Mary Lyrio


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VINTAGE MAKEUP. HISTORY MAKEUP: OLD EGYPT TO THE END OF THE CENTURY 20th

23/10/2015 18:23

                    VINTAGE MAKEUP                  

    As one of my goals is to become a makeup artist, to know how this art has evolved over the last century of Western society it is very interesting and important.

    I could not talk about the makeup during the XX century without first making a brief account of the history of makeup.

    This post will be composed of 3 parts:

    - Part I - Brief account of the history of makeup and re-creation of the first decades of the XX century (Decades, 10, 20 and 30);

    - Part II -Recriando the decades 40, 50 and 60;

    - Part III - Recreating the decades 70, 80 and 90.

 

 

EGYPTIAN 4000 A.C.

    They were the first to make wide use of cosmetics in social life. They used natural ingredients such as unguent, which was a substance widely used by men and women to keep their skin soft and moisturized and to prevent wrinkles due to dry weather. Egyptian women applied malachite (bright green paste of copper minerals) in the eye lids to color. Used Kohl (eye cosmetic old) to outline the eyes. To color the cheeks used a preparation made of iodine and bromine. And, for the red coloration of the lips, they wore red ocher. However, these substances contain ingredients which could lead to death.

  

unguent                                                                               malachite                         

 

   

ANCIENT EGYPT CONTAINER KOHL A.C.         OCHRE RED

 

 

ROMANS 1 DC

The Roman used the chalk white Lead based to lighten the skin. To make blush, they used red chalk, Alkanet Tinctoria (red dye plant) Tyrian red (purple dye produced by a species of sea snails). And red ocher on their lips. Kohl also used to outline the eyes.

        CHALK                                                               ALKANET                                            TYRIAN 

 

 

MIDDLE AGES - CENTURY V THE CENTURY XV

 

There were two periods of makeup in the Middle Ages.

CENTURY V TO X

 

    During this period, the use of cosmetics to color the face was frowned upon by the Church leaders, is considered a demonic practice. The image of the ideal woman was an almost canonical image, where the skin was totally clean and natural.

CENTURY XI TO V CENTURY BEGINNING

    In this period, since there is a big change. Began arriving several products coming from the east. The very white skin with rosy cheeks was a symbol of wealth. If the skin was tanned meant that the person was poor and worked in the fields exposed to the sun.

    At this time, a new substance made of lead and carbon hydroxide, known as Venetian ceruse, which was a type of powder used to make white skin. The chalk was still in use. In addition, they pressed well cheeks to bleed them, leaving the red spot and the rest of the pale face. At this time, the red chalk was used as blush was applied almost forming a triangle. Red ocher was still applied on the lips

                                 CERUSE

 

 

REIGN QUEEN ELIZABETH I -1533 A 1603

    At this time, all women wanted to follow the pattern of Beauty Queen Elizabeth was the overly white skin and rosy cheeks. In addition to the social question, the more white skin was the richest person seem, the fact that it took the queen overdo the ceruse, and other noblewomen a copy, was that at this time there were several diseases, including smallpox. The queen, still young, contracted the disease and her skin was left with deep scars. So, in order to hide the scars she exaggerated in ceruse powder, applied in several layers on the face and neck. However the ceruse was toxic and the exaggerated and prolonged use caused new skin lesions and led women to use it every time in larger quantities to hide skin problems.

    Around the year 1635, the ceruse was classified as poison and began to no longer be used.

    Raw eggwhite was used as a waterproofing for the skin and also helped to hide wrinkles. It was a kind of primer of antiquity.

    The new substance of this era were cochineal (carmine color dye) that was used on the cheeks and lips, and Atropa belladonna, which is a plant and the juice of the fruit was used in the eye to let them bright and dilate the pupil which was another characteristic of this era.  

                                cochonilha

 

 

CENTURY  XVIII

    In the eighteenth century, fashion was determined cut skin Versalles. And the makeup was heavily used in France not only by women but also by men. One of the women that determined the standards of that time was Marie Antoinette. Just as women in the previous period, the white skin and reddish cheeks was a feature. as can be seen in the images above, the first is a painting of Marie Antoinette exposed at the Chateau de Versailles, I could closely observe when I visited. And the second is a woman of the time. At that time I did not find reports of any new substance.

 

VICTORIAN ERA - 1837 1901

    The Victorian era lasted from 1837 until the death of the monarch, Queen Victoria in 1901. The Victorian era coincided with the Belle Epoque and America's Gilded Age. Strong makeup was seen as promiscuous and bold. For this reason, make-up was only used by actresses and prostitutes. It was considered pretty well subtle makeup.   

                      

 Gilbson  Girl                                                                               Camille Clifford

    The feminine image more widespread in the late Victorian era was the Gibson Girl who was the embodiment of a feminine ideal portrayed by illustrator Charles Dana Gibson over a period from the late nineteenth century to the early twentieth century.

    Camille Clifford was named the Gibson girl par excellence. She was an actress of theater and in 1900 won a magazine contest that was sponsored by illustrator.

    The white skin was still extremely in vogue. Lemon juice and vinegar juice were applied to the skin or consumed to clear it.

    At this time, there were already several perfumeries, as Houbigant (1775), Rimmel (1834), Bourjois (1863), Richard Hudnut (1888) who were shops selling various kinds of cosmetics. And cosmetic most widely used at the time were the treatment creams. However women did not want to admit they needed to treat the skin, it was important to sell the image that the skin was healthy and beautiful naturally.

 

EDWARDIAN ERA - 1901 1910

 

    In the early Edwardian era, the makeup was still only boasted the stage actresses. A woman still could not be seen except with his natural face.

     The only exceptions were the rouge and powder. The rouge was applied on the cheeks, forehead and just a stain on the lips.

    The image Gilbson girl was still reference.

     But all that has changed in a short time. London launched its "cosmetic shops" in 1909. In these counters, women could experience the cosmetics before you have to buy them.

     Even as there are several perfumeries, was the twentieth century that began to become popular with the emergence of Helena Rubinstein (1903), Papier Poudre (1903), Coty (1904), Princess Pat (1907), Harriet Hubbard (1907), Max factor (1909) and L'Oréal (1909).

 

 

10 DECADE

    The first real innovation in the development of cosmetic beauty for modern women emerged in the 1910s, during and after the First World War.

    The first commercial mascara lashes was established in 1913 by Tom Lyle Williams paid tribute to his sister Maybel, giving the name of Maybelline.   

 

    In 1914, Max Factor introduced the pancake makeup with the first eye shadows commercial henna-based extracts. 

 

     The lipstick was invented in 1915 by Maurice Levy.  

    In 1917, Maybelline improved formula the mask of eyelashes, becoming a compact mass that was applied with a wet brush.  

    Max Factor, Helena Rubinstein, Elizabeth Arden and Coty began to produce their own lipsticks incorporating your own recipes and secret colors. But it was in 1920 that the real commercial success of these cosmetics began to take off around the world.  

    Eyes were darkened with black or brown shadows covering the eyelids. his lips were dark and drawn, eyebrows were drawn and blush was applied in almost any face

    The colors of eye shadows that were popular at the time included gray, green, brown and black.

    Max Factor, who opened her salon in Los Angeles in 1909, was already making a name with his work on the Hollywood studio. He helped to create multiple movie makeup looks and among them the actress Theda Bara, the first version of Cleopatra in 1917. Another hollywood icon at this time was Lillian Gish. His eyes were strongly marked, well-painted eyelids and the outlined pulling out. This makeup style eyes became known as Vamp look Hollywood. Lips, lipstick was applied in the center, forgetting the corners and highlighting the "cupid's bow".

                                    HALL MAX FACTOR

  Theda Bara                                                                             Lillian Gish

    The impact of these films on women was considerable. At this time, leaves the scene the Girl Gilbson and begins to emerge the first Girls Flappers, or flappers as they were known in Brazil. It was a generation of postwar women who have left the corset began to wear skirts four fingers above the ankle and cut their hair. The Ballet Russes, a phenomenon in London in 1912, also influenced the makeup of the time.

   

    In this decade, the makeup style had two phases, phase during the war and post war phase

FEATURES OF MAKE-UP DURING THE FIRST WORLD WAR 

        Mary Pickford

    Foundation - was used two shades lighter than your skin.

    Powder - was used to give the pearl finish.

    Cheeks - the rouge, blush as he was known at the time, it was pink and applied on a large number of triangular shape on her cheeks.

    Lips - the rouge was applied bypassing the lips. The most used colors were red and cherry

    Shadow - eyelids were painted brown or green, and the slightly outlined eyes.

    Eyelashes - the first version of Maybelline mascara was not very well accepted. The lashes were neatly combed.

    Eyebrows - well marked.

MAKEUP OF FEATURES AFTER THE FIRST WORLD WAR   

    During this time women began to copy the makeup style of Hollywood stars.

    Foundation - was still used two shades lighter than your skin.

    Powder - was also used to give the pearl finish.

    Cheeks - the rouge still pink, but now he went down a little in the face.

    Lips - lipstick had been invented and it was applied in the center of the mouth, forming the "cupid's bow". However, this feature will be more pronounced in the 20 most used colors were still red and cherry.

    Eyebrows - were well marked.

    Shadow - the color was black or dark brown and her eyes were well marked and gently pulled at the outer corner, since starting a little vamp style hollywood that will have its apex in the 20s.

    Eyelashes - Mascara was the big news and no woman could resist enhance your lashes.   

    

20 DECADE

    Innovations cosmetic 1910s, lipstick, eye shadow, mascara lashes, pancake, etc., brands such as Maybelline, Max Factor and Helena Rubinstein, are now widely used across America and Europe.

    Makeup played a huge role in helping women recover from the horrors of war, and assert their new sense of feminine power. In addition, after the First World War there was an imbalance in the ratio of men to women and thus they began to compete with each other for the attention of men, making her makeup even more desirable.

    It was a time of great peak selling makeup, women bought the novelty that large companies threw wildly.

CHARACTERISTICS OF MAKEUP THE BEGINNING OF THE DECADE 20

   

  Theda Bara                                                                                 Clara Bow                                                                                   

    Foundation - the most widely used color was ivory white.

    Powder - was white.

    Boca - lipstick was still applied avoiding the corners and being fuller in the center, formed the "cupid's bow". The colors were very dark as purple or purplish red.

    Cheeks - the rouge was applied well in heavily cheekbone in a circle.

    Eyebrows - were well marked.

    Shadow - is the decade vamp style hollywood, well marked eyes, dramatic, with black shadow and gently pulled at the inner corner. His eyes were well outlined.

    Eyelashes - well marked, but only the upper.

