Shady Business

While scratching his beard in a foxhole one day, Infantryman Al Daniels thought up the idea as a gag. When he came home, U.S. cosmetic peddlers, well aware of the faint line between a gag and a gold mine, would not let him forget it. So Daniels Shadow Proof Inc. of Boston last week invaded the $50,000,000-a-year men's toiletries market with a carnation-scented, flesh-colored paste which will camouflage 5 o'clock shadow and banish that unshaven look. At Manhattan's Macy's, one excited employee hailed it as "the biggest thing since wired brassieres." A stubble-bearded conservative quipped: "You don't look like you need a shave. You just look embalmed." But Founder Daniels figured his foxhole gag might be a good idea. Among his first users was blue-bearded he-man Clark Gable. And in its first week the company sold about 57,000 jars of its camouflage at $1 apiece.

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