c
 



   
 
    


4000 BC The Egyptians: Here we see the first archeological evidence of a
a
 It seems
affluent women applied a bright green paste of copper minerals to their faces to provide color
and definition of features They used perfumed oils and painted eyebrows on themselves with
cream made from sheep¶s fat, lead and soot It might seem to some that they used the perfumed
oils because of the face makeup

The East 1500 BC: In China and Japan rice powder was used to paint faces pasty white
Eyebrows were shaved and plucked, and teeth were painted gold or black and Henna dyes, were
used to stain hair and faces In other words, teenagers looked exactly as they look today

1,000 BC Greece: If you were an upper class Greek you probably wore a wig to hide the fact that
you seldom bathed This was true of both genders Again everybody wanted the ³real white´
look given by wearing chalk or white lead face powder (No report on what the incidence of lead
poisoning was like in ancient Greece) When women wanted a ³little color´ they chose ochre
clays laced with red iron for lipstick (Mmmmm, tastes good!) They spread their palms with
reddish henna, supposedly to look younger These practices roughly coincide with the perfection
of soap

100 AD Rome: Platus wrote "A woman without paint is like food without salt,"
These super-civilized ancestors put barley flour and butter on their pimples, and sheep¶s fat and
blood on their fingernails for polish Their crowning contribution to a
a
was the practice
of taking mud baths laced with crocodile excrement for who knows what purpose Men
frequently dyed their hair blond, supposedly to look like the young guy in the Dell Computer
commercial The practice of hair dying among men and women alike was curtailed, as dyes were
so caustic as to cause existing hair to fall out They had specially dedicated slaves to apply
their a
a


14th Century: 
a
were regarded as a health threat because many thought they would
block proper circulation In Elizabethan England dyed red hair was fashionable Well to do
women wore egg whites over their faces to create a whiter countenance and also slept with slices
of raw beef on their faces to get rid of wrinkles I think some English playwright wrote
something to the effect ³A beautiful woman is like a delicatessen«´  Then again, maybe not

15th -16th Centuries

In Europe, a
a
were used only by the aristocracy Italy and France became the chief
centers of 
a
manufacturing The French perfected the art of creating new fragrances
and a
a
, by blending ingredients This laborious process gave birth not only to the means
for producing modern a
a
, but also for murder, as arsenic was sometimes used in face
powder instead of lead, simply to kill the wearer faster

17th -18th Century: 
a
are now in use by all except the very poorest classes of society

Red rouge and lipstick were used extensively to suggest health, wealth and gayety

19th Century: France again They develop chemical processes to replace fragrances made by the
natural methods Zinc oxide becomes widely used as a facial powder, replacing the more deadly
mixtures of lead and copper previously used Other poisonous substances are still used in
eyeshadow (lead and antimony sulfide), lip reddeners (mercuric sulfide), and to make one's eyes
sparkle (belladonna, or deadly nightshade Hey, it¶s important to look good!

The 1920s in America: 
a
and fragrances are manufactured, and begin to be mass
marketed It was now okay for women to drop the Victorian image and dress up and
usea
a
, because it made money The mass appeal and market for a
a
was assured
with the advent of the dime store/department store/chain stores which proliferated during this
decade

1927: The chemical method for permanent waving is invented making it easier for many more
women to have ³naturally´ wavy hair

1930s: Movie stars such as Mary Pickford, Theda Bara and Jean Harlow begin to influence the
style and use of makeup Finally the ³white look´ starts to lose ground to the Hollywood ³tan´
look In 1935 Max Factor of Hollywood introduces pancake makeup because of the adjustments
required for photographing faces for film Finally, women with food on their faces again

1950s: We begin the modern era of the a
a
business as we know it Face powders and
makeup, tanning oils and fragrances are mass marketed to an essentially ³new´ post war society
that is tired of shortages Popular sponsors of radio soap operas transfer their ads to the new
medium of television

1960s: As in the Fragrance industry, this is a time of change, not necessarily for the
better Purple lips and Egyptian eyeliner make a comeback, butterflies show up painted on
virtually every part of the body Let¶s not forget false eye lashes Food makes a comeback as
botanical, and vegetable (carrot, watermelon) ingredients combine to create a back to nature
look, smell, and attitude

1970s: Certain ingredients are banned from use in a
a
to protect endangered species, and
other species currently used as ³lab rats´ by some a
a
manufacturers This age of
environmental concern fosters the start of many movements demanding disclosure from
the a
a
industry asking questions like ³What did you do to those poor innocent puppies
and bunnies to get this cosmetic product approved´? ³What¶s in it, what does it do, where does
it come from´?

1980- Present: The key seems to be ³diversity´ as new looks,a
a
and beauty aids come
together to form an enormous industry of over $20 billion in sales annually We are aware
ofa
a
, fragrances, hair and skin products every day as we are heavily influenced by ads in
print, and on television Now we turn to the Internet

It used to be that you had to go down to the flower store to buy flowers, the book store to get a
book, the drug store for your prescriptions, the computer store to get a computer, the car lot to
buy a car Now items, which we wouldn¶t have thought of buying without personal sales
counseling a decade ago, are bought thousands of times each hour, on the Internet It is this way
witha
a
, fragrances and colognes

Whereas your general store, or department store operating during the first half of the 1950¶s
might be able to stock 90% of the hot products and hot brands of the time, and have inventory
³in the back´ in case product suddenly ran out on the shelves, things have changed There are
more products, more brands, more advertising, more disposable income, and more demand for
products advertised in magazines, billboards, television and the Internet No brick and mortar
(retail store-in-a-building) merchandiser could have everything all at once The name of the
game now is ³e-tailing´ The consumer can buy virtually any product, style, color, size, make,
brand, price point; and have it shipped within 24 hours This frequently represents less buyer
time expended than a trip to the local mall The convenience factor of dealing with your favorite
e-tailer means a lot Selectinga
a
is oftentimes less buyer-intensive than getting the ripe
tomatoes from the produce department of your local grocery store You don¶t have to drive,
squeeze, or wait in line

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