The PBQ, or Professional Beauty Qualification, became established first in occupations which are strongly visual and/or communicative: receptionist, art gallery and auction house workers, women in advertising, merchandising , design and estate agencies, the recording and film industries, journalism and publishing. The "look" was spread widely by the female newsreader. It then trickled down to the service industries : waitresses, bartenders, hostesses and catering staff. Then the PBQ was applied to any job that brings women in contact with the public. Now virtually the professions into which women are making strides are rapidly being reclassified - so far as the women in them are concerned - as display professions.