Slogan: "LATEST NOVELTY IN PERMANENT WAVES"

Between 1934 and 1949, we observe a "feminization" process of beauty salons through the choice of their names. While in 1934, beauty salons seemed to be an exclusively "male" business (Francis, Paul, Nicholas), they became an exclusively female activity in 1949 (Mme Karett, Mrs. Kost).

During the entire period, beauty salons or shops appeared in the British newspaper North China Daily News only. This suggests that the Chinese readers of the Shenbao did not turn to this type of beautifying services.