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Already the biggest trend in beauty is toward more scientific cosmetics to meet such needs. For years, says Beauty Counselors' De Navarre, "the industry was lying like hell" about its products. With scientific advances, says Kolmar Chairman Lessing L. Kole, "the adman's rather fanciful copy will have to be proved." But most women will not really care. Since they are buying hope, disappointment does not endure. There is always another counter—and a new wonder cream. Says redoubtable Author Kerr: "I know perfectly well that these creams I buy for $8 cost 32¢ to make. But I must have them. I know that they're not really made from whale sperm or the tips of elderly roses. But I'm the type who buys everything. You can't just sit back and wither. You've got to take steps."