    The Hollywood stars who were reference at this time were Theda Bara, Clara Bow and Mary Pickford.   

 CHARACTERISTICS OF MAKEUP IN DECADE OF HALF OF 20

    Foundation and powder - were also applied in the same way.

    Lips - how to apply lipstick in "cupid's bow" was no longer so used. Now began to apply lipstick in the corners, but still not arredondava, a characteristic that will be well marked in the next decade. The most used colors were red and pink.

    Cheek - the rouge was still applied in the shape of a circle, but in smaller quantities.

    Eyebrows - were well marked.

    Shadow - The style vamp was no longer so used, his eyes were less marked and the most widely used color was brown

    Eyelashes - well marked, but only on the upper lashes.

                                                                                                                                

30 DECADE

    This decade has undergone a major economic crisis due to the Great Depression that occurred in 1929 with the fall of the New York Stock Exchange.

    As a result of the gradual emancipation of women, which began in 1920, they have become more aware of their independence of action and bolder in the way of expressing her femininity, leaving the scene altogether Flapper girl from the 10 decade of the final and half of the 20s and getting into the act more mature woman. Hollywood movies have become very important, because due to crisis for many people, the only entertainment available were the movies. Women copied the models of dresses, hairstyles and make-up of the popular film actresses.

    The great actresses who dictated the fashion of the time were Greta Garbo, Marlene Dietrich, Caroline Lombard, Ginger Rogers, Jean Harlow, Mae West, Joan Crawford and Bette Davis.

 

         Jean Harlow                                                                                         Ginger Rogers                        

 

Caroline Lombard                                                                                              Marlene Dietrich

Bette Davis                                                                                        Joan Crawford

                  Greta Garbo

    Great Cosmetics names like Max Factor and Elisabeth Arden became popular in the world of women.

    Interestingly, cosmetics sales during the Great Depression increased significantly, and this is a trend that can still be seen during tough economic times. Sometimes dubbed the "Lipstick Index" is a controversial phenomenon that has been studied by economists for years.

    The 30s was the era of blondes of Hollywood curls and all women wanted to copy. However, this time, the hair dyes have not been very good and many women hair quite spoiled.

 

CHARACTERISTICS OF MAKEUP

    The trace of makeup is noticeably more refined and elegant than the exaggerated lines of the previous decade.

    Foundation - became the same skin tone or tone down with pink undertone and with a little sparkle.

    Powder - the powder has changed from white to pink, also emerging the compacts.

    Cheeks - the rouge intensity gave a slight decreased and was applied to the apples and slightly below pulling toward your ears.

    Lipstick - while in the 20s was avoided the outer corners of the lips in the application of lipstick, in the 30s not only filled the corners, but also the rounded, leaving the fleshy mouth. This type of mouth became known as Crawford Smear, due to actress Joan Crawford. The dark red lipstick purple was no longer used, the most popular color was pink, raspberry, red and orange.

    Eyebrows - a kind of symbol of the decade makeup. They had to be thin and forming a long arc. Many women drew the eyebrows and redesenhavam with the pencil.

    Shadow - women began to use two shadow shades of the same color and the most used colors were blue, violet, green and brown.

    Eyelashes - the mask of eyelashes still widely used, but now also being applied to the lower lashes. There are reports that this time the mask of eyelashes was with ma brown color and the tips black. Long, thin eyelashes have become popular.

    In 1938 dies one of the great names of cosmetics and makeup creator of the term, Mr. Maksymilian Faktorowicz - Max Factor.    

 
 

40 DECADE

    The 40s was marked by World War II.

    Like most of the men went to war, there were manpower shortages to take up jobs in factories and shipyards. Before long, the government realize that women were the only way to produce equipment and materials necessary to maintain the war effort. It was the first time that middle-class women would work out of their homes, since poor women have always worked. Some women were enchanted to enter the workforce, they saw this as the first chance to achieve economic independence.

 

    Even having to take on traditionally male jobs, they did not have masculine appearance and makeup allowed them to represent this new power, while remaining feminine.

    The right to be beautiful was very propagated by cosmetic companies and used as a tool to promote patriotism and encourage women to become more active in the war effort.

    Known Hollywood stars of the time as Ava Gardner, Ingrid Bergman, Gene Tierney, Joan Fontaine, Lana Turner, Rita Hayworth and Carmen Miranda, inspired many women.

Ava Gardner                                                         Carmem Miranda    

Ingrid Bergman                                               Joan Fontaine   

Lana Turner                                                    Rita Hayworth     

    How many women were working for the first time in factories and shipyards, government agencies began shooting training videos for men to learn how to work with women, and videos for women to learn to stay safe at work.

   One of these training videos was made by actress Veronica Lake, as seen in this photo, taken from the publication of Life magazine of March 8, 1943.

Rosie the Riveter

It is a cultural icon of the United States, representing the American women who worked in factories and shipyards during World War II.

The term "Rosie the Riveter" was first used in 1942, in a song of the same name written by Redd Evans and John Jacob Loeb. Recorded by various artists and became a national hit.

"(...) All the day long whether rain or shine

She’s a part of the assembly line

She’s making history, 

working for victory

Rosie the Riveter

Keeps a sharp lookout for sabotage

Sitting up there on the fuselage

That little frail can do more than a 

male will do

Rosie the Riveter.

Rosie’s got a boyfriend, Charlie

Charlie, he’s a Marine

Rosie is protecting Charlie

Working overtime on the 

riveting machine

When they gave her a production “E”

She was as proud as a girl could be

There’s something true about

Red, white, and blue about

Rosie the Riveter (...)"

To listen to the original version click on the link: www.youtube.com/watch?v=55NCElsbjeQ

 

Pin-up

Another term often used at that time. The pin-up were mostly models and actresses who landed with more sexy outfits showing subtly lingerie. Such photos often appeared in calendar style poster (in English, poster pin-up =). Betty Grable, an actress and dancer, was one of the most popular among the first "pin-ups". One of his posters became ubiquitous in the lockers of American soldiers during World War II.  

Betty Grable

 

In some countries, mainly in Europe, cosmetics began to have its limited production due to war rationing.

Furthermore, because of shortage of raw materials, cosmetics prices were very high. For some women, it remained to be creative and produce homemade makeup. Shoe paste was used as a mask for eyelashes and eyebrows; beetroot juice was used on the lips and cheeks; and petals of roses soaked in alcohol were also used on the cheeks.

In the early 40s, the production of cosmetics in the US was frozen for a few months. But the women's cry was so great that cosmetics were classified as important for the war, as well as tobacco was important for men.

 During the war years, the major cosmetic brands have continued with the production, even if reduced in some countries. When some of them had to halt production during the worst period of the war, they still continued to advertise the products.

Several major cosmetic brands like Estee Lauder (1946), Wella (1946), and Parfums Christian Dior (1947) were founded during the forties,

Another item widely used by women who also was missing were the nylon stockings, as the material needed to make items such as military networks and parachute. Therefore, women began to paint in his legs the design of the seams of the half to give the illusion that they were using.

           

Appeared the liquid silk stockings 

 

Department store anuciando liquid stockings

 

In Paris. during the war years, the fashion houses like Chanel and others closed their doors by the shortage of raw material.

With the onset of war and strict rationing of fabric, dresses in the 40s have become shorter, and just below the knee. It was initiated military minimalist style. They came the shoulder pads, which left the square shoulders. Sleeves were often swollen with some folds at the top, and extended to just below the elbow. The neckline of the 40s come in a variety of cuts. They could be square, keyhole, crimping, or V-shape  

 

Hats gradually began to disappear, being replaced by scarves.

The fashion in the years following World War II is characterized by the resurgence of haute couture after the austerity of the war years. Square shoulders and short skirts were replaced by soft femininity with Christian Dior "New Look silhouette", with its longer skirts and tight waists and rounded shoulders.

New look Dior

The victory roll hairstyle was very popular in the 40s. The name refers to a moving downward spiral that made the downed plane

Victory roll hairstyle

 

LAUNCHES

1941 - Elizabeth Arden launches Montezuma lipstick red, the red of victory.

 - Dorothy Gray - launches red lipstick.

 - - Tangee launches Red-Red Lipistick   

- Du Barry launches line red badge

 - Max Factor launches Lipistick color fort, red lipstick. 

1942 - Max Factor - launches Tru-color lipistick collection.

1943 - Maybelline launches line for olkos with the slogan "If you use your lipistick, you must use Also maybelline". - Made up of solid mask in black, brown and blue;, mask cream in black and brown colors; sombre in blue, green and violet and black pencil and marro eye.

1945 - Helena Rubinstein - launches makeup guide brunette and blondes - brown makeup guide and blondes.

 

1946 - Helena Rubinstein's launches Heavenly Glow makeup and Pan stick - foundation in stick form.

- Yardley launches English Complexion Cream, Night Cream coposto cream Skin Cleansing Cream and milk-based cream, in new packaging.

1947 - Bourjois lança Rouge Rosette Brune e Rouge Coral.

 - Elizabeth Arden Elizabeth Arden launches Pat-A-Kake - creamy compacted foundation.

- Helena Rubinstein launches Makeup-stick, creamy foundation stick.

 

CHARACTERISTICS OF MAKEUP

   Lips - are the most prominent part of the 40's lipstick was designed to keep women with high esteem during the war. Red was the color of patriotism symbol. How to apply valued the natural contour of the lips, slightly bulkier at the top, remembering the full lips of the previous decade. The most popular color is red, including bright light red, cherry red, pink red and orange red.

Foundation - was skin tone or darker tone.

Face powder - was used coinciding with the color of the skin to help secure the base or to give a rosy glow.

Rouge - was applied at the center of apples and pulled toward the temples.

Eyebrows - have been thoroughly cleaned, well-defined arches and accented by using a dark brown pencil. The practice of plucking eyebrows so fashionable in the past decade has weakened.

Eye shadows varied in colors gray and brown.

Eyelashes - only existed maáscara paste or cream and it was applied marcaano well eyelashes

Eyeliner - was applied to the contour of the lower lashes and had in black and brown.

 
 

50 DECADE

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.

 

 

60 DECADE

The 60's, as well as the decades of 10 and 40, was marked by several events that have become historical.

In 1961, the former Soviet Union made the first launch of a manned spacecraft. In 1962, Brazil is champion of soccer world cup in Chile, and of course it was very important !!! In 1963, US President John Kennedy was assassinated. In 1968, it takes place the revolt of students in Paris, with the slogan: "Est interdit d'interdire". And in 1969 the first man landed on the moon.

  REVOLT OF STUDENTS, OF 68

In the context of such diverse events, but equally important, the "baby boom generation" (name given to babies born in Britain, France and the USA in 1946) now young, begin to influence the culture and fashion of the decade.

The voice of youth is clearly noticeable in the lyrics of the British band "The Beatles".

At this time, two youth movements had great influence on people's behavior: The Mods that began in 1960 in Britain and spread to varying degrees, to other countries; and Hippies that began in the US in the mid-60s, and spreads around the world.

In the 60s, Europe, especially London and Paris takes its role as radiating center of fashion and behavior, which in recent decades was being played by Hollywood.

However, the actress Brigitte Bardot, Sophia Loren and Elizabeth Taylor, which premiered this decade Cleopatra film, very influenced fashion and behavior.

Brigitte Bardot                                                                   sophia loren        

The former actress Gracy Kelly, this time already Princess of Monaco, also influenced the fashion and behavior of the time.

The specialized publications of the time, also very influenced in fashion and makeup.

Women's fashion saw the emergence of mini skirts and straight and short dresses.

There were various hairstyles in the 60s As the beehive style beginning of the decade, very used by actress Brigitti Bardot, and very short style popularized by Twiggy (first big top model of the world) and actress Mia Farr. The pillbox hat was fashionable, and worn by Jacqueline Kennedy.

  

  Brigitti Bardot                                                          Twiggy   

 The pillbox hat, Jacqueline Kennedy

Male fashion Mods incorporated a dose of sophistication, which included tailored suits with narrow lapels, skinny ties, collar scroll button, woolen jackets or cashmere.

Many of female mods incorporated an androgen style with short haircuts, men's trousers or shirts, flat shoes and little makeup.

The fashion of the hippy clothing gained momentum after the summer of 67, called "Summer of Love". The style characterized long skirts, loose gowns with esoteric prints or embroidery, jeans bell mouth, loose knit tops, necklaces and bracelets with native reasons Americans and Africans. Sandal was the footwear of choice for men and women. Hair loose long been the most widely used.

As in the previous decade, the cosmetics company continued to grow.

Max Factor had been at the forefront of innovation makeup for several decades and continued to lead at this time, with its products becoming very popular.

Maybelline, Revlon, Elizabeth Arden, Helena Rubinstein, Ester Lauder and Yardley were also popular brands.

 

LAUNCHES

1960 - Max Factor Sheer Genius launches makeup in 10 matt colors. It's kind of creamy foundation with matte finish, for women who did not shine.

1961 - Revlon launches the first liquid matte shade and shade of eyelashes with brush.

1962 - Max Factor Jr. launches an eye kit, composed of creamy shadow, powder, liquid shadow, eyebrow pencil, eyelash mask in pasty and creamy consistency, and mascara tube with wand.

1 - style creamy shade lipstick in pastel shades in blue, green, purple and silver;

2 - powder shadow in the same color of creamy shade;

3 - liquid shadow with a brush, in black, brown, golden, silver, green, purple and blue;

4 - eyeliner and eyebrow in black, brown, green, brown, blue and gray;

5 - mask cake, cake folder in black and brown colors;

6 - mask cream in black and brown colors;

7 - mask tube with wand in black and brown

 - Revlon - seeking to anticipate the launch of Cleopatra film, she makes a new reading vamp style created by Max Factor in the late 10th to the first version of the film. Thus, launches a collection with Egyptian theme that included: a pink sphinx lipstick, a pink enamel to match the lipstick and a trio of shadows with applicator brush, called Sphinx eyes.

 -  Maybelline launches kit false eyelashes.;

1963 - Maybelline launches product line to the eye with the slogan, all you need to do look cute. Consisting of: mask tube with wand, mask folder cake, cream mask with brush, eyeliner and pencil in one product, shaped shadow lipstick, liquid shadow, eyebrow pencil, eyelash curler, eyebrow brush and tweezers.

1964 - Ester Lauder launches lipstick swiss strawberry

- Max Factor Jr. launches online Brave New Pastels, consisting of lipstick, retractable pen lipstick and nail polish. Available in pastel shades in pink, coral and peach.

1965 - Max Factor launches three dimensional shadow in pastel tones and black eyeliner with a brush.

 1966 - Max factor launches shadows in cream and ultralucent fluid makeup - Ultra Liquid Illuminator

 

-Yardley launches lShiny Slicker Lipsticks

 

1967 – Yardley launches kit makeup face, composed of base finisher compact, lipstick trio and trio shadow.

- Revlon launches New face gleamer- creamy illuminator rod-shaped

- Max Factor Jr. Lança New shiny eye-liner only

1969 - Helena Rubinstein launches mask long lash

- Max Factor Jr. launches shiny eye-liner in blue color

 
 

CHARACTERISTICS OF MAKEUP

Lipstick - was applied following the natural contour The colors were softer like pink or coral.

Foundation - it was the same shade of skin or a lighter shade to give and youthful appearance. The liquid base was preferred.

Concealer - younger women did not wear the most matures and used before the base.

Powder - if He wore powder-compact or loose finisher and preferably in pink color.

Blush - was applied in a milder form in the center of apples and pulling up toward the temples.

Illuminators - were applied to highlight the cheekbone cheeks and temples. The texture was creamy rod-shaped or liquid. The colors were pink and beige and shades ranging from light to dark.

Eyebrows - were well marked with eyeliner and the thickness ranged from medium to coarse.

Shadow - the eye was the big star of the makeup in this decade. The mobile eyelid was covered with matte shade, the colors of the shadows were white, green blue, silver, gray and lilac. Who had green eyes or blue shade used in the same eye color.

Eyeliner - was made a thick line close to the line of the upper eyelashes. The most used colors were black and blue.

Eyelashes - the mask was used, but in a mild form, so that the eyelashes stay stretched and separated. The lower lashes were outlined with pencil. False eyelashes were very used, they were made from natural hair and synthetic hair Sables and some had rhinestones and glitter.

The Egyptian eye style of Cleopatra was widely used.

 
 

70 DECADE

    The 70s was marked by great economic, political and social movements.

    The women's struggle for equal rights and political and economic freedom and began the second wave of the feminist movement.

    And the women won major victories. Several European countries have passed equal pay laws for men and women. In 1972, some all-male courses at Oxford University opened its doors to women in 1979 and Margaret Thatcher is elected first woman minister of the United Kingdom.

    Throughout the decade, Brazil is ruled by a military dictatorship. The dictatorship reached the peak of its popularity in the mid-1970s, with the "economic miracle" in the same time the regime censored all the country's media, tortured and exilava dissidents.

    In music, at 70, comes to an end The Beatles and Elvis Presley dies 73, both had greatly influenced the fashion and behavior in the previous decade.

    Early in the decade, the hippie movement is still very strong.

Punk

    In the mid-70s, the Punk arises, which is a movement of youth subculture originating in the United States, Australia and the UK. The movement will have influence on rock music, in fashion, the arts and film.

    Television was a national obsession in many Western countries.

    With ads, music shows and numerous series and programs, television had much influence on behavior and fashion.

    The cinema and fashion magazines still also having a lot of influence.

Some of TV series

    - I Dream of Jeannie - 65-70 starring Barbara Eden and Larry Hagman

    - BEWITCHED - 69 72 starring Elizabeth Montgomery and Dick York.

    - WONDER WOMAN - 75 A 79 starring Lynda Carter.

    - BIONIC WOMAN -76-78 starring Lindsay Wagner. 

    - CHARLIE'S ANGELS - 76 to 81 starring Farrah Fawcett, Jaclyn Smith and David Doyle.

    - HART TO HART - 79 to 84 starring Robert Wagner and Stefanie Powers

    Another feature of this period was very tanned skin. Women liked to go to the beach and sunbathe. There were several ad tanning.

    Thus we see a change in the conception of society, which in previous decades, the white skin was synonymous with the aristocracy and the burned skin from the sun, was synonymous with work in the field. Here tanned skin has become synonymous with free time for leisure and the beach became a favorite outing on vacation. The Girl from Ipanema music composed in the 60s by Vinicius de Moraes and Antonio Carlos Jobim became known worldwide when recorded by Frank Sinatra in the late 60's and is the girl from the beach.

"Tall and tan and young and lovely 
The girl from Ipanema goes walking 
And when she passes, each one 
she passes goes - ah 
When she walks, she's like a samba 
That swings so cool and sways so gentle 
That when she passes, each one 
she passes goes - ah (...)." 

    

                         Girl from Ipanema

    Some of the actresses who greatly influenced the behavior and women style were: Farrah Fawcett (Panthers), Diane Keaton, Faye Dunaway, Lindsay Wagner (bionic woman), Stefanie Powers (Hart to Hart), Lynda Carter (Wonder Woman), Joanna Lumley Elizabeth Montgomery, Barbara Eden (I Dream of Jeannie), Joan Collins and Jene Fonda

     

                     Farrah Fawcett                                     Diane Keaton

            Faye Dunaway                                             Lindsay Wagner

   

           Stefanie Powers                                           Lynda Carter

    

           Joanna Lumley                               Elizabeth Montgomery

 

              Barbara Eden                                                Jane Fonda

                   Joan Collins

    In the early 70s there was a revival in the second half of the 20s and some films as The Boy Friend (1971) and The Great Gatsby (1974) brought this time around and had a share of influence in women's makeup mainly on the eyebrows that turned to be more defined.

    Shortly after the second half of the 70s, there is the discotheque and disco music, whose big stars Donna Summer, The Bee Gees, KC and the Sunshine Band, ABBA and Chic. And they influence very fashionable and makeup of the time.

    A film that was a big hit was - Saturday Night Fever.

 Saturday Night Fever                          Donna Summer 

    Other musical rhythm that had great influence on fashion in the 70's was the Bob Marley reggae with Rastafarian style.

    Early in the decade, the market for clothes prêt à porter grows and in the year 73, the great haute couture designers have also started to produce ready-made clothes and twice a year presenting his collections in Paris.

    

    In the mid-70s, the parades began to take place in Milan, Tokyo, London and New York. However, strict couture system, created by Charles Frederick Worth, in the nineteenth century was not extinct, continued to have great influence in the fashion world, particularly among consumers of high-end luxury.

    Fashion in the 70s was very eclectic, very colorful, as much for women as for men.

    The Jeans was one of the symbols of this decade. it came in long skirts or midi, pants bell mouth or straight pants.

    

    The bell-mouth pants, fabric, were widely used throughout the decade of 70. They were very colorful and, in most cases, used to the same color pants and blouse, forming a set. It is used with blazer, button blouses, tops and T-shirts.

    

    The mini skirts that had been invented in the previous decade came with all his might, in various designs, sizes, patterns and colors. They were used with various types of shoes, but the most common among joveens was the doll shoe style with knee socks wore it with shirts with button, pure, with scarf or ties. Also he wore, shirts and mini blazer.

