CORPORATIONS: Glamour for Sale

In a Los Angeles TV studio last week, a pretty blonde actress faced the cameras for a special kind of screen test. Looking at her image, a panel of cosmetics experts gave their verdict: her makeup was perfect. After a solid year of experiment, a makeup had been invented that looked natural before the glaring new eye of color TV. The inventor: Hollywood's Max Factor & Co., whose concern with improving human looks before both cameras and kitchen stoves has made its name synonymous with glamour all over the world.

In the past half-century, Max Factor has powdered, rouged and...