HISTORY OF BEAUTY

Elizabeth Arden and Beauty

Lucy Santos, The Glamourologist

03 November 2016

Elizabeth Arden, along with many other US cosmetic companies, changed the way they marketed their products during World War Two.

Elizabeth Arden

Marketing now focused on how makeup, especially lipstick, had a role in making women look and feel strong and featured women in uniforms and factory overalls.

Elizabeth Arden

Lipstick colours were produced with names like “Victory Red” and shades were developed  to compliment uniforms.

In July 1942 the War Production board issued Order L-171 which restricted some manufacturing, banned the development of new products and reduced production by 20%.

However within four months the board rescinded this order and called for women to curtail their use of cosmetics voluntarily and declared cosmetics to be “necessary and vital” to the war effort.

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