In 1950s, the men who were fighting in the war came back home and the women were able to take back their roles as a mother and housewife. Women during the World War 2, had been working in factories and took over all the jobs that men would normally do. After the war women wanted to be feminine, they wanted to put on make-up and they wanted to wear feminine clothes that would show off their curves. Back then they used the term "childbearing hips", which today is not seen as a compliment anymore.
Women in the 1940's and 1960's took time to create their every day beauty routine and it was considered normal to put on your lipstick before your husband comes home. All of that lead to the massive increase in childbirth or also known as the baby-boom. According to statistics, 3.4 million babies, 20% more than in the previous year were born in the year 1946.
Back then Audrey Hepburn, Grace Kelly, Elisabeth Taylor and the unforgettable Marilyn Monroe were the role models of the everyday women.
As companies and advertisers noticed that the women - the housewife - does all the shopping, they stared creating advertisements and packaging that would attract women. They would target women even when it came to the purchase of male deodorant and beer, as women were the ones buying if for their husbands.
Towards the end of the 1950's a new product was launched which helped the women to make their own decisions regarding their career and body. The birth control pill had a huge impact on the society and made it possible to decide whether one wants to have children or not. Many young women went to college and did not run straight into the marriage.
In the 60's the youth finally had disposable income and they they spent it on beauty and fashion - just like we do today. Some of the icons of that time were: Twiggy and Birgit Bardot. The 60's were the years where women started to raise their voice, fight for equality and against the objectification of their bodies.
I hope you liked my little summary. What do you think?
Sometimes you confuse your needs. You don’t need a boyfriend.
You need a black dress, white pearls and red lipstick.
& a drink.
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