The age of Carmen Miranda movies and music had begun. Chica Chica Boom Chic!

Betty Grable featured in 20th Century Fox Pictures, Down Argentine Way.

“LEARN BETTY’S SECRET FOR BEAUTIFUL EYES,” the ad read.

Arnold had thoroughly retouched the before and after photos—producing illustration more than photography—to convey a smooth and beautiful complexion. The tiny before shot revealed a pretty girl with pale brows and lashes, while the after showed a lushly made-up young beauty. Tiny print mentioned that Betty Grable was featured in the film Down Argentine Way. This way, Tom Lyle reasoned, even if the movie tanked, the ad would still work since it didn't play up the film’s title. In the ad, Betty was quoted as saying, “It’s easy to have lovely alluring eyes…The magic secret is Maybelline eye make-up.” Emery’s copy gave step by step application instructions, ending with: “Then, the joyful climax…when you form your brows in graceful, classic lines with Maybelline smooth-marking Eyebrow Pencil.”

Tom Lyle wasn't the only one taking a risk on the film; so was Daryl Zanuck. Twentieth Century Fox studios had been counting on Alice Faye’s box office power to help solve their financial woes. Would a goofy, light-hearted romp, set in Argentina appeal to Americans in a year when dramatic films like The Philadelphia Story and The Grapes of Wrath would take most of the credits? A few westerns had done well, and Ginger and Fred were still dancing. Bing Crosby, Bob Hope and Dorothy Lamour had starred in the popular Road to Singapore—which had nothing to do with Singapore and was oblivious to Japanese imperialism in the Pacific.

Fox wanted something fresh, and if they couldn’t cavort in Europe or the Pacific, they’d take their fun and games elsewhere. South America seemed like a pretty safe bet. With that lively Brazilian music, movie-goers could transport themselves to a place where war didn’t exist. 

Carmen Miranda

The gamble paid off. In October of 1940, FDR relieved everyone by saying, “I have said this before, and I’ll say it again and again: Your boys are not going to be sent into any foreign wars.”  The film opened that same month, and the public adored Betty Grable and Carmen Miranda in her outrageous costumes. Revelers everywhere, like Evelyn’s crowd at the Biltmore, learned to samba to tunes like “Bambu Bambu.” The age of Carmen Miranda movies and music had begun. Chica Chica Boom Chic!

Alice Faye

At the same time, teens and young women in their twenties identified with Grable’s saucy blond beauty and lively spirit. In droves and busloads they crowded into dime stores to buy Maybelline. Tom Lyle immediately parlayed his new bombshell into another full-page color ad. Alice Faye had worked out her contract differences with Zanuck and signed along with Betty Grable to do Tin Pan Alley, another light-hearted musical, but Alice didn’t want to do business with friends, including Tom Lyle. Arnold got around this by developing an ambiguous photo-illustration that resembled both Alice and Betty. The caption read, “Adorable with Maybelline,” and audiences weren’t sure if the model was Faye or Grable--which was exactly what Tom Lyle wanted. 

Erich Maria Remarque and Paulette Goddard...A TRUE HOLLYWOOD LOVE STORY...

A virtually forgotten piece of Hollywood History
 – in Switzerland – destined to be Lost… Forever!

Ensuring a Cultural Legacy.
Bold: quick read / the basicsRegular:
 extended infoItalic/Indented : full details
In-depth Links: underscored (new tab)

A long list of celebrities, VIP’s, artists, authors, intellectuals and scientists moved to the Alps in the past century to enjoy the majestic landscapes of Switzerland, in a place that would shield them from the rest of the   World’s turmoil.
During WWII many who fled Nazi Germany had no other choice than to seek refuge in this neutral country wedged between Hitler and Mussolini.
Among them, was the World’s most famous anti-war novelist Erich Maria Remarque, who fled his homeland in the early 1930′s to avoid certain persecution by the Nazi regime, who was after him because of “…literary Treason against the German Soldier” after penning his best-selling “All Quiet on the Western Front“.

Remarque found refuge in Porto Ronco on the shores of Lago Maggiore, in Switzerland’s southernmost “Three-Lakes Region” shared with Italy, until his death in 1970. He rests in peace at the Ronco sopra Ascona cemetery, alongside his famous wife Paulette, and mother-in law Alta-Mae Goddard.