    In Russia I used a lot the stocking with shorts and berets.

    The dresses came mini, midi and long. Minis and midis them, were normally évasée. The fabrics were smooth pure, smooth comdetalhes, floral, striped or checkered. The long, most were loose dresses with floral prints.

 

    Another most widely used style in this decade was the dress "bata" (unfamiliar translation into English) with high boots. And the boots have come in various colors and models

 

    A very common style in Russia were the sets, skirt-midi and blazer. And it is always used in combination with the shoes and the bag. The Russian also used very berets.

    The disk had fashion various styles, but the most commonly used were overalls or bell-bottom pants in very shiny fabrics or skirts and short dresses, shiny fabrics, with boots.

    The men's fashion as well with the female was very colorful and tissues were various patterns, such as chess and flowers. The high waist pants and bell-bottoms was predominantly the most used.

    The jeans came into fashion pants, jacket and overalls. The most widely used pants style was the bell mouth. The younger wore pants with side embroidery and combined with shirts that also had embroidery.

    

    The sport-thin style was the bell-bottom pants with high waist. The pants were of various colors, with smooth or checkered fabric. The blouses were button with plain fabrics, floral prints or squared.

    
 

    The disco was the bell-bottom pants with suit, vest and shirt collar and long sleeves and shiny fabric with colorful blouses and overalls of long sleeves. They also had the bell-bottom pants with shirts, wide open or set of pants and blazer.

        

    Another style that was very successful in this decade was the unisex. That was propagated in the fashion magazine pages, with clothing ads "for him and her."

    

    Foram vários os tipos de cortes e penteados

SHAG

            Jane Fonda      

    It was created by hairstylist Paul McGregor for the character of Jane Fonda, Bree Daniels. It is a unisex cut with layers and sides forming a full fringe.

WEDGE

                  Dorothy Hamill

    It was created by Vidal Sassoon. Cutting short, with side, steep and angled layers, giving a very bulky appearance.

STACKED PERMS

       Donna Summer 

    Permanent curls, piled giving a wig format. Widely used by Donna Summer.

MOHAWK PUNK

    Of various styles and various colors.

CORNROWS

     Cicely Tyson

    African braids, rooted in the scalp, very used by actress Cicely Tyson

CABELOS ENROLADOS

      Barbara Streisand     

    Widely used in the disco.

THE "FARRAH"

    It was created by hairstylist Allen Edwards at 76 for the character of Farrah Fawcett in the series - Charlie's Angels. It was a long gash in overturned layers inside, the platinum blonde color. This cut was the most copied this and the next decade and led many women to lotarem beauty salons.

    Hairstyles and men's cuts also very varied.

LONG HAIR

SHAG

Same as female

JHERI CURL

    It was created by American hairstylist Jheri Redding. The creation of this hairstyle involves two steps: First, the hair is softened and stretched and then with chemicals is made a permanent wrapped.

THE MULLET

    It was a very popular cut and consists of two distinct parts: short layers on the top and sides and long hair at the back.

SURFER HAIR

    Cut with side layers and grand fringe

MOHAWK PUNK

    Of various styles and various colors.

 

MAKEUP

    The feminist movement was growing, women no longer wanted to be housewives, there was a blast of women working outside, leading a strong impact on advertising and in the cosmetics industry.

    The cosmetic brands began to abandon the outdated representations of women housewife who had to be beautiful for her husband, and arises independent woman, working out, but still remains beautiful.

    There were lots of makeup options: and those that stood out were: Revlon, Rimmel, Biba, Max Factor, Yardley, Coty, Helena Rubinstein, Elizabeth Arden, Ricilsóie, Maybelline, Dior, Avon, Charles of the Ritz, Harriet Hubbard Ayer, Cover Girl and Chanel. All names are well known in the cosmetic market, although the success varying from country to country.

    For example, Rimmel, Yardley and Biba were popular in their own home in Britain but less so abroad. The Biba, despite being restricted to that decade, it was a very popular brand, to the point that at 74 she occupies seven floors of a department store in London under the name of Big Biba.

    Cover Girl and Maybelline were very popular in the United States.

    The Max Factor who had the lead in the decades starting in the late 70s, to suffer a decline in their profit margin, having as one of the main causes of the fact that there is no other family representative as president of the company.

    During this decade emerged specific makeup for black women.

    The Fashion Fair Cosmetics debuted in 1973 with a line exclusively for black-skinned and had ads with famous black women as Natalie Cole, Aretha Franklin and Diahann Carroll.

    Established brands expanded their hand fans to include makeup for darker skin tones and Avon took the lead.

    In 1974, Vogue was the first popular magazine with a black model on the cover - Beverly Johnson

MAGAZINES

 

LAUNVHES

1970 - Max Factor launches Pure Magic lipgloss - shiny gloss in various colors and Ultralucent Face Makeup Collection - shadow line of colored eyes.

- Maybelline launches shadow cream in 5 colors - blue, green, white, lilac and yellow and Duo shadows.

- Revlon launches line Platinum & Pearls - lipstick and nail polish, platinum and pearl.

- Coty launches Liquid Makeup - liquid foundation.

1971 - Yardeley launches sigh shandow - shade in fine powder. liquid.

- Rimmel launches makeup and nail polish line.

- Max Factor launches two lines Pure Magic: the first comprised of lip gloss and shadow shiny and the second by lipstick and blue eyeshadow.

- Maybelline launches lipgloss roll-on, shadows on ultra velvety powder and eye makeup kit, consisting of trio of shadows, eyeliner eyebrows and eyelashes mask.

- Revlon launches Extra long big lash mask - mask for extra large eyelashes

- Helena Rubinstein launches Designing Eyes kit - composed of shadow in blue color, shade of eyelashes and eyebrows mask folder.

- Lancôme launches, Makeup Eye with the slogan: Sprekend ogen door - Speaking with the eyes.

1972 - Yardeley launches in pot gloss and eye make-up kit, consisting of shadow mask and eyeliner.

- Maybelline launches line of eye shadows colorful flowers and kit with gloss and shadow duo.

- Max Factor launches 2 ultralucent lines waterproof makeup - face line and line eyes.

- Elizabeth Arden lança kit de maquiagem para os olhos com slogan: Self portrait eyes – auto-retrato dos olhos

- Ricilsóie - launches kit makeup eyes with the slogan: Seduction on your eyelids.

Charles of the Ritz Launches Face Makeup kit.

- Harriet Hubbard Ayer launches eye makeup in three shades of blue.

- Helena Rubinstein launches Brush on lipcreme.

- Biba launches its collection of eye makeup in shades of blue and lilac.

1973 - Maybelline launches Eye shadow Colors That cling and fresh face blush.

- Cover Girl launches Shiny Shadows and face makeup kit.

- Dior launches line Eye Color Dior.

- Max Factor makeup line launches California and Eye Makeup Summer.

- Elizabeth Arden launches invisible illuminator.

- Revlon launches makeup Touch & Glow face - heen with foundation.

- Yardeley launches Makeup China brights eyes.

1974 - Avon launches line eyes sweet honesty.

- Maybelline launches lipgloss kissing slicks, powder-twist shadows in 12 colors and automatic cream-on shadow.

Revlon Launches New shiny eyecrayon pencils.

- Max Factor launches ultralucent face glazer.

- Ricilsóie launches complete line of makeup.

- Fashion Fair launches 2nd collection of makeup for black women.

- Coty launches makeup kit.

- Cover Girl lança Kit Makeup Eyes e coleção Color Lipstick.

 - Helena Rubinstein launches shadow with touch of sparkle.

1975 - Max Factor launches ultralucent line waterproof makeup for black skin.

- Elizabeth Arden – launches sparkling shine eye shadow.

- Revlon launches kit makeup eyes slogan: Big eyes, composed by duo shadow and mask of eyelashes.

- Maybelline launches face fresh line and New great shadow.

1976 – Elizabeth Arden launches Lipstick.

– Custom Blends cosmetics launches slick glow for black skin.

- Fashion Fair launches 3rd collection of makeup for black women.

- Avon launches lipstick sparklers – with two colors for the day and two colors for the night.

- Max Factor launches Ultralucent Face Makeup Collection.

1977 - Custom Blends cosmetics launches line Disco Dazzlers, composed of lipstick and nail polish.

- Helena Rubinstein launches light coverage foundation and blush cream.

- Ricilsóie launches l'ombre settle - liquid shadow.

- Rimmel launches line makeup to the face.

1978 - Revlon launches line of lighted lipsticks.

- Revlon launches eye makeup with the slogan: Moon Drop and moon drops super cream lipstick with drops of moon.

- Cover Girl launches liquid blush.

1979 - Ultra Sheen Cosmetics launches makeup Fabulous Face.

- Avon launches Fun Collection consists of lip gloss, eyeshadow and lipstick.

LIP GLOSS

LIPSTICK

 

SHADOW

- Chanel launches makeup kit with slohan - Chanel beauty dramatically.

- Max Factor laUNCHES Crème Lipstick

CHARACTERISTICS OF MAKEUP

The makeup in the 70's had several characteristics. It had makeup for tanned skin, the makeup for the hippie movement, the makeup for the punk movement, the makeup of everyday life and makeup for disco.

BRONZED SKIN

PUNK 

HIPPIE

DAILY MAKEUP

MAKEUP FOR BLACK SKIN

MAKEUP DISCO

                         

LIPSTICK - How to apply lipstick is the same as is done today, skirting around the lip

    -BRONZED WOMAN - most gave preference to gloss instead of lipstick, the most used colors were in shades of pink or orange. The night they wore lipstick and lip gloss applied over glow

    - PUNK - they wore lipstick and favorite color was red or purple.

    - HIPPIE - preferred the gloss and the most used colors were colorless, pink and orange.

    - DAY TO DAY - both white women and black women wore lipstick or gloss, and favorite color was pink or mouth color.

    - DISC - The lipstick was very strong and the preferred color, regardless of skin color was red.

FONDATION - The foundation was the same skin tone, or two shades darker when the skin was tanned. The fundação was used to cover the skin and give the appearance closer to natural as possible.

CONCEALER - was used before the base to correct the imperfections.

BLUSH - During the day the blush was applied in a circular fashion in the apples of the cheeks and pulled with a slight slope toward the temples. At night it was applied to the apples and pulled with greater inclination and linearly, almost forming a rectangle, toward the temples.

    - BRONZED WOMAN - the preferred color was bronze shades.

    - PUNK - They wore with great intensity and preferred colors were shades of pink and purple.

    - HIPPIE - the lighter skin gave preference to light pink and the yellow skinned preferred the bronze shade of blush.

