Makeup of the modern era has changed in so many ways technically from what’s in the product to the way it is applied. Fashion and world events still influence 21st century makeup and with the advance of research and development, products become more and more technical. However, one fundamental remains - why we wear makeup. There are those who still today, will not approve of makeup and the reasons for wearing it, but others will see it as part of daily life, from simply looking and feeling better, to producing better TV and film, from enhancing theatrical performance to helping those with medical and physiological challenges.
There are so many brands and products available around the world, all promising different outcomes, bigger lashes, longer staying colour, flawless skin, rosy cheeks. Remember it’s not just about the product, but it’s about how it’s applied, professional or personal, safely is our wish.
The invention of photography and especially the movies contributed to an abrupt shift in attitudes. As viewers saw pictures of celebrities with flawless complexions and intense sexual allure, standards of feminine beauty began to change. Cosmetics became a way to embellish one's appearance and the cosmetics industry grew rapidly during the 1920s. Advertising expenditure in radio went from $300,000 to $3.2 million between 1927 and 1930. At first, many women's magazines refused advertisements for cosmetics, but by the end of the '20s, cosmetics provided one of their largest sources of advertising revenue.
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