Feminist, Gender, and Sexuality Studies Commons^™

America, The Beautiful: How American Cosmetics Companies Advertised Femininity In The 1950s, Bridget Beavin

Mahurin Honors College Capstone Experience/Thesis Projects

The 1950s were an influential decade for cosmetics in terms of sales and social impact yet have received little consideration from historians. This paper explores how cosmetics companies reflected and directed ideas about American women, femininity, beauty, consumerism, and race in the 1950s. Using cosmetics advertisements in magazines, business newspapers, cosmetics packaging, employee manuals, and secondary literature, this paper analyzes tone and content of messaging published by cosmetics companies and reactions to the sale and use of cosmetics by public commentators. Analysis shows cosmetics were marketed as a necessity for achieving ideal femininity, yet women were largely criticized or belittled …