Starting in the early twentieth century with the advent of movies and their subsequent side affect beautiful stars! build up companies have been designing products to make average looking women look better. Or at least think they look better. Make up has been a staple of upscale department stores and high priced boutiques right from the very start of the retail business. Even in the early days, generate up products had their own departments. Salesgirls were hired who exhibited a youthful, sparkling appearance. They would grab women by the hand, lead them to the sales counter, apply a bit of this, a dab of that and a puff of something else for free and then make the sale. Early products were marketed in the usual manner for their value in improving your appearance and their price.

The first build up celebrities in the pre-infomercial era we are not the stars that women we are trying to emulate but the heads of the Hollywood build up departments who made the stars look so glamorous. And so the likes of Max Factor, generate up master to countless female celebrities (and men too, by the way) and the most successful line of make up products we are born. Later on the celebrities themselves, sensing a huge cash return for the use of their face, put themselves on various lines of build up products available in stores. When their looks faded, when their careers stopped humming along, the make up products disappeared as well.

And then came infomercials. All of a sudden there was a certain way to get women interested in buying build up products over their TV sets and was it ever successful! Sensing right from the outset that the products had to be celebrity driven, producers came up with a way to market their products to women all over the world via the TV set. Faded and fading stars from the music business, movie business and TV business jumped on the bandwagon to sell contruct up and other beauty supplies to American women by the truckload. Heres the hook that they used: the generate up infomercial and the products were not completely celebrity driven. The celebrity was merely there to endorse the products supposedly used on her over the many years to keep her looking younger and more beautiful. But the item itself was created by, bore the name of and was demonstrated by the build up artist who had labored for decades applying make up to unending beautiful celebrities. The contruct up artist was not a beauty herself but a regular woman who merely worked on celebrities. Hence, the housewife watching in Des Moines, or Chicago or anywhere was not made to feel ugly or less than glamorous.

In fact the celebrity was usually somewhat demeaned on contruct up infomercials as they would generally appear on the show without any generate up on. You would be channel surfing and a close up shot of a celebrity you know would appear on the screen and youd stop, youd notice she didnt look so nice . Youd wonder what happened and youd initial watching the infomercial. And youd hear her talking endlessly about how her appearance, her look, her beauty was predominately the successful work of the artist and her line of amazing products while the artist was applying build up to her face and transforming her right before your very eyes.

And furthermore, YOU!, Miss American Average Woman, could have these identical products that celebrities have been using for decades to make movie magic happen, the secret stuff known only to Hollywood insiders, delivered right to your door in a few days for the low, low price ofwell you get the idea.  What a concept! Do not get the beautiful celebrity, with the face of an angel, to sell the merchandise . Have the average looking make up artist sell the product while the beautiful celebrity is transformed from average looking to gorgeous right before your eyes! And of course, the celebrity was an equal or even majority partner in the profits from the line, picking up millions along the way for a days work, sitting in a relaxed chair, in air conditioned splendor, having contruct up applied to their faces. As the man said Only in America!