The Small Screen
The decades that followed the Second World War were a time of growing affluence in the West. Living standards soared and consumer societies bloomed across Western Europe, the United States, and Japan. As well as driving new innovation in makeup, the birth of television (1941 in the United States and 1936 in the United Kingdom) provided a new and exciting platform for beauty advertising, introducing new products directly into millions of homes. The global market for beauty was growing faster than overall incomes.
Television enabled cosmetic brands to sell and demonstrate their products directly to millions of people like never before and allowed advertisers to build stories and make claims about products in an attempt to make them relevant to real women’s lives.
Hazel Bishop was the inventor of the first truly long-lasting lipstick, which was heavily advertised on live TV throughout the 1950s.