cold cream is wiped from the face, the nourishing cream or paste is worked in; this restores to the complexion its glow and vitality and preserves its freshness...

Q — And the morning operation?

— The morning operation is of less importance... Before noon the face needs only a little color on the cheeks and rouge on the lips — while the afternoon operation demands greater care, and has its ramifications...

Q — What are your observations, Miss Holzmann, on the Beirut woman and her command of the art of beauty culture? I mean, is she extravagant in making up her face, and does her appearance bespeak taste, or a cultivated taste?

— You embarrass me with this question! I shall not hide from you that I have noticed in the Lebanese woman an innate, refined taste — and I spend most of my hours on the seashore, watching faces and the ways they are made up — and it has been proved to me that "general" taste is plentiful here; yet there are individual, "particular" cases that call for particular attention.

Q — And how is that to be had??

— It is for these particular individual cases that Helena

Rubinstein sent me to Beirut, for the treatment the Lebanese woman needs in this clear, radiant natural setting is not the treatment needed by the woman in Sweden or in England... And I shall be ready to give every recommendation and all guidance, free of charge, for three weeks beginning the first of June, at the Ramil salon — Avenue des Français — telephone 31136 — provided that each lady reserves an appointment in advance...

Q — What are the chief systems and rules that Helena Rubinstein follows in applying the operation

of beauty culture?

— The first characteristic of our institute is renewal, and keeping pace with the newest scientific systems. Helena Rubinstein was the first to introduce "hormones" into the composition of face cream, and she is in constant development, her eye on the newest trends of Paris fashion and its colors, so as to invent shades of rouge that harmonize completely with the colors of dress; the least discord among colors produces a flaw in the whole make-up — and that, I think, is what the woman here somewhat lacks.

— And could you, Miss Holzmann, give us a glimpse of Helena Rubinstein's life? We have long been referring to her, and we know nothing about her?!

— She began her life studying medicine in Switzerland, then followed her family to Australia, and there she soon drew all eyes by the beauty of her skin. They asked her what she used for her face, and she described to them the cream that a doctor had recommended to her, and gave them its formula... And when she sensed the demand for it, she procured a quantity and offered it for sale... And so she began! She traveled to London — her first husband was a journalist, which helped her in advertising her enterprise — and her fame quickly spread... Then she