Mary Lyrio


marydauto@yahoo.com.br
marydtlyrio@gmail.com

THE HISTORY OF MAKEUP 20th CENTURY: THE DECADE 50

30/08/2015 19:00

                                                             

                                

The 50s was a time of growth and prosperity. The end of rationing paved the way for new products. And consumers have more money to spend.

The rock-in-roll occupied the center of the stage, and big names like Fats Domino, Little Richard and Elvis Presley quickly rose to fame.

Television broadcasts had returned to the UK after a total suspension during World War II. In the early 50s most of the country already had TV signal, thanks to the post-war effort and the transmission of the coronation of Queen Elizabeth in 1953,

In the United States, millions of families already had a TV set. In Brazil, were the first devices emerging in the richest families.

At that time television was still in black and white but in the cinema had films in color.

Quickly, watching TV has become a popular pastime for all families and variety shows brought new ideas and influence to the masses.

Movie stars as Grace Kelly, Marilyn Monroe, Doris Day, Brigitte Bardot, Sophia Loren, Elizabeth Taylor, Audrey Hepburn, Gina Lollombrigida and Natalie Wood. who made the famous film Youth erring in 1955, caused great influence on women.

 

Audrey Hepburn                                                Marilyn Monroe   

  Doris Day                                                                Natalie Wood

Gina Lollombrigida                                                       Elizabeth Taylor  

   Grace Kelly                                                     Brigitte Bardot   

SOPHIA LOREN

 

Fashion hairstyles for men and women was influenced by Hollywood stars and artists of the music of the time. Elvis Presley and James Dean were responsible for the tuft male high style. Another variation of this style was the "cut duck butt", which had been developed in the late 40s by Joe Hairstylists Cerello

Elvis, topete alto                                                      James Dean

 

                      Cut duck butt

In the 50s, there were various models of hairstyles for women. The size ranged from short to medium. One of the great Hairstylists the time was the French Alexandre, known in Hollywood as Alexandre de Paris. He created the hairstyle artichoke used by Grace Kelly and Elizabeth Taiyor., Who was the chin-length hair and cute curls. Another style, very used was the "elfin cut" or Italian court, which was very short and curly hair, much used by Italian actress Gina Lollombrígida. In the middle of the decade, the widely used style was the "pixie cut" that was one tomboy style cut very used by actress Audrey Hepburn. For the ladies with a little more age the most used style was cut short fringe, popularized by the 1st US Lady, Mamie Eisenhower. And at the end of the decade, Alexandre de Paris created cutting hive, which had its peak in the next decade and was widely used by Brigitti Bardot. (Amy Winehouse souvenirs)

For teens fashion was the high ponytail, tied with scarves or satin ribbon.

Ponytail hairstyle Brigitte Bardot 

Hairstyle artichoke, Elizabeth Taylor

Elf cut Gina lollobrigida

Pixie cut. Audrey Hepburn

Short fringe cut, Mamie Eisenhower

    The garments of women in the 50 varied widely, the "New Look", coined by Christian Dior in the late 40's dresses rotated sheathed at the time of calf and belt marking the waist. The fabric was flat, printed in poá or floral. Necklines with ornaments also came into vogue.

The cosmetic companies have begun to realize this new audience and new products were manufactured as creams for acne treatments and facials. And the makeup has also become more affordable.

Magazine editors have also realized this and launched public specialized publications in this segment.

That was the time when women were charged more to stay beautiful and clean, both at home doing their chores, and outside the home.

The 50s was the golden era of makeup products. New products have come up with a color palette much more diverse than previous decades.

Max Factor, Jr., was still the market leader, but new brands have emerged as Westmore, Revlon, Coty and Yardley.

The luxury cosmetics market led by fierce opponents Helena Rubinstein and Elizabeth Arden has grown

In 1950 the foundation began to have lighter and less dense consistency. They began to emerge the liquid bases.

One of the products most launched by several companies at this time was lipstick and pink and red colors were the most popular.

 

LAUNCHES

1950 - Helena Rubinstein launches Silken Lipistick - lipstick with silk powder.

- Max Factor launches line Cleansing for women.

- Revlon - Launches Touch-and-Glow liquid makeup - liquid foundation golden glow in 7 shades

- Westmore Family Hollywood launches makeup line, with 3 products,

1951 - Ester Lauder launches a limited collection of lipstick and rouge cream called madmen = Mad Men.

  

-  Max Factor lança: Signature toiletry for men, a linha de produtos de higiene masculina,

- Revlon launches Indelible-Cream Lipstick, permanent creamy lipstick red.

1952 - Max Factor launches Color Fast lipstick- quick lip color in various shades.

- Westmore Family launches liquid makeup and lipstick

1953 - Max Factor launches: Cream Puff - First foundation and powder in one product in 7 colors and Invisible Foundation

- Helena Rubinstein launches STAY-LONG - with lipstick slogan of longer duration in the world.

1954 - Max Factor launches erace -first commercial concealer in 4 colors (Medium, Deep Natural, Tan and Deep Tan).

- Westmore Family launches Hollywood Close-up perfection - complexion beauty, perfect skin, composed of liquid makeup (liquid foundation), powder makeup cream (foundation and powder) and lipstick.

- Coty launches - Coty Air Spun powder - fine loose powder that promises to hide fine lines and blemishes.

1955 - Max Factor launches HI FU makeup, liquid makeup for the evening Trusted tones the skin tone. It was like a liquid foundation. And HI Fi lipstick in two shades, red and fashion pink fashion.

- Elizabeth Arden launches Pure Red Lipstick in shade.

        

- Yardley launches lipstick refill, compact and dust finisher.

- Eylury launches case with a pair of false eyelashes and glue.

1956 - Helena Rubinstein launches waterproof lipstick

1957 - Coty launches lipstick 24hrs

- Max Factor and Helena Rubinstein launched the mask tube lashes and brush in brown and black colors.

- Elizabeth Arden launches collections lipstick, rouge and enamel Pink Violet and Pink Arden

1959 - Max Factor launches lipstick collection Hi society

 
 

CHARACTERISTICS OF MAKEUP

Lips - lipstick was on the rise and were released several models in intense colors. The lipstick was applied following the contour of the lips. The most used colors were red and pink.

Lip Pencil - was used to define the outline of the lips and, when they did not have the symmetrical outline, this correction was made with the pencil.

Foundation - The woman of 50 years had the option of using the base and / or face powder.

Clearer and more natural tones were available. The consistency was liquid, cream or compact.

Concealer - For the first time women were using concealer, was once a film makeup, to fix blemishes and imperfections. It was shaped bat with consistency a little dense. Typically it was applied before the base and / or powder.

 Rouge - How to apply was usually apples pulling toward her temples. The most popular color was light pink.

Women with rounder face shapes began to make the facial contour with rouge, applying it on the line below the cheekbone and temples.

Shadows - women began to match the shade with the dress color and the palette of shadows won several pastel shades. The shadow was applied across mobile eyelid.

In the evening shadows were the brightest.

Mask of eyelashes - masks emerged with new technology and how to apply was easier.

Eyelashes - were well defined.

Eyebrows - in the early, eyebrows were dark and strong, with pencil being used to fill and define the shape. The thickness varied from medium to coarse, but still arc-shaped.

 

 

RELATED TEXTS: