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Marketing To The 'Liberated' Woman: Feminism, Social Change, And Beauty Culture, 1960--2000, Elizabeth A. Kreydatus
Marketing To The 'Liberated' Woman: Feminism, Social Change, And Beauty Culture, 1960--2000, Elizabeth A. Kreydatus
Dissertations, Theses, and Masters Projects
This dissertation is a study of the influence of the women's movement on the marketing of beauty products between 1960 and 2000. The first and last chapters study feminist critiques of normative beauty standards and explore the challenges feminists faced when they tried to effect cultural change.;While the dissertation is framed by analysis of feminist engagement with beauty culture, the bulk of the dissertation examines beauty industries, focusing on the ways that these industries reflect debates over woman's identity and status. Chapter two traces the marketing of perfume between 1960 and 2000 by chronicling changing advertising campaigns as marketers adapted …