    - DAY TO DAY - preferred color by both white and black, was pink, and the intensity varied from light to medium.

    - DISCO - were well marked and preferred colors were strong roses. 

SHADOW - was the essential item of makeup and were very colorful. Painted eyelids were the big star of makeup in this decade. Used one, two or three colors. The most commonly used combinations was pink with blue, pink with lilac and green with blue. Blue was the color of the decade

    The colors during the day were in pastel shades, and the night the colors were more intense. The color of the decade was blue, but there used to be green, pink, purple, white, orange and yellow. The shadows for the evening were scintillating or glitter, which was widely used in the discs. At the bottom of the eyes, they preferred to apply the same shadow applied on the eyelids, instead of eyeliner. The shadows were powdered, liquid, cream pot, creamy rod-shaped or pen.

ILLUMINATORS - were used to realças cheeks or cheekbone during the evening.

EYE PENCIL - When used were the same color shadow applied in pápebra. Punks liked apply strong black pencil around the eye contour.

EYEBROWS - were well designed with tweezers and marked with eyebrow pencil. Relebrando the second half of the 20s

LASHES - the big star was the eyelids, but the masks were also used, but sparingly. Also used up false eyelashes.

 

 80 DECADE

 

    The 80s was marked by several important events.

    1980

    - November 4 - Ronald Reagan was elected US president.

    - December 8 - John Lennon is murdered.

    1981

    - July 29 - Wedding of Prince Charles and Diana.

          

    - August 1, emergence of the MTV.

    - AIDS Discovery.

    1982

    - Michael Jackson thriller Launch.

          

    - First liposuction surgery, performed by Dr. Yves Gerard Illouz.

    1983

    - Dr. Luc Montagnier discovered the virus that causes AIDS - HIV.

    - First mobile phone commercially available in the USA.

            

    1984

    - The Menudo, musical group from Puerto Rico, which emerged in the 70s, achieved great success in Brazil, Mexico, Argentina and some European countries, especially Spain. This group marked the beginning of Ricky Martin's career.

    

    1985

     - 11 to 20 of January - 1st edition of Rock festival in Rio Brazil, with attractions such as Queen and Scorpions.

      

    - January 28 recording of "WE ARE THE WORLD" by hunger in Africa.

    

    - End of the Dictatorship in Brazil .       

    1986

    - Comet Halley.

     

    - April 29 explosion of the Chernobyl nuclear power plant.    

     1989

    - End of Cold War.

    - November 9, the Berlin Wall fall.

 

  THE MEDIA IN 80 DECADE

    In the 70s, television was one of the main means of entertainment, leaving the cinema a little aside. This was mainly due to the large number of American TV series which were a novelty at the time and the fact that the TV program already be in color.

    In the 80s, the American TV series are still doing very well with the rise of MTV clips, but the the cinema responds with several movies and many with box-office record.

    MAIN TV SERIES

    - THE FALL GUY: from 81 to 86, starring Heather Thomas, Lee Majors and Douglas Barr.

    

    - DYNASTY: 81 to 89, starring several actors, including John Forsythe, Linda Evans, Joan Collins, John James, Pamela Bellwood, Pamela Sue Martin, Catherine Oxenberg and Heather Locklear.

          

    - FAMILY TIES: De 82 a 89, estrelada por Michael Gross, Meredith Baxter, Michael J. Fox, Justine Bateman, Tina Yothers e Brian Bonsall.

      

    - MOONLIGHTING: 85 to 89, starring Bruce Willis and Cybill Shepherd.

                    

    MAIN MOVIES    

    1980 

    – THE BKUE LAGOON 

    

    1981

    – E.T. THE EXTRA-TERRESTRIAL 

    

    - RAMBO

    

    1983

    - FLASHDANCE

    

    - STAYING ALIVE

    

    1984 

    - THE TERMINATOR (

    

    - SPLASH  

    

    - FOOTLOOSE 

    

    - KARATÉ KID

    

    - GHOSTBUSTERS 

    

    - POLICE ACADEMY 

    

    1985

    - BACK TO THE FUTURE 

    

    1986

    - TOP GUN

    

    - FERRIS BUELLER`S DAY OFF 

    

    1987 

    - CAN´T BUY ME LOVE 

    

    - THREE MEN AND A BABY 

    

    - ROBOCOP

    

    - LA BAMBA

    

    - DIRTY DANCING 

    

    1989

    - LOOKS WHO`S TALKING 

    

    The leading actresses of the era that influenced very fashionable and behavior were: Brooke Shields, Catherine Oxenberg (Dynasty), Jane Fonda, Cybill Shepherd (The Cat and the Mouse), Demi Moore, Deryl Hannah (A Mermaid's Wife), Heather Locklear (Dynasty), Heather Thomas (The Fall Guy), Morgan Fairchil, Olivia Newton John, Meryl Streep, Michelle Pfeiffe, Justine Bateman (Family Ties), Jennifer Beals (Flashdance), Kim Cattrall (Police Academy) and Kim Basinger.

     

             Brooke Shields                            Catherine Oxenberg

     

                    Demi Moore                          Deryl Hannah

     

                Heather Locklear                       Heather Thomas

     

                Morgan Fairchil                             Michelle Pfeiffer  

     

               Justine Bateman             Jennifer Beals

     

              Cybill Shepherd                      Kim Cattrall  

     

           Meryl Streep                        Kim Basinger        

   The actresses Jane Fonda and Olivia Newton John were responsible for aerobic fitness movement, which was a great fever in the 80s, dictating fashion and behavior. Jane Fonda recorded several videos that taught people to do aerobics at home.

     

    In the 80s, men were very vain. The main actors influencing the masculine style were: Tom Cruise, Michael J. Fox (Back to the Future), Mathew Broderick (Bueller's Day Off), Patrick Swayze, John Travolta, Kevin Costner, Emilio Estevez, Mel Gibson, Richard Gere.

    

           Tom Cruise                       Michael J. Fox      

     

            Mathew Broderick                Patrick Swayze   

     

                John Travolta                      Kevin Costner

     

                    Emilio Estevez                  Mel Gibson      

    

         Richard Gere     

    SUPERMODEL

    The term supermodel emerged in the 40s with Bettina Graziani model who worked with influential designers including Christian Dior and Hubert de Givenchy, her small waist helped define the 'New Look' Dior.

    

   Bettina Graziani on the cover of L'Officiel Paris (1950)

    In the 60s, the surpermodel was Twiggy, who graced many Vogue magazine covers.

    

    The 70s saw the emergence of some supermodels. But it was in the 80s, with globalization and fashion shows being broadcast on television that there were several supermodels, who in addition to acting on the catwalk, and they appear on magazine covers and cosmetics ads, they also begin to make advertisements products out of the fashion market, such as soda Pepsi and Ford trucks. Some also served as actresses. Thus, they become very popular and well known. It was the first time that supermodels have become celebrities and celebrities have become supermodels. As well as artists and singers of the time, they also greatly influenced the fashion and behavior.

    The main supermodels of the era were: Cindy Crawford, Ell MacPherson, Iman, Janice Dickinson, Kim Alex (at 83 became the model of the brand Ultima II Revlon), Linda Evangelista, Jill Goodacre (one of the main models Victoria Secret 80 and early 90), Renee Simonsen, Stephanie Seymour, Claudia Schiffer, Nancy Donahue, Nancy Deweir (one of the models of Max Factor), Kelly Emberg (several advertisements of the cover girl and maybelline) and Paulina Porizkova (with Brooke Shields, who in addition actress was a supermodel, it was taken as the main beauty icon of the decade).

     

                    Claudia Schiffer                           Paulina Porizkova

     

            Cindy Crawford                      Ell MacPherson 

     

                    Iman                                    Janice Dickinson

     

                    Nancy Donahue                                        Nancy Deweir

     

                 Jill Goodacre                                          Kim Alexis  

     

            Linda Evangelista                                    Renee Simonsen       

    

         Kelly Emberg  

FASHION

    GLOBALIZATION, DIVERSIFICATION AND FASHION POPULARIZATION

    Fashion in the 80s has undergone several changes due to globalization and the many trends in pop culture phenomenon. The fashion spread faster than ever and became more widespread.

    Changes in technology, expansion of the cable TV and the emergence of networks such as MTV, meant that fashion dictated by TV, movies, music and celebrities has become more accessible to fans and spectators.

    In the 80s, there were various fashion styles. While in previous decades one or two styles predominated separate and successively during each period. In the 80s, several separate and distinct styles of all stripes were shared and popularized at once.

  A EXPANSÃO DA RIQUEZA E OS YUPPIES 

   

    A major change in society during the 80s was the expansion of the middle class and creating a large group of young professionals on the rise known as "yuppies". Suddenly this group went on to win many income and was known for his focus on wealth and conspicuous consumption and conspicuous consumption. The fashion was a way for these young entrepreneurs to exhibit their wealth. Yuppies were known to be focused on the brand more than any other detail clothes.    

    They were also largely influenced by TV shows, MTV and movies, as well as the rest of the population.

    The influence of the media on the fashion of the time was immeasurable. Music videos exhibited fashion in a way that had not been seen before. With the growth of specialized tabloids in the daily lives of celebrities, the rich and the young stars were highlighted imposing his style. Popular stars like Michael J. Fox became spokesmen for designers such as Calvin Klein. Fashion started to become an integral part of the definition of celebrity.

    

    SHOPPINGS, MARCAS E DESIGNERS DE MODA 

    

    Yuppies were not the only people with disposable income during the eighties. The expanded middle class and the population in general was feeling richer. The malls begin to receive in addition to the rich class to middle class accession. And with that, it has become a place to shop, stroll and meet friends.    

    Families come out to more remote places to go to shopping malls, which usually were located in strategic points of major cities.

    Popular brands during the decade were: Ralph Lauren, Calvin Klein, Nike, Adidas, Banana Republic, The Gap, Izod, Lacoste, Members Only, and Gloria Vanderbilt Jeans.

    Paris is renewed like the fashion center imposing new designers, tailors and the old perpetuating itself with a fresh style, simultaneously, Milan and London remain fierce competitors. The United States was the main market fashion ready-to-wear.

    Already high luxury fashion will be influenced by the first lady Nancy Reagan, with their dresses from top designers like James Galanos, Bill Blass and Oscar de la Renta. Red was her favorite color.

 

    England who popularized many styles, with its musical artists and punk culture, sees the birth of a new celebrity who will have great influence in the romantic style of the decade, which is the Princess Daiana.    

