Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-01-04

But as we all know from our radio programs
and the advertising in our national mazagines,
toilet preparations rank among the most ex-
tensively nationally advertised commodities the
amount expended in publications OF national
circulation alone being estimated at $25,OOo,OOO.
That figure makes the industry the second
largest advertiser in the country. 1t is sig
nifcant fact that the most popular radio pro-
gram in the United States is an advertisement
of toilet preparation. As many as S5.OOO,OOO
-two-thirds of the people Of the country
have been said to listen-in on beauty, dentifrice
and soap broadcasts."
The Chicago Chamber Of Commerce has esti-
mated that the retail purchase of toilet articles
in Chicago alone, amounts to almost $13,OO0,OO0
annually, that the wholesalers do a $25.0O0,0O0
business, and the manufacturers turn out
products valued at $45,0O0,0O0.
The president of the Chicago Perfumery,
Soap and Extract Association recently stated
that survey indicated that go per cent Of the
gray-haired women of his city are having the
natural color of their hair restored and that
900 is spent annually in the beauty
parlors of Chicago and the vicinity
Some enterprising statiscian has said that
the American women used 1000 tons Of powder
last year and enough hpsticks to reach from
Chicago to Los Angeles by way OF San Fran
cisco, not to mention $4,000 tons Of cleansing
cream, 900 tons of skin lotion, 10000 tons Of
complexion soap, and nourishing creams, foun-
dalton creams, bath powders and rouge in
proportion.
'Predicated upon the United States census Of
manufactures figures, a conservative estimate
for the cosmetics, perfumes and toilet prep
arations sold over the counters Of the retail
stores would be about $4,000 ,000," Mr.. Del
gad0 said
Manufacturers actual figures for the year
1929 which are just available show an in
crease of is per cent over 1927 the previous
census year. This estimate, however, does not
include products of this character that are
manufactured in beauty and barber shops. The
cost to the manufacturers of the ingredients
which went into the perfumes, cosmetics and
other toilet preparations during that year
reached another record, their total value being
S207, 600 900. Beyond such a simple analysis
of the manufacturers figures, the Department
of Commerce does not go.
But various organizations have published
estimates of the volume of the beauty business
which throw an interesting light on the sub
ject" Mr.. Delgado said as he called attention
to the following statements:
According to the National Beauty and Bar
bers' Supply Dealers Association the American
public spends approximately $800,OO00oo every
year in the barber shops of America. There
are approximately 100000 persons engaged in
the manufacture, sale and distribution of
barber-shop supplies and merchandise and in
barber shops. This includes owners, men at
the chairs. nanicurists and porters.
The same organization estimates that the
public spends about $200000000 for toilet
preparations IN barber shops other than those
consumed In service.
1t has also been estimated that there are
$4,000 beauty shops in the United States, which
engage an additional 100000 people, and that
the American women's total bill in these beauty
shops runs up to about $7OO,OO0,O00, third