Universal Newsreel - the 'Look-Again Look', USA; 1964

Colour newsreel detailing the idealistic beauty standards of the 'Look-Again Look'. Two women wearing button-down dresses, one with flipped bob, walk into an elegant room, sit on a sofa and open a McCall's fashion magazine. Models in a magazine photograph 'come to life', now standing beside a palm tree with tied-back hair. The models walk towards another woman with a low beehive hairstyle sitting in a bamboo chair. Strikingly round black glasses are shown in a magazine and on a model - 'specs can be spectacular'. A woman sitting on a sunlounger in a bikini next to a swimming pool has suncream rubbed into her back. A woman with a beauty mark on her back and an elaborate, flowery pink hair accessory poses near-nude and and in a black dress. Pages of a magazine show how to keep hands soft and models simulate a kissing couple with focus on the woman's hands. A low-plunging bra to cater for new down-plunging necklines is shown - 'Requirements: first the right figure with a little help from the experts, then the right gown to highlight the glowing all-over loveliness'. A model poses in a bikini and sheer peasant blouse before reclining on a sunlounger as the newsreader says, 'The Look-Again Look is a look that's a long way from just powdering one's nose, and to quote a male viewpoint, the more you see of the look, the harder it is not to! (Look, that is).' Location unknown; precise date unknown. (Universal Newsreel_Episode 1964 – ABMA707K)