      

    Os designers de alta-costura que fizeram sucesso na década de 1980 incluem: Ralph Lauren, Calvin Klein, Donna Karan, Azzedine Alaia, John Galliano, Giorgio Armani, Dolce e Gabbana, Vivienne Westwood e Jean Paul Gaultier. 

   MUSIC AND FASHION

    Thanks to the creation of MTV, some fashion trends were directly related to music. Bands of new wave and metal, hip hop groups and rappers and pop stars often have a variety of styles associated with his music, and fans tried to imitate.

    The great artists of the time were: Madonna, Cindy Lauper, Tina Turner, Whitney Houston, Michael Jackson, Prince, Freddie Mercury, Lionel Richie and Elton John. And the bands were Scorpions and A-ha and Menudo, especially for the teenage audience.

    

                    Madonna                                Cindy Lauper

     

           Tina Turner                                  Whitney Houston 

    

               Michael Jackson                              Prince      

     

           Freddie Mercury                Lionel Richie

  

            Elton Jonh      

      

          Scorpions                                                         A-ha  

    

                    Menudos   

    CLOTHING, ACCESSORIES AND FOOTWEAR

    The silhouette of the 80 was X-shaped, with broad shoulders, thin waist and extending the hip.

    This decade has been an explosion of vibrant colors.

    Everything that was used was to be seen, the clothes were very colorful with a great predominance of neon colors. Some had a futuristic style, his shoulders were broad and, by using large shoulder pads. The accessories were great.

    The female audience trends were:

    Use and abuse of shoulder pads and ruffles, puffy sleeves and bat sleeves;

    Jeans sets (with jackets and pants of the same washing);

    Leggings in many different colors;

    Ruffled skirts, Balone skirts, skirts with executive blazer and leather jackets;

    Pinched dress with puffy sleeves, low waist and ruffled crepe or satin; low-cut dresses, with just top and skirt with ruffled tulle dress and Balone;

    High baggys semi-waist pants.

    Accessories such as belts, bracelets and earrings relógos with colorful bracelets.

    Plastic shoes, leggings, sneakers and basqueteira All Star, boots and scarpin shoe made of the stylistic scene from beginning to end of the decade.

 

        

 

    FOOTWEAR AND ACCESSORIES

    The menswear consisted of jackets (jeans or leather); washed jeans with shirts of colored mesh or polo shirt;

    Blazer with shoulder pads and slacks with tweezers

    The masclinos shoes most used were: athletic shoes and Adidas All Star and moccasins.

    The main accessories are: aviator sunglasses model, colorful suspenders and purses.

   

 FOOTWEAR AND ACCESSORIES

 

     

   

   

    CUTS AND HAIRSTYLES

   In the 80s, the hair was too bulky and very full, and there were several types of cuts and hairstyles.

     - MULLET - Widely used in the 70s and early 80s.

    

    - SHORT PEAKED - is the height of the neck, all peaked, with much volume on top and quite close at the nape.   

     

    - SHORT SPIKE - is a version of peaked court, where the tips are facing up.

   

    - SHORT MULTI LAYERS - It is a very large cut in the top and multilayer.

     

    - SHORT CURLY - cut at the shoulder or neck, voluminous at the top and with multiple clusters.

     

    - LONG CURLY 

     

   - CRESPO LONG CURLY

     

   - CUT THE FARAH - was the most copied cut at the end of the 70s and during the 80s.

     

    - CUT WITH MULTI LAYERS LONG - short layers at the top and peaked layers throughout the hair.

     

    - FRIZZY - the hair was unkempt appearance. It was one of the most used hairstyles.

    

    - TAIL SIDE HORSE - It was a hairstyle widely used among teenagers.

     
   
 CUT HAIR MALE

    - THE MULLET

     

    - SHORT IN LAYERS

   

    - PEAKED

    

    - LAYERS WITH WET GEL - cutting layers used with gel wet style was widely used.

    

    - FLAT TOP - haircut black, vertical and forming a flat platform.

     

    - FRIZZY

    

 

MAKEUP

    LAUNCHES

80 – Lancõme launch makup kit.

    

    - Bourjois launch shadow blue bat, lipstick and nail polish.

    

81 – Avon launch 2nd fun collection.

    

    

    
     
    
    

    - Dior launch nail polish and makeup kit consists of: quartet of shadows, eyeliner, duo blush and lipstick.

    

    - Lancôme launch nail polish and makeup kit.

    

    - Chanel launch lipstick.

    

82 - Bourjois launch colored shadows.

       

    - Cover Girl launch nail polish and makeup kit composed of: foundation, powder, lipstick and eyelashes mask.

    

    - Dior launch nail polish and makeup kit vibrant colors, composed of lipstick, quartet of shadows and colored eyeliners.

    

    - Max Factor Maxi launch line consists of: lipstick, shadows and mask lashes.

    

     

    - Maybelline launch quartet of colored shadows.

    

     Kelly Emberg

83 – Coty launch extraordinary lipstick 24 hours

    

    - Maybelline launch lipstick waterproof.

    

             Lynda Caster  

    - Max Factor launch foundation and blush cream and collection Spice Of Life.

    

    - Cover Girl launch kit of brushes and accessories makeup and bright lipstick.

    

                         Kelly Emberg

    - Givenchy launch Duo shadows and lipstick.

    

    - Lancõme launch blush and lipstick with the slogan – à la fraich.

    

    - Loreal launch makeup kit composed of duo shadows and blush duo

     

    - Revlon launch lipstick and nail polish.

     

                    Brooke Shields

    - Ultima II launch makeup kit.

     

84 – Coty launch lipstick and shadows kit.

     

    - Max Factor launch foundation and lipstick with the slogan Whipped Cream - whipped cream.

    

    - Loreal launch duo blush, lipstick, nail polish and makeup kit colors.

    

    - Estée Lauder launch lipstick waterproof.

      

    - Lancôme launch nail polish and makeup kit consists of: lipstick, blush and shadow.

      

    - Cover Girl launch lipstick satin.

     

           Renee Simonsen   

    - Maybelline launch Dual Collor Eye Pencils and line shine free look, consisting of: base, blush and mask of colored lashes.

   

   - Shiseido launch makeup kit.

    

- Ultima II launch The Naked line, developed by Kelvyn Aucoin.

  

   

    - Guerlain launch fascinating and colorful lipsticks

    

  85 – Dior launch nail polish and makeup kit colored, composed of quartet shadows, eye pencils of various colors and lipstick pink neon.

    

   - Elizabeyh Arden launch nail polish and shadows kit and lipstick.

     

   - Loreal launch trio of shadows, lipstick and nail polish.

    

    - Estée Lauder launch perfect lipstick.

     

          Paulina Porizkova

    - Lancôme launch Liquid shadow of neon colors and kit consists of quintet shadows and lipstick.

     

    - Guerlain launch lipstick pink neon.

     

    - Maybeline launch colored makeup kit, consisting of shadow quartet, blush and foundation.

     

    - Revlon launch and vibrant pink nail polish.

      

    - Ultima II launch makeup kit.

      

    - YSL launch makeup kit, composed of shadow duo, eye liner, lipstick and blush. And Ovation collection, consisting of: shadow duo, blush, eye liner, compact powder, lipstick and nail polish.

        

 86 - Dior launch Second colored makeup kit consists of: quartet of shadows, duo blush, eye pencil and eyeliner.

    

    - Guirlan launch nail polish and makeup kit consists of duo shadows, blush and lipstick.

     

    - Ultima II launch colored shadows.

     

    - YSL launch makeup kit and line  kaleidoscope.

     

    - Lancôme lauch red makeup kit, composed of blush, eye shadow and lipstick. Launch kit composed of duo shadows and blush duo and also kit consists of: shadows. quartet and lipstick.

     

     

   - Loreal launch kit of shadows, lipstick and nail polish.

     

   - Cutex launch trio of shadows, lipstick pencils and nail polish.

     

   - Revlon launch trio kit of shadows.

     

87 -  Cover Girl launch Illuminator, blush and contour.

     

     - Lancôme launch quartet of shadows, lipstick and eyelashes mask.

      

    

      - Dior launch quintet kit of shadows and lipstick.

       

       - Revlon lauch lipstick and choral nail polish.

        

88 – Dior launch lipstick and new quintet of colored shadows.

       

   - Lancôme launch shadow quartet.

    

   - Chanel launch Tend Creme et Blanc crème 

    

89 – Dior launch illuminator, quintet of colorful eyeshadows and lipstick.

     

    MAGAZINES

    
    
    
    
    

    CHARACTERISTICS OF MAKEUP

    Like everything in the 80s, the makeup was also very striking and very colorful. Everything was allowed. Very monochromatic makeup (with the vibrant colors red or pink fuchsia) and colorful makeup it is used.    

    Unlike the 70s, where the blue was the color of the decade, makeup in the 80s, did not have a single color, all colors were used.

    In the early 80s, still maintained the characteristics of the makeup of the 70, mainly blue eye shadows. However, the shades were predominantly vibrant (and not the pastel shades of the 70s), resembled the makeup used in the record at the end of the decade of 70. For this reason, many people confuse the 70s with the 80. However, the makeup of the 80 had characteristics that made it odd

    LIPSTICK - was applied in the same way it is implemented today, the most used colors were neon pink, vibrant red and orange. The lipstick color always matched the blush color.

    FOUNDATION - was the same skin tone and the bases with a little light was preferred.

    POWDER - was the only item of makeup used in a very subtle way.

    BLUSH - was the main item of makeup. There were two main ways of applying it and, in all, it was rather sharp.It is the most significant feature of makeup in this decade.

        In monochrome makeup, the blush was applied at the bottom of the cheeks at the same time the opening of the nostrils and toward the lip ends (almost in the same position where today the outline is applied), and rises inclined and linearly for finding with the shadow, on the outside of the eye. As shown in dotted lines on the images below.

   

    In other makeup, the blush was applied at the bottom of the cheeks at the same time the opening of the nostrils and toward the lip ends (almost in the same position where today the outline is applied), going up inclined and linearly to meet with the shadow

    The most used colors were fuchsia pink and red.

    SHADOW - was applied to the entire mobile eyelid and sometimes on the fixed eyelid, pulling to the outside line of the eyebrow. He used is one, two or three colors. at the same time. All colors were used, mostly pink, red and blue.    

  

    MASK - was applied to lengthen and separate lashes well, making the effect "doll lashes." He used of all colors.

    EYELINER - was widely used to bypass the line of the upper and lower lashes. The color usually was the same shadow.

    EYE PENCIL - When not used the eyeliner was applied to the lower lash line.

