Beauty Never Goes Out of Style.
It all began when Ruth Maurer, wife of Dr. A.A. Maurer, a La Crosse, Wisconsin physician, cooked up a batch of face cream in a double boiler over a gas jet in the basement of her red brick home. Mrs. Maurer was certain big money could be made commercializing woman’s ageless battle against the facial ravages of time.
This was 1903, before the days of radio and TV and beauty parlors and plush salons where today’s tint, trim or
curl are considered a must, and before the days of “Revlon”, “Toni” or “Avon Calling”
At that time shampoos were usually done at home with a bar of soap, usually tar, in a bathroom basin, or in less modern domiciles, the kitchen sink with its cistern pump. Curls, waves and touching up of tresses were accomplished in the chimney of a lighted kerosene lamp. The temperature was obviously not thermostatically controlled. The level of heat was determined by the hiss following a light touch of the curling iron tip with a
Soon her products were distributed in every state of the Union, in Canada, Mexico, South America, England, throughout continental Europe, in Russia, South Africa, Australia, China and Japan and on islands in
In 1905, Mrs. Maurer started a beauty school to develop trained and capable beauticians. Soon “Marinello Beauty Parlors” using La Crosse-made products sprang up in all parts of the country.The schools were named after Giovanni Marinello, the founder of Modern Cosmetology.