Understanding Why We Wear Makeup
Throughout history and unto the present day, the primary focus of cosmetics has been enhancement of appearance and appeal; either by accenting natural features, presenting idealized images of culturally-subjective beauty, or masking signs of aging. A range of items-foundation, (other?), eye shadow, mascara, lip coloring, hair coloring and fragrances-have been used to distinguish, captivate, seduce, as well as deceive in the complex interplay of human relationships throughout the ages; though interestingly, there have even been historical periods, Medieval Europe and the Victorian Era for example, during which cosmetics were used to downplay human sexuality and denote chastity.
During this period (1730 – 1940) many of the more established cosmetics companies (Floris, House of Yardley, Colgate, Merck, Rimmel, Procter & Gamble, Jergens, Johnson & Johnson, L’oreal, Max Factor, Maybelline, Revlon to name a few of the better known industry names) came into existence.
The maturing European and American Industrial Eras, punctuated by two World Wars, resulted in increased manufacturing, distribution, availability and use of cosmetics, offering an ever-expanding range of products to women who, in Western nations, collectively experienced profound societal changes; finally breaking free of longstanding, restrictive gender roles and able to take more control of their our lives; not the least of which meant asserting more control over our bodies. Read more