    Para mim, foi muito agradável relembrar a década de 80, pois tenho muitas memórias deste período, no qual vivi o resto da minha infância e início da pré-adolescência. Se fosse possível voltar ao tempo, ou se eu tivesse um amigo tipo Doutor Brown, que levou Marty McFly - De Volta Para Futuro - iria pedir para ele criar a máquina que me levasse - De Voltaa Para o Passado, pois eu gostaria muito de reviver  esta década, dela só tenho boas lembranças. Uma das minhas  melhores lembranças vem do final da década, no período em que frequentava a inésquecível "Boate do Guaraná".

 
 

THE 90's        

      

    In the early 90s, the economy, politics, technology and culture advance and have specific characteristics that moment, but clearly no motion with a rupture last decade. The early years of this decade carry the dominant genes' 80s, the new manifest themselves more as the realization of the potential of these legacy than as inaugural events.

    Globalization continued and accelerated with the fall of the Berlin Wall (1988), and with the crisis and the collapse of the Soviet Union. Cultural events as the third wave of feminism, environmentalism, grunge, west hip hop, house music / rave, skatboard culture and geeks have emerged or are derivations of movements of the 80s or earlier.

    On the other hand, despite many commonalities, the second half of the 90s is commonly associated with the early twenty-first century, as a precursor period of trends that will be consolidated in the early years of the new century. Following this perspective, many point to the second half of the 90s as a starting point for those born in the generation Z.

 

EVENTS

1990

- Release of Nelson Mandela.

- Launch of the Hubble Space Telescope.

- Margaret Thatcher resigns the post of prime minister of England.

- Version 1.0 release of Adobe Photoshop image editor.

- Sir Tim Berners-Lee develops HTML, the identifier URL and the HTTP protocol.

- Madonna launches "justify my love."

1991

- Death of Freddie Mercury

- Launches Nirvana smells like teen spirit

- The internet is beginning to be commercially available

- Boris Yeltsin became the first elected president of Russia

- Launch of the first DSLR camera commercially available (Kodak DCS 100)

1992

- Signature of the Treaty of Maastricht to the creation of the European Union

- inauguration of the Euro Disney in France.

1993

- Inauguration of US President Bill Clinton

- Czechoslovakia splits into Czech Republic and Slovakia.

- Intel introduced the Pentium microprocessor.

- Terrorist Attack on the World Trade Center.

1994

- Nelson Mandela became president of South Africa.

- Opening of the Eurotunnel.

- Death F1 Ayrton Senna pilot.

  

1996

- Princess Diana and Prince Charles divorced.

- Arises the Web TV.

1997 

- Diana's death.

- Announcement of the first cloned sheep - Dolly

1998

- Emergence of google

1999

- Introduction of the official currency of the eurozone.

 

EVENTS AND TRENDS

- GRUNGES

    The 90's had various styles and one of the leading early in the decade was grunge.

    Grunge (sometimes called Seattle Sound and Seattle sound) is a subgenre of alternative rock that emerged in the late 1980s in the city of Seattle, inspired by hardcore punk, heavy metal and by the indie rock.

    The grunge term - which in its original sense means "dirt" or "filth" in English - describes both the visual style (shaggy hair, old and loose clothing) bands and fans, as the saturated and distorted sound of the guitars that give the tone of the songs.

    The only genre began to decline after the suicide of his idol, Kurt Cobain, leader of Nirvana in 1994.

- THE 3rd WAVE FEMINISM

    The late 80s and early 90s was not easy for traditional feminist groups. Not only the ideological crisis caused by the fall of the Berlin Wall, as well as the hurricane Madonna created a tsunami causing changes in the feminist movement, ushering in the 3rd wave.

    Within the feminist movement, there are voices that rediscutem femininity and argue that you can be a feminist while wearing makeup and other beauty items associated with sexist domination, in a positive perspective. This group was assigned the name of lipstick feminism.

    Besides lipstick feminism, there are other movements such as Riot Grrrl and Slut Feminism, which will use less makeup as the object of increasing discussion or embellishment and more like one of the instruments of expression of their ideological struggle. The look takes many different possible ways, and the "kinderwhore" Courtney Love, without doubt, the most iconic of all.

    In the second half of the 90s, with the success of boy bands, the teen consumer market draws investors' attention to further and we see the emergence of various "cultural products" for this audience. The industrialized feminism gives rise to new Girl Power ready for consumption by adolescents without contraindications. The Spice Girls, teens other singers and a whole new generation of super-heroines are massively consumed.

- THE AESTHETIC "HEROIN CHIC"

    Many have suffered criticism for being aesthetic, a fact that greatly enhanced the visibility. For many it was the expression of nihilist values ​​that dominated the fashion world, others highlighted the risks inherent in glamorizing process of drugs and, finally, accused this aesthetic to have traces of androgyny, misogyny, and even pedophilia and promote a standard feminimo of beauty even more intangible.

    The model Jaime King, a heroin addict, is considered one of the inspirations, but the queen and icon of this aesthetic is the British model Kate Moss, who in 1993 starred in the campaign of Calvin Klein, beginning the great diffusion of this aesthetic that was relevant but not popular in the middle of the decade.

    Pale, malnourished models with youthful look, androgynous, without power and in a context related to drug addiction to synthesize the images.

    The photograph was the main media used for the dissemination of this aesthetic, with large use of black and white photo.

    The makeup sought to neutralize any trace of natural health and vitality at the same time emphasized traits associated with addiction. This translated into a pale makeup, no color or brightness, sometimes highlighted with dark circles and smoky eyes or blurred.

    Another important detail of makeup, even when the skin was not prepared, were the techniques used to check or bounced on the face of models signs of emaciation and malnutrition. The sinking effect of the cheeks was the most sought and was done more intensely and with better results the photographs in black and white.

    What migrated from advertising and catwalk to the real world at the time was the trend of a makeup more neutral colors, matte foundations and lipsticks and the desire of women to have their cheeks transformed the secrets of makeup or the scalpels of Plastic Surgeons.

 

MEDIA

    As in previous decades, MTV and actresses of the TV series continue to influence fashion and behavior.

SERIAL OF TV

BEVERLY HILLS, 90210: 1990 to May 2000, starring Jennie Garth, Jason Priestley, Ian Ziering, Shannen Doherty, Tori Spelling, Brian Austin Green, Luther Perry,

- BAYWATCH :1991 to 2001 starring Pamela Anderson, Nicole Eggert and Yasmine Bleeth.

ACTRESSES

    Uma Thurman, Camaron Dias, Julia Roberts, Nicole Kidman, Kate Winslet, Sharon Stone, Sandra Bullock, Julianne Moore, Rachel Weisz, Famke Janssen, Pamela Anderson, Angelina Jolie, Calista Flockhart, Catherine Zeta-Jones, Jennie Garth, Shannen Doherty, Tori Spelling, Jennifer Aniston e Yasmine Bleeth.

Uma Thurman                                Camaron Dias  

  

Nicole Kidman                              Julia Roberts                        

Sharon Stone                                                Sandra Bullock  

Kate Winslet                             Julianne Moore  

        

 Yasmine Bleeth                                           Famke Janssen      

           

Pamela Anderson                                     Angelina Jolie

   

Catherine Zeta-Jones                            Calista Flockhart  

            

    Shannen Doherty                               Jennie Garth       

         

Tori Spelling                                   Jennifer Aniston                                

SUPERMODEL

    Throughout the 90s, supermodels are the protagonists of the fashion industry, much influencing the people who attended the fashion shows through the TV. The top models of the decade were: Linda Evangelista, Cindy Crawford, Naomi Campbell, Eva Herzigova (em 92 passou a ser o rosto das roupas Guess substiuindo claudia schiffier), Nadja Auermann, Christy-Turlingto, Daniela Pestova Turlington, Kate Moss (fez campanhas para Gucci, Dolce & Gabbana, Calvin Klein, Chanel e Rimmel), Carla Bruni, Tatiana Sorokko, Helena Christensen, Claudia Schiffer, Niki Taylor, Karen Mulder, Yasmeen Ghauri, Stephanie Seymour, Kirsty Hume, Shalom Harlow, Kristina Semenovskaia (modelo da Dior) e Tyra Banks. 

   

Eva Herzigova                                  Naomi Campbell             

    

Nadja Auermann                                   Christy-Turlingto                      

  

 Kate Moss                            Daniela Pestova                    

 Carla Bruni                                  Tatiana Sorokko   

      

Helena Christensen                                    Niki Taylor   

     

Karen Mulder                                           Yasmeen Ghauri      

   

 Kirsty Hume                           Stephanie  Seymour                   

             

 Kristina Semenovskaia                           Shalom Harlow          

      

      Tyra Banks 

 

CLOTHING

- GRUNGES

- JEANS WITH MESH SMOCKS

- OVERALLS SHORT

- MINI SKIRTS

- SKIRTS SOCIAL MIDI

 

HAIRSTYLES

 

- DIFFERENT STYLES FRIZZ - it was one of the most used hairstyles

  

 

- LAYERS

 

- SLIVERS COLORED - using makeup to hair (mascara hair)

 

LAUNCHES

ALMAY

- Launches kit of shadows

Launches nail polish

- Launches anti-allergic makeup line

BOOTS No 17

- Launches makeup kit with shadow and blush

- Launches lipsticks in pink and purple

- Launches mascara lashes

BOURJOIS

- Launches purple lipstick

CHANEL

- Launches 05 red lipsticks

 

  

- Launches lipstick mouth color

- Launches lipstick collection

- Launches lipstick wine

- Launches line for eyes

- Launches kit illuminators

- Launches 03 makeup kits and nail polish

CLARIN

- Launches lipstick red

- Launches red lipstick and foundation

- Launches makeup kit

CLINIQUE

- Launches lipstick mouth and brush

COTY

- Launches Lipstick 24 hours

COVER GIRL

- Launches makeup 3 in 1, foundation, powder and concealer for black skin and white skin

   

- Launches eye enhancers - shadows that enhance the colors

  

- Launches clean makeup - liquid foundation in various skin tones

  

- Launches face makeup kit, consisting of foundation, pressed powder and blush, and kit consists of compact powder and liquid foundation

  

  

- Launches Continuous Wear Foundation with slogan: No need retouching

- Launches mascara lashes

- Launches eyeliner

- Launches collection of 12 colorful lipsticks

- Launches nail polish, lipstick and shadow in shades of lilac

- Launches lipstick red

- Launches collection of lipsticks

- Launches collection of nail polishes

- Launches makeup kit consists of nail polish, eye shadow, lipstick, lip gloss and lip contour pencil

CUTEX

- Launches kit with nail polish, lip gloss, lipstick and lip contour pencil

- Launches nail polish and red lipstick

CHRISTIAN DIOR

- Launches makeup kit in skin tones with the slogan - Contos and legends

- Launches autumn makeup kit

- Launches 02 makeup kits in shades of wine and lilac

   

Launches Mascara hair flash 17 tons

- Launches dark red lipstick, bright and long-lasting

- Launches lipstick red

- Launches brown makeup kit

- Launches collection consists of red lipstick case with contour, blush and illuminator and quintet shadows

- Launches perfect mate foundation

- Launches wine and lipstick shade quintet in wine tones

- Launches kit makeup in shades of pink

- Launches teint glacée - foundation with fresh icy

- Launches makeup kit composed of green enamel, shade quintet in shades of green, brown and wine, and red lipstick

- Launches light foundation with slogan: Skin with flawless complexion

- Launches dark red gloss with the slogan: Plastic Brightness

- Launches makeup kit composed of enamel, lipstick, quintet shadows and base, with the slogan: tone on tone

- Launches makeup kit consists of lipstick, gloss, shadow quintet and enamel in pink, lilac, purple and yellow.

