Cinematique

In 1958, the Music Corporation of America (MCA) bought the Universal Studios lot from Universal Pictures. In 1962, they then acquired Universal Pictures after they bought Decca Records. In 1964, MCA began the Universal Studios Tour which took visitors around the Universal lot in pink and white-striped GlamorTrams, thus beginning a theme park that would rival Disneyland.

Above: 1966 GlamorTram Tour.

Included in the Universal Studios Tour was a make-up demonstration put together by Bud Westmore, the Makeup and Hairdressing Director for Universal Studios. The demonstration opened in the Commissary along with a fashion show but was soon moved to a new amphitheatre called the Pavilion of Glamour built next to the Cecil B. DeMille Courtyard.

Above: 1967 Demonstration hall in the Pavilion of Glamour.

In the foyer of the Pavilion of Glamour, visitors could purchase Cinematique cosmetics, said to be used by make-up department of Universal Studios.

Now, for the first time, the very cosmetics, the very beauty secrets, the very steps to a perfect professional makeup that are being used by Universal City Studio makeup artists for Universal actresses are available to you.

(‘Cinematique,’ 1965, p. 2)

Above: 1967 Retail space in the Pavilion of Glamour.

According to trademark documents, Cinematique was first used commercially in August, 1965 but the first movies to list Cinematique in the film credits did not occur until late 1966, so if there was a connection between Cinematique products on and off the screen this appears to have occurred after the Studio Tour was established.

Cosmetics

The Cinematique range was primarily about make-up so skin-care products included in the line were there as preparatory supports. Preparing the skin for make-up took three-steps – cleansing, toning and moisturising. Referred to as ‘Trilogy’ it was given a cinematic flavour by referring to the steps as Scene I, Scene II, and Scene III.

Trilogy began with Cinematique Cleansing Lotion (Scene I), a creamy white liquid, massaged in with moistened fingers. It was removed with a wet washcloth before being patted dry with a soft towel. Cinematique Toner (Scene II), an alcohol-free toner, was then wiped over the face and neck using a cotton pad. The final step was to smooth in the peach-coloured Cinematique Moisturizer (Scene III) using moistened fingertips, also suggested for use before retiring.

Cinematique Cleansing Lotion: “[D]esigned to break down makeup, remove grime and dust, and leave the skin clean, fresh and moist.”
Cinematique Toner: “It freshens the skin after cleansing; it removes excess cream or oil or soap residue.”
Cinematique Moisturizer: “This is an especially rich liquid. You’ll find it’s neither greasy nor sticky, and because it’s homogenized its quality is even and smooth to the very last.”

After preparing the face with the three-step Trilogy process, make-up was then applied. Evenblend, a stick concealer, could be used to hide shadows and blemishes. It was smoothed in with a brush or fingers. Glamourglo Liquid Makeup Base was then applied to ‘color, cover, protect, correct and beautify’ the face. Application was best done with a dry foam rubber sponge but the fingertips could be used if a sponge was unavailable. The creamy Cinematique Eyeshadow, in blue or Green, was then worked in before the face was dusted with Glamourglo Translucent Face Powder.

Evenblend: “[A] boon for lightening shadows around the eyes, nose or mouth, for concealing birthmarks, scars and blemishes.”
Glamourglo Liquid Make-up Base: “[D]esigned to color, cover, protect, correct and beautify—all in one!” Shades: Creamy Rose, Golden Blush, Satin Beige, Sandy Blush, and Amber Tone.
Glamourglo Translucent Face Powder: “[A] feathery-light powder that will not change the color of your makeup base.”

Anyone familiar with the Westmore range, begun by Bud Westmore’s brothers, will see similarities between Glamourglo Liquid Make-up and Westmore’s Tru-Glo Liquid Make-up (1951), Glamourglo Translucent Face Powder and Westmore’s Tru-Glo Face Powder (1950), and Evenblend and Westmore’s Beauty Stick (1952).

Colour coordination

The shades of Glamourglo Liquid Makeup Base were organised by hair colour with subcategories organised by skin colour. Included in the range of hair colours was ‘Brownette’ a category originally developed by Max Factor in the late 1920s. Cinematique recommended selecting lipsticks to complement the colour of clothing.

Above: 1965 Cinematique Recommendations.

Other lines

The Cinematique inventory also included two fragrances – Cinéscent One and Cinéscent Two – packaged in a gold and white purse-sized spray container, and two men’s toiletries – Man in Motion After-Shave and Man in Motion Cologne – bottled in black and gold containers.

Also see the booklet: Cinematique (1965)

Later developments

Cinematique does not appear to have been sold outside the Universal lot and I have no information on new product development or new shade ranges introduced after 1965 or when sales to the general public ceased. The last movies credited with using Cinematique date from 1975 so this may mark the end of the line.

Timeline


1959	MCA buys the Universal Studios lot.
1962	MCA acquires Universal Pictures.
1964	Universal Studios Hollywood created.
1965	Cinematique established.

First Posted: 20th September 2022