“All Quiet on the Western Front (1930)” received the third-ever Academy Award for Best Film, and was re-made into a 1979 made for TV movie starring “The Waltons’” Richard Thomas and the recently deceased Ernest Borgnine who considered “All Quiet…” to be “..the greatest thing that was ever made!” (YouTube).

Al Pacino‘s “Bobby Deerfield (Heaven has no Favorites)” is one of 20+ “Remarqueable” feature film productions based on Erich’s catalog of 13 novels, and is only one example of how Remarque’s influence in the American film scene went well beyond his death.

To this day, Remarque’s work is considered an important milepost in German-American Literary and Film History: his 1940′s novel “Spark of Life” is being developed into a feature by John Culton – and a 21st Century version of “All Quiet on the Western Front (2012)” is in pre-production, produced by Leslie Paterson and Ian Stokell, co-produced by Mary Richards (“Alice in Wonderland“) and directed by Mimi Leder (“Pay it Forward“).

Turner Classic Movies and Universal Studios recognized the importance of Remarque’s “All Quiet…” and presented the motion picture at the 2012 Hollywood Classic Film Festival, in a digitally remastered version released in Blue-Ray – to celebrate Universal’s 100th Anniversary.

Remarque, considered to be “The First Playboy” and the “Last Romantic” of the 20th Century, had many illustrious lovers – Natasha Paley-Romanov, Marlene Dietrich, Hedy Lamarr, Dorothy Lamour, Greta Garbo – and more – but no woman made him happier than Hollywood Star of the 30′s and 40′s, the unimitable Paulette Goddard – known in film history for acting alongside then-husband Charlie Chaplin’s last silent movie “Modern Times” and his first “talkie” “The Great Dictator“.

Paulette starred alongside Hollywood Legends Henry Fonda, Bob Hope, Fred Astaire (YouTube) James Stewart, John Wayne, ex-husband #2 Burgess Meredith and many others, in a long list of 44 feature films including Hollywood classics like “The Women“, “Pot o’Gold” (YouTube) and “Second Chorus“.

Her best friend, writer Anita Loos, was inspired by Paulette when she wrote Marilyn Monroe’s role of the gold-digging blonde, Loreley Lee, in “Gentlemen Prefer Blondes“. Not only was Paulette the original, REAL LIFE “Diamonds are a Girl’s best Friend” Bombshell Girl – but she was also the original “Ghostbuster” along Bob Hope in “The Ghost Breakers (1940)” – a film made famous once again with the 1984 remake versions starring Bill Murray, Dan Aykroyd and Sigourney Weaver.

Paulette’s portrayal of a World War II nurse in “So Proudly We Hail“ earned her the Best Supporting Actress nomination by the Academy of Motion Picture Arts and Sciences.

Paulette was a trendsetter in so many ways, influencing fashion, jewelry design and the fine arts – from the 30′s until today.

She was George Cukor‘s #1 choice to become Scarlett O’Hara in “Gone with the Wind” – only to lose the role to Vivien Leigh, and given a consolation prize instead, being offered a leading role in “Reap the Wild Wind” starring alongside a young John Wayne – in a film where none other than a giant mechanical octopus outdid Paulette’s acting by getting an Oscar for special effects.

The love story of Paulette Goddard and Erich Maria Remarque begins in the early 50′s and has endured until her passing in 1990.

Paulette donated her Estate to New York University / Tisch School of the Arts, which to this day represents the ideals of Remarque and Paulette’s philantropic support benefiting Performing Arts Students. Scholarships in Paulette’s name are made available to NYU’s BFA/BA & MA students and faculty alike.

Professor Marion Nestle is one of a select group of faculty members who have been named “Paulette Goddard Professor”. The endowed professorship is also part of the Goddard Estate’s major bequest.

Notable NYU/Tisch graduates include Academy Award winners Marc Forster, Woody Allen, Whoopi Goldberg, Martin Scorsese & Angelina Jolie – Grammy Award winner Stefani Germanotta (aka Lady Gaga), and dozens more. Tisch freshmen have the option to reside at Paulette Goddard Hall and Residential College – a student’s daily reminder of Paulette’s generosity.

