The Wilmington morning star., 1940-04-08
SAY YOU READ
IT ON THE
BUSINESS g.
INDUSTRY PAGE
VOGUE BUILDING
ENVlABLE NAME
Modern Beauty Shop Here Is
Prepared To Render
Better Services

A1ASS
compliments for your shop. Several
of your patrons have told me they
appreciate not having to listen to
common gossip while having beauty
work DONE" said a patron to Mrs.
Helene Richardson, owner and op-
orator of the Vogue Beauty shoppe.
In business here at 2o1 Southern
building for the past 10 years, the
Vogue has built up an enviable
reputation with Wilmington's dis
eliminating women. All their serv-
ices are high in quality and per-
formed by expert cosmetologists.
Mrs. Richardson, in attendance at
the shop at all times for consulta-
ton and assistance in selecting and
giving individual permanents, and
other services, is one of the best
trained beauty experts in this Sec
ton. For years she operated
a shop in the Washington-Duke
hotel in Durham. Besides her II
years experience as an owner-man
ager-operator-hair stylist she has
regularly attended beauty culture
conferences and schools to keep
abreast with the latest in feminine
charm aids.
Before going into business for
herself, Mrs. Richardson took ex-
tensive courses in beauty culture
privately from several of New
York's outstanding hair-dressers, in
addition to graduating from the
Helena Rubinstein and Frederics
schools in New York. Such train
ing places her shop high in realm of
thoroughly modern beauty establish
ments.
One of the main courses her
training included was the study of
hair texture. With the knowledge
she now has Mrs. Richardson is
better able to select and give per-
manents with beautiful and lasting
qualities. Every woman realizes
an understanding of hair texture is
the secret to correctly waved per-
m%anents. All permanents given at
the Vogue are under the direct
supervision and instruction of Mrs.
modern and u~p-to-date booths. Each
are ultra private, equipped with the
newest machines, and so arranged
the utmost in comfort. Their
modern reception room is one Of
the most pleasing to be found in
Wilmington. For the warmer sum-
mer weather the Vogue will be
cooled by circulating fans to assure
perfect comfort at all times. "Our
patrons need not worry about be-
hot and uncomfortable
said Mrs. Richardson.
Besides myself as manager we
have three experienced cosmetolo-
gists. For quicker service and most
convenience we appreciate our pa
irons making appointments, but we
can handle those dropping in with
minimum of waiting" she said.
1--WE use only the very best ma
terials FIR all work. Frederics and
Helena Rubinsteins are used with
complete confidence because I have
seen those made and know Of their
superior quality.
"Our facials at this time of the
year are very necessary to keep the
skin soft and lovely. We make our
patrons faces feel and look fresher
than ever before with the materials
and modern methods we employ.
Something Lew in manicures we
installed in u shop recently is the
process. Using a newly dis
covered solution we have been able
to make astounding progress in
giving better manicures. Lactol
hardens the nails stopping unneces-
sary breaking, keeps the cuticules
in perfect condition and gives a
more lasting quality to every Aol-
We use Revlon polishes aE-
clusively, and have all of the very
latest shades to match the new
and more colorful spring ensembles.
I'm beauty shop work something
new, an improvement over existing
methods is always being made, SO
we have quite a time keeping
abreast of the times. But we must
do it to hold the better clientele.
We now have improved ways for
correcting scalp disorders. In ad-
dition to the recognized Parker
Herbex methods we have installed
facilities for giving a steam scalp
treatment that is meeting with
much success here. We invite ev-
with %dandruff, falling hair,
courseness and dryness, excess oily
ness and bald spots to visit our shop
and let us discuss their problems
and advise them"
Along with their policy of high
quality services in a modern shop
the Vogue maintains their repu-
tation for being most reasonable in
If you haven't visited this
distinctive shop as yet, make it a
point to see them soon. All work
is guaranteed perfect.
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