HOLLYWOOD (A.P.) -- Fifty years from now, a woman of 50 will be just as alluring as a girl of 20.
That is the fearless prediction of Max Factor, head of the cosmetics concern that is celebrating its first half-century.
"When my father started the company in 1909, women scarcely used cosmetics at all," he commented. "They pinched their cheeks to give them color. The only ones who painted their lips were women of questionable repute or theatrical types - and there was little distinction between the two.
"The movie stars helped us spread the use of makeup. As the stars became popular, the public copied their dress and grooming.
"Gradually, the use of makeup became almost universal among women. Now girls start wearing it at 14 or younger instead of waiting until they are 18."
What about 50 years hence?
"People will be living longer. When we started in business, the life expectancy was 40 years or so. Now it is in the 70s and it will go higher. People will want to avoid the lines and sags of old age as long as possible.
"I firmly believe that in the future women of 50 years or more will look as appealing as girls of 20. We are keeping in touch with scientific experiments in Europe on youth-giving cosmetics."
Factor also foresees the extensive use of cosmetics by men 50 years from now, and for the same reason; to keep young. Men who live longer will want to work longer; hence they'll need to avoid looking aged. Among the Factor predictions: A pill which will forestall the graying of hair.
Champion Paper: Protecting You From The Tyrannical Future Government (Newsweek, 1979)
1999 A.D. Intro (1967)
Women and the Year 2000 (1967)