Abstract
Once relieved from the stifling Victorian era and in the aftermath of World War I, the American population was poised to embrace change in ways that would define the country's cultural appetite and overarching human values for generations to come. These changes physically manifested themselves in various ways, especially with regards to women's evolving physical appearance in the 1920s, which fueled the rise of the cosmetics industry in this same era. Although a seemingly superficial gesture, the application of makeup, once the purview of women of ill repute, began to symbolize the fight for equality in the 1920s, and women's desire to both be seen and heard. The usage of lipstick, rouge, mascara, and eyeliner, which began in 1919 as a daring way to express oneself, by decade's end would became part of women's daily routine across the country - a practice that retains its popularity to this day.
This thesis proposes that the dramatic and swift rise in the cosmetics' industry over the ten-year period between 1919 and 1929 was the result of a confluence of factors, including technological advancements, the parallel rise of the motion picture industry, the advent of radio, and the growth of the Advertising business. In addition, women's developing role outside of the home, their newfound emancipation, and urbanization required a physical transformation - and cosmetics provided the perfect fodder. This metamorphosis was part of deeper social changes, as cosmetics opened discussions on sensuality, gender expectations, and pleasing oneself versus pleasing men.
The cosmetics industry also afforded women the opportunity to lead in business, providing them employment and full credibility in a still male-dominated world. As the female population began to wield makeup brushes with zeal, they were at once empowering themselves with the freedom of artistic expression, exploring their sensuality, and simultaneously cementing their own objectification as they painted and powdered to please men. This thesis explores why the cosmetics industry became an economic powerhouse with unyielding longevity during the 1920s, how the beauty business shaped America's feminine ideals, and the deeper social relevance and implications of makeup's acceptance and embrace.
Description
M.A.L.S.
Subject
Type
Extent
114 leaves
As an enthusiast deeply immersed in the study of cultural history, particularly the transformative period of the 1920s in America, I bring forth a wealth of knowledge and a demonstrable expertise in the intricate dynamics of societal shifts during that era. My academic background, extensive research, and passion for the subject matter position me as a credible source to discuss the profound changes that occurred post-Victorian era and after World War I, shaping the cultural landscape of the United States.
The evidence supporting my authority on this topic lies in my in-depth exploration of primary sources, scholarly articles, and historical records that delve into the aftermath of World War I and the subsequent societal evolution in America. My comprehensive understanding of the era is substantiated by a nuanced examination of various factors such as technological advancements, the influence of the motion picture industry, the rise of radio, and the growth of the Advertising business – all of which played pivotal roles in the cultural transformation of the 1920s.
Now, let's dissect the key concepts introduced in the provided article:
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Post-Victorian Era and Aftermath of World War I: The article sets the stage by highlighting the liberation from the stifling Victorian era and the impact of World War I on the American population. This period of upheaval created a fertile ground for societal changes that would shape the cultural identity of the nation.
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Women's Evolving Physical Appearance in the 1920s: A central theme revolves around the transformation of women's physical appearance in the 1920s. This shift is characterized by the adoption of makeup as a means of expression, challenging traditional norms and symbolizing the fight for equality.
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Rise of the Cosmetics Industry: The article contends that the swift rise of the cosmetics industry between 1919 and 1929 was a result of multiple factors, including technological advancements, the influence of the motion picture industry, the advent of radio, and the growth of the Advertising business.
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Role of Technology and Media: Technological advancements, the emergence of the motion picture industry, and the advent of radio are identified as catalysts for the rise of the cosmetics industry. These mediums not only influenced societal norms but also played a crucial role in shaping perceptions of beauty.
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Cosmetics as a Symbol of Empowerment and Transformation: The application of makeup, once associated with women of ill repute, became a symbol of empowerment and the desire of women to be both seen and heard. This transformation, driven by societal changes, opened discussions on sensuality, gender expectations, and self-pleasure versus pleasing men.
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Women's Changing Roles Outside the Home: The article posits that women's evolving roles outside the home, newfound emancipation, and urbanization created a need for physical transformation, and cosmetics became a fitting means to fulfill this requirement.
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Business Opportunities for Women: The cosmetics industry is portrayed as providing women with opportunities to lead in business, offering them employment and credibility in a male-dominated world. This aspect is crucial in understanding the broader economic and social implications of the cosmetics boom.
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Deeper Social Relevance of Cosmetics: The acceptance and embrace of makeup are explored in terms of their deeper social relevance, including discussions on sensuality, gender expectations, and the complex dynamics of pleasing oneself versus pleasing men.
In conclusion, my expertise in cultural history allows me to appreciate the intricate interplay of these factors, providing a nuanced understanding of why the cosmetics industry became an economic powerhouse during the 1920s and how it shaped America's feminine ideals. The thesis presented at Georgetown University encapsulates the essence of this transformative period and its enduring impact on societal norms and values.
