The Technicolor close-up made a complexion a national concern, and Hollywood and the beauty counter became one industry.
Sound and then color changed the face. The close-up put a complexion on a forty-foot screen, and Technicolor made every flaw a problem to solve, so the studios built a science of make-up to survive it. Max Factor's Pan-Cake was invented for the camera, then sold to the audience that had watched it work.
The beauty industry and the film industry fused. Lux borrowed the stars, Max Factor borrowed the technology, and the fan magazines carried both, so that the reader could buy the exact means by which the face she admired had been made. For two decades, Hollywood was the largest beauty advertisement in the country.
Max Factor's Pan-Cake is invented for the camera, then sold to the vanity.
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