Paulette and Erich’s lakeside home, Casa Monte Tabor, was part of the Estate, but a tax dispute with the Canton of Ticino caused the property to be sold at auction in the early 90′s.
The Villa changed hands twice since Remarque, and its current owner has now decided to sell the property. There is exceptionally strong interest in this piece of Real Estate, as it’s one of the very few Villas on the market – set on one of the largest pieces of lakefront land available in the area. There are plans by a developer to demolish the Villa and replace it with two smaller beach homes.
We would like to prevent that from happening, and instead fulfill Paulette’s wish to make her Home available to the Arts.
The “Erich Maria Remarque and Paulette Goddard Foundation”, created with support and guidance from Remarque-related entities worldwide, has closely followed the effort to save Remarques’ home from possible destruction.

A concept proposal (PDF) for an Artist Residence and “Epicenter of Peace” honoring Remarque and Goddard has been elaborated in cooperation with the “Remarque Gesellschaft” and the Remarque Peace Center at the University of Osnabrück.
Saving Casa Monte Tabor, one of a handful of Swiss Hollywood landmarks, means we will forever sear Paulette’s and Remarque’s legacy into Swiss and Hollywood History – which was Paulette’s original intent by donating her beloved home and her $20M fortune to the Arts upon her death in 1990.

The proposal reminds some of a similar Artist Residence concept, the “Villa Aurora” in Los Angeles – the last home of another great German Writer-in-Exile and Remarque friend, Lion Feuchtwanger.

Erich Maria Remarque and Paulette Goddard deserve to be brought back into the spotlight to ensure a new generation 
learns of their past.



To support this key project and other related initiatives to ensure the visibility of our two fascinating 20th Century luminaries, the Foundation is seeking financial and in-kind assistance from interested Entities in Switzerland, Germany and the United States.
On behalf of dozens of volunteers, supporters and donors who have already dedicated their time and effort to this cause, I would like to Thank You for your time and attention.
Michael H. Gaedeke-Sartori

Paulette Goddard was one of Maybelline's most popular models in the 1940's and a personal favorite of Maybelline founder Tom Lyle Williams.  She is also the  # 1 all-time most popular post on the Maybelline Blog.  I'm delighted to feature Michael H. Gaedeke-Sartori and the EMRPG Foundation today as my guest Blogger and hope you enjoy this priceless piece of Hollywood history, few people know anything about. 

Would you like to learn more? We invite you to continue visiting our site, watch our YouTube Channel, Posterous, tumblr and Pinterest boards. Don’t hesitate contacting us at EMRPGfoundation@gmail.com.
Related articles
Paulette Goddard’s Enviable Accessories (stylelist.com)

• The Black Obelisk (theluria.wordpress.com)
• Hollywood Dreams Of Wealth, Youth And Beauty (npr.org)
• Film Review ALL Quiet on THE Western Front 1930 (socyberty.com
• A virtually forgotten piece of Hollywood History – in Switzerland – destined to be Lost… Forever!Ensuring a Cultural Legacy
• Introduction (en)
• The Protagonists
• Erich Maria Remarque
• Remarque’s mini-biography and timeline
• Paulette Goddard
• The Vision
• Casa Monte Tabor Intro (video)

• • The elements of success
  • The Timeline
  • Our Volunteers, Collaborators & Supporters
    • Testimonial: Julian Martin
  • Legal Entities
  • Other relationships and alliances
• Introduzione (it)
  • I Protagonisti
  • Generalita’ di progetto
  • La Visione
  • Integrazione nell’ambito Turistico-Film-Culturale del Ticino
  • Un anno a Casa Monte Tabor
• Einleitung (de)
  • Das Nutzungskonzept
• Introduction (fr)

EMRPG.org

Maybelline's stunning Cover-Girls from the 1940's

Maybelline was synonymous with fashion, style and indisputable Hollywood glamor.  Here are a few of Tom Lyle's favorite movie queens of the silver screen during the 1940's. 

Dorothy Lamour starred in the "Road to..." movie series with Bing Crosby and Bob Hope in the 1940s and 1950s. The movies were enormously popular during the 1940s, and they regularly placed among the top moneymaking films each year

The Unique Beauty of Gene Tierney - Excerpted from Michael Atkinson's essay, Dec 1994 Movieline magazine.  "Among faces, Gene Tierney's is a tournament rose, an Opaline study in serene, sexualized perfection, a mad musky Egyptian daydream of cat thoughts."

