t Is a fact that even poor women
Of these countries will lessen their food
purchases and spend the money thus
saved to secure beautifying articles
Even in Japan the women are buyers Of
all sorts of bust developers, neck beauti-
fiers and Pumping creams.
OmittinS hames of manufacturing con-
Germs, / fou.Nl in this market offered for
sale ankle cram, arm bleach. bath salts,
blush rouge, broken vein cream. bosom
cream, beauty paste, blonde shampoo
brunette cream, bust developer, curling
fluid. couture perfume, dimple lotion, de-
veloping cream, eye water, elbow cream
elbow dimple cream, fieshy hip cream,
foot varnish. hair enamel, hair bright
ener, pretty back cream, pedicure OIL
throat hollow cream. toilet vinegar and
yellow cheek lotion.
The younger families are competing
with one another In the purchase OF
toilet articles. besides powder pun boxes,
fancy tooth brushes, fancy hair brushes
and combs, fancy hand bags and cut
glass toilet articles. Chinese hair dress
ing shops for women and likewise Japa-
nese beauty parlors are seen throughout
the whole of the Far East.
There Is no field that will demand
the expense In advertising that the field
of cosmetics will demand, but at the
same time, there is no field that will
show gains proportionately as great, for
the Oriental merchant is not going to
keep his capital locked UP In cosmetics
waiting for some one to- purchase them
without solicitation, and the only way
a demand can be treated is by news
paper advertising. Magazines are but
few, and those existing do not have
the circulation that would prove bene-
fetal for any sort OF an advertising
campaign in these lines.
Openings for this sort Of trade are
not always obvious in any foreign
country and they appear in unlikely
ways and place., ind the salesman who
thinks that he knows about everything
beforehand and can put over sale OF
these articles without giving In the city
Of its sale an advertising account that
will justify not alone the sale Of that
bill of goods but others, is but securing
the one and only order. Yet. In the Far
East, year in and year out in many
lines, these same errors are repeated
and chances lost and the market allowed
to slip away with the thought that be-
z.-l.
market was dead.
There Is nothing that Is as capable
Of abuse as foreign advertising. and in
China and in Russia more than in any
other part Of the world because of its
cheapness, but cheap advertising does
not gain results in these countries any
more than 1t would in any country and
Is dear advertising at any price.
China to-day Is the richest field in
the world for the American manufac-
turer o. cosmetics and soaps. when the
manufacturer realizes in addition to the
foregoing facts that his good American
salesman must work hand in hand with
some good Chinese salesman, the latter
a person of superior perseverance,, with
push and watchfulness. Let your
American salesman be the director and
Your Chinese salesman the salesman or
order seeker. The latter statement Is
and concerns almost every American
product and its sale.
Tooth powder has a very great sale
In China and one OF the leading brands
manufactured In the United States is
initiated at Toxic and palmed of in
largo sales as the original American
article.
Upper and middle and lower classes
exist in these parts Of the world. as
40 In ri Of world
| These classes naturally demand different
classes of goods in cosmetics. soaps and
perfumes, but It is surprising to know
that many OF even the lower classes go
without other articles in order to pur-
chase the finest grade of perfumes. or
| the newest things in cosmetics to give
! them a trial, so that any new cosmetic
| would prove Just as welcome in China
as 1t would in the United States.