Spring-loaded beauty mask from 1933

It's hard to understand why this "beauty mask" from the April, 1933 ish of Modern Mechanix never caught on:

A NEW facial harness now on the market lays claim to the ability to improve milady's beauty. How the device is worn is illustrated in the photo at the left. Sagging chins are lifted and unbecoming wrinkles are smoothed out around the lips, cheeks and forehead, manufacturers claim. It is worn overnight, removed in morning.

Link