Skin care during the war
Although most people were used to scrimping and saving in the early 1940s, the war was a shock. Just a few decades after World War I, the men were sent abroad once again and the women once again stayed behind to maintain the fort, help with the war effort, and cultivate their independence. While the war effort was tough on the entire country, it was particularly tough on the skin care industry. Factories and manufacturing plants of all kinds were being turned over to munitions and supply companies. Raw materials like oils and chemicals were also being diverted to the war effort. Many of Europe’s leading skin care manufacturers were facing overnight raids, bombings and even occupations. With few shipments coming from Europe and few American supplies available, beauty products were subject to the same wartime rationing as other luxuries such as food, clothing, and household items. Even beauty magazines began to question their priorities when a writer for Vogue magazine wrote an article asking if it was patriotic for women to think about their appearance in the middle of a war.
Despite the high demand and limited supply of skin care products, women did not simply forget about their skin. In fact, women were encouraged to look their best even at work. It was mandatory for all armament companies to provide free lipstick in the locker rooms for their female employees. It was believed that this would motivate women to work harder and ultimately increase productivity.
The war and the independent woman
Many women continued to make their own cold creams and facial toners as they had during the Great Depression. With the shortage of imported French beauty creams, it made sense. However, the new independence gained by women as a by-product of the war began to spill over into anti-aging and skin care treatments. While old stock products such as Palmolive cold cream and soap were still being sold, many products were made and marketed for practicality rather than luxury. Many women now had full-time jobs outside the home or became single mothers overnight. Her skin care products reflected her new reality. The condition of the hands suddenly became very important. Dish soaps began to advertise softness, and lotions promised to keep working hands soft and young, even after a day at the munitions factory. Instead of glamorous product ads, magazines were filled with promotions for toothpaste, dandruff shampoos and bar soaps suitable for the whole family.
Makeup styles also started to become more and more practical. A fresh, natural look was popular with prominent eyelashes and full, glossy lips. A cream foundation was applied to her face and set with a layer of loose powder. A subtle blush was used to accentuate the cheekbones and give the face an angular, dramatic appearance. The eyebrows were left full, but shaped in a peaked or arched design. Vaseline was sometimes used for a fancier look. Eyeshadow and liner were used sparingly and always in neutral tones like black, brown, and grey. Mascara, on the other hand, was applied in multiple thick layers to recreate the sultry gaze of today’s Hollywood stars. The lips were also exaggerated with thick, glossy lipstick that was often applied outside the lip line to give the mouth a fuller, more dramatic appearance.
New advances
Although most of the world’s creative energy was being put into warfare, the decade saw a number of advances in skin care and beauty products. Hairspray made its first appearance in 1948, making it much easier for women to build the elaborate curls and updos they prefer. 1948 was also a great year for lipstick design. Although the substance had been sold in push-up tubes since 1915, a new tube with a retractable swivel mechanism was introduced for the first time. This mechanism is the same one found in almost all lipstick tubes available today. Lip liner pencil also made its first appearance in the same year, marking the beginning of an innovative trend that would continue until the end of the century.