American Manufacturers of Toilet Articles decided at their Atlantic City convention last week to direct considerable of their 1927-28 advertising to men. Men, said F. A. Adams of Cincinnati to his associates, spend $60,000,000 yearly for cosmetics—perfumes, toilet waters, cold creams and talcums. A favorite talcum has been one that imitates a coat of tan. A new perfume intended for men is golden brown and has a bouquet reminiscent of Scotch whiskey. In the face of robust custom, the problem of advertising cosmetics to men is no less difficult than the problem of cigaret-makers advertising to women smokers.
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