Lana Turner was discovered and signed to a film contract by MGM at the age of sixteen.

Joan Crawford is the movies personified.  The embodiment of the American Dream and the official face of Maybelline in the 1940's.

 Known for her sultry good looks Merle Oberon played Cathy Linton in Wuthering Heights with Laurence Olivier in 1939.  The 1940's proved to be a very busy decade where she appeared in no less than 15 movies.

Click on videos below for Scrapbook of beautiful 1940 stars -  many gorgeous faces used in Maybelline Ads - Tom Lyle sure knew how to pick-em.

 http://www.youtube.com/watch?v=AShAPReYOfg

http://www.youtube.com/watch?v=3XbskY9DQaA

Nothing has changed in 95 years - Girls still want to stand out and have fun!!!!

Maybelline in the middle of Times Square, with eyes that stop traffic!

Read it all in The Maybellie Story and the Spirited family Dynasty Behind It.

Maybelline Mascara's 1940's Queen of the Silver Screen.

Betty Grable featured in 20th Century Fox Pictures, Down Argentine Way.

Excerpt from The Maybelline Story and the Spirited Family Dynasty Behind It.  Copyright Bettie Youngs Books 2010.

Chica Chica Boom Chic

“LEARN BETTY’S SECRET FOR BEAUTIFUL EYES,” the ad said. Arnold had thoroughly retouched the before and after photos—producing illustration more than photography—to convey a smooth and beautiful complexion. The tiny before shot revealed a pretty girl with pale brows and lashes, while the after showed a lushly made-up young beauty. Tiny print mentioned that Betty Grable was featured in the film Down Argentine Way. This way, Tom Lyle reasoned, even if the movie tanked, the ad would still work since it didn't play up the film’s title. In the ad, Betty was quoted as saying, “It’s easy to have lovely alluring eyes…The magic secret is Maybelline eye make-up.” Emery’s copy gave step by step application instructions, ending with: “Then, the joyful climax…when you form your brows in graceful, classic lines with Maybelline smooth-marking Eyebrow Pencil.”

Tom Lyle wasn't the only one taking a risk on the film; so was Daryl Zanuck. Twentieth Century Fox studios had been counting on Alice Faye’s box office power to help solve their financial woes. Would a goofy, light-hearted romp set in Argentina appeal to Americans in a year when dramatic films like The Philadelphia Story and The Grapes of Wrath would take most of the credits? A few westerns had done well, and Ginger and Fred were still dancing. Bing Crosby, Bob Hope and Dorothy Lamour had starred in the popular Road to Singapore—which had nothing to do with Singapore and was oblivious to Japanese imperialism in the Pacific. Fox wanted something fresh, and if they couldn’t cavort in Europe or the Pacific, they’d take their fun and games elsewhere. South America seemed like a pretty safe bet. With that lively Brazilian music, movie-goers could transport themselves to a place where war didn’t exist.

The gamble paid off. In October of 1940, FDR relieved everyone by saying, “I have said this before, and I’ll say it again and again: Your boys are not going to be sent into any foreign wars.”  The film opened that same month, and the public adored Betty Grable and Carmen Miranda in her outrageous costumes. Revelers everywhere, like Evelyn’s crowd at the Biltmore, learned to samba to tunes like “Bambu Bambu.” The age of Carmen Miranda movies and music had begun. Chica Chica Boom Chic!

At the same time, teens and young women in their twenties identified with Grable’s saucy blond beauty and lively spirit. In droves and busloads they crowded into dime stores to buy Maybelline. Tom Lyle immediately parlayed his new bombshell into another full-page color ad. Alice Faye had worked out her contract differences with Zanuck and signed along with Betty Grable to do Tin Pan Alley, another light-hearted musical, but Alice didn’t want to do business with friends, including Tom Lyle. Arnold got around this by developing an ambiguous photo-illustration that resembled both Alice and Betty. The caption read, “Adorable with Maybelline,” and audiences weren’t sure if the model was Faye or Grable--which was exactly what Tom Lyle wanted.