Makeup as a weapon during world wars

 Although we have been painting ourselves in different ways for thousands of years, the way we wear makeup now has changed quite a lot. The reasons why and how we wear makeup have changed drastically. In recent years, we have a bunch of trends and styles to pick from. There is a whole colour wheel and multiple products we can get out in the world to achieve the look we want. From Egyptians using it to ward off evil to now makeup turning into fine art, the overview of makeup is intriguing. 

he Egyptians were the first to understand the power of makeup to enhance their beauty. Early civilisations like Mesopotamia and Egypt used Red, Green, Black, Yellow, Blue and White colours in their makeup bag as their ingredients were naturally available. Multiple studies have proven that makeup was just as important as the basic need to eat and sleep for the Mesopotamians. Some styles from the past still make appearances in a modern way, for example, this side-by-side comparison of Queen Nefertiti and the iconic Sophia Loren’s make-up in 1970.

 

Makeup as a form of expression has so much power to influence the mass. During the world wars, the makeup products got a patriotic taste to them. American Government, especially, used campaigns to spread their propaganda among the people via paint. Since the USA entered the First World War, a year before it ended, there wasn’t a drastic change in production just yet. Although this was the start of makeup being a part of the daily life of women and not just on screens. As women were getting out in the world and taking over businesses for the first time while the men were sent to the front, companies spread the word of “upholding the gender norms”.

Advertisements started using taglines like, “Beauty on Duty has a Duty to Beauty”.Women were encouraged to “feel feminine” while working. 

This was the time when makeup was accepted openly within the community as kohl, mascara and a bit of lipstick and powder to copy the actresses. A 1916 Ad in one of the London papers read, “Is yours a ‘war face’… Even if your social or professional life does not demand it, your patriotism demands that you keep your face bright and attractive.” The English women were expected to always look prestigious and well maintained. 

                                                                                   

{The Great Depression for America was horrifying} but the makeup industry simultaneously was inventing products at a reasonable price with lip gloss, powder blushes, and powder compact. This industry was booming by the late 1930s leaving behind the flapper era of dark lipsticks and bringing in the bombshell sultry look throughout the 1930s. Slightly tanner powder foundation, vanishing cream and mascara were very much in vogue.}

Much like in the First World War, makeup was again seen as a duty in WWII. During this period the companies would manufacture products for the soldiers such as camouflage make-up and foot powder. The US government knew how important it was to keep up the normalcy among women and as a result, makeup was still sold on a large scale but with a luxury tax on it. In magazines, the articles always referred to WWII as the ‘People’s War’, indicating that everyone had to do their part, including the women. 

Coty Airspun Powder was a fan favourite and loved by all. Women loved showing off their compacts as they were a status symbol. Through no supply of raw materials, they had to strip down the original packaging and replace it with cardboard packaging.

One Bourjois powder came with a note explaining how there wasn’t a puff due to wartime restrictions. 

Lipstick was used as a symbol of patriotism throughout all the classes. Red lipstick was marketed as a strength during dark times. Women were actively encouraged to paint their lips bright red and to dress up to keep the morale up and brighten people's moods. It was very important for the government to give people hope that they were going to survive the war. 

“Encourage women to dress their best, not only for the nation’s morale but also for the men fighting away from home, and to show resistance to the enemy” -British Vogue

Nella Last who kept a diary throughout the war mentioned, “Using ‘too bright’ lipstick on dim days makes the corners turn up when the lips will not keep smiling.” The names of the lipsticks during the war were very out there- ‘Patriot Red’ ‘Fighting Red’ ‘Montezuma Red’ ‘Victory Red’. 

Makeup is often only looked at s a vanity tool but its history very clearly says otherwise, face paint has more impact toon it than people think. Makeup used during any period of history can tell a lot about the social context behind that particular era.