ELIZABETH ARDEN

- Launches lipstick pencil-shaped

- Launches Foundation

- Launches lipstick collection

  

- Launches lipstick and nail polish

- Launches lipstick and nail polish

- Launches makeup kit in brown tones composed by duo shadows, compact and lipstick

- Launches lipstick red

ESTEE LAUDER

- Launches lipstick in red and brown colors

- Launches lipstick collection

- Launches lipstick mouth color

- Launches lipstick and nail polish

GIVENCHY

- Launches Line Givenchy chic

- Launches Autumn-Winter 94-95 collection

- Launches boreal autumn-winter collection

- Launches autumn-winter collection plum 96-97

- Launches 02 collections in pink tones

  

GUERLAIN

- Launches makeup kit consists of compact powder, blush and lipstick

- Launches lipstick red

HELENA RUBINSTEIN

- Launches mascara lashes

KANEBO

- Launches makeup kit with lipstick, blush, powder and foundation

LANCASTER

- Launches foundation

LANCÔME

- Launches lipstick red

  

- - Launches matte foundation

- Launches lipstick in 03 colors: pink, purple and red

LOREAL

Launches mascara to hair

- Launches lipstick and nail polish with the slogan: Colors Never Die

MAC

Launches 1st lipstick Viva Glam collection to raise funds to fight AIDS

  

MARKS AND SPENCER

- Launches makeup collection consists of lipstick, eye shadow kit, foundation and compact.

MAX FACTOR

- Launches makeup collection consists of lipstick, foundation, mascara lashes and enamel

- Launches lipstick wine

- Launches lipstick red

- Launches collection of lipstick and nail polish

MAYBELLINE

- Launches lipstick red

  

- Launches lipstick mouth color

- Launches lipsticks in shades of pink with the slogan: Revitalization color

- Launches hydrating lipstick

- Launches eyeliner in green, black and brown

- Launches retractable eye pencil waterproof in 12 colors

- Launches collection retractable eyeliner and not retractable pencil with slongan - Especilalista in eyes

- Launches True illusion makeup - foundation with natural look

- Launches duo shadows

- Launches lashes mascara waterproof with the slogan - wonderful Curve

- Launches blush in 08 colors

- Launches makeup 3 in 1 consists of base, powder and concealer

- Launches blush and eye shadow trio

- Launches unitary shadow

- Launches two kits consist of foundation and pressed powder

  

- Launches 2 makeup kits comprised of blush, lipstick and nail polish

  

- Launches gloss

- Launches foundation cream

NEUTROGENA

- Launches complete line of makeup with the slogan: Beautiful and beneficial

REVLON

- Launches quartet of colored shadows

- Launches unitary colored shadows and shadow duo

- Launches blush in shades of pink and coral

- Launches foundation and lashes mascara

- Launches lipsticks in shades of wine

- Launches collection of lipstick in shades of red with slogan - which is Color

- Launches lipstick wine with the slogan - Exotic

- Launches color lipstick mouth and nail polish

- Launches lipstick and nail polish in red

- Launches nail enamel and red lipstick with the slogan: Desert Spice

- Launches lipstick with slogan: Velvet Touch

- Launches waterproof lipstick in shades of brown

- Launches lipstick, blush and nail polish in shades of wine

- Launches lipstick and nail polish in shades of mauve rosy

- Launches lashes mascara with the slogan: lashes impactful

- Launches Inner lash - Mask of eyelashes that penetrates to the innermost lashes

- Launches collection of makeup skin tones composed of lipstick, lip contour pencils, blush. shadow and nail polish

- Launches Autumn Collection -95, consisting of lipstick, eye shadow, eye liner and mouth, nail polish and perfume slogan - Fatal woman

OIL OF ULAY

- Launches collection of lipsticks

RIMMEL

- Launches collection comprised of lipstick, eye shadow, blush and nail polish

ROC

- Launches makeup line

SENSIQ

- Launches shadow, eye liner and mascara lashes

SHISEIDO

- Launches Kit shadows in shades of purple and pink

- Launches trio of shadows, powder compact and lipstick

- Launches shadow, lipstick and nail polish in shades of wine

- Launches shadow and lipstick duo in shades of wine and brown

- Launches lipstick and red nail polish with unit shade and shadow trio

- Launches duo of blue shadow and pink lipstick

- Launches white shadow and pink lipstick

ULTIMA II

- Launches collection of lipsticks

VERSACE

- Launches lipstick red

YARDELEY

- Launches complete makeup kit

- Launches lipstick collection

- Launches collection City chic comprised of lipstick, lip contour pencils and nail polis

- Launches lipstick and nail polish

YVES SAINT LAURENT

- Launches collection Fruit Vert

- Launches collection Love

- Launches collection Rituel

- Launches collection Indigo

- Launches collection Cascade

- Launches collection Cinema

- Launches collection Idole

- Launches collection Reves

- Launches collection Leté

- Launches  Teint de Soie – Foundation with silky skin

- Launches red lipstick

- Launches collection of lipstick Pure Red Transparent

MAGAZINES

  

  

  

  

  

  

CHARACTERISTICS OF MAKEUP

In the early years of the decade, makeup remained similar characteristics to the 80s, with very colorful, as can be seen in the photo below.

In subsequent years, the makeup has assumed, predominabtemente, neutral colors such as chococlate brown, earthy brown and plum. However, this makeup in neutral colors often is contrasted with some elements in vibrant colors like red. Another widely used color in this decade was the wine, which for some is considered a neutral color and other vibrant color. There was also the makeup in tones very close to the person's skin tone.

One of the great misconceptions when it describes the makeup of the 90s is only consider the makeup of heroin chic, which was a makeup style, almost entirely restricted to the fashion world, and not consider the various styles used by people on the street.

The makeup of the 90s was not nude, as many to classify. Nude, naked meaning. In truth, this term is inappropriate for makeup. But considering that term, a nude makeup is makeup totally colorless, with only skin preparation. And the 90s had much color, just that many times these colors were neutral. There was makeup with neutral colors not very intense and very intense makeup with neutral colors.

Very intense makeup with neutral colors in shades of plum

 

Intense makeup with neutral colors in earth tones

 

Moderate makeup with neutral colors in shades of chocolate

 

 

Makeup with colors in skin tone

  

 

Neutral makeup with red lipstick

 
 

Makeup in tones wine

   

 

Another adjective and expression totally inadequate to describe the makeup of 90 are, respectively: minimalist, less is more.

Minimalist - is synonymous with simplicity, and the makeup of 90, for the most part, was not simple. On the contrary, there have been several well-designed look and well executed.

And less is more - less would be more if its most were so poorly executed, where his best result and least present, consequently, more elegant. Erroneously, people associate elegance with less makeup. Intense makeup, elaborate flawless, respecting the technical and especially the harmmonização color is elegant. As we can see in the makeup ads Dior, which is considered a mark symbol of elegance and sophistication.

However, against the neutral trend, famous brands and forming opinions as Dior, Chanel and Givenchy launches makeup with colors pink and lilac, with heavy or light intensity, as can be seen in the pictures below ads of brands and celebrities of the time .

  

At the end of the 90s, the makeup features start to change again, returning to wear colors such as blue, lilac.

     

LIPSTICK - was applied around the contour of the lips.

LIP CONTOUR PENCIL - was widely used.

FOUNDATION - it was dull and even skin tone. The intention was to give the impression that he was not using base.

CONCEALER - It was applied below the foundation to correct imperfections.

CONTOUR - It was widely used at the time. It was applied mainly in the area below the cheekbone. The most commonly used contours were powder in shades of brown or pink.

BLUSH - was not used when it applied contour. How to apply was varied. It used both the slant of the 80s, though in less intensity. It was also applied across the face of the club of the region.

LUMINIZER - was also widely used, especially in the area above the cheekbone.

SHADOW - the mode of application was the same as the 80's, across the eyelid to the outer corner of the eyebrows. It used one or two shadow tones.

EYE PENCIL - was the same color of the shadow and applied on the lower lashes.

EYEBROWS - were made of arched shape.

 

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                                               THE 70s, 80s and 90s                          

 

THE 70´s

 

 

The 70s was marked by great economic, political and social movements.

The women's struggle for equal rights and political and economic freedom and began the second wave of the feminist movement.

And the women won major victories. Several European countries have passed equal pay laws for men and women. In 1972, some all-male courses at Oxford University opened its doors to women in 1979 and Margaret Thatcher is elected first woman minister of the United Kingdom.

Throughout the decade, Brazil is ruled by a military dictatorship. The dictatorship reached the peak of its popularity in the mid-1970s, with the "economic miracle" in the same time the regime censored all the country's media, tortured and exilava dissidents.

In music, at 70, comes to an end The Beatles and Elvis Presley dies 73, both had greatly influenced the fashion and behavior in the previous decade.

Early in the decade, the hippie movement is still very strong.

Punk

In the mid-70s, the Punk arises, which is a movement of youth subculture originating in the United States, Australia and the UK. The movement will have influence on rock music, in fashion, the arts and film.

Television was a national obsession in many Western countries.

With ads, music shows and numerous series and programs, television had much influence on behavior and fashion.

The cinema and fashion magazines still also having a lot of influence.

Some of TV series

- I Dream of Jeannie - 65-70 starring Barbara Eden and Larry Hagman

- BEWITCHED - 69 72 starring Elizabeth Montgomery and Dick York.

- WONDER WOMAN - 75 A 79 starring Lynda Carter.

- BIONIC WOMAN -76-78 starring Lindsay Wagner. 

- CHARLIE'S ANGELS - 76 to 81 starring Farrah Fawcett, Jaclyn Smith and David Doyle.

- HART TO HART - 79 to 84 starring Robert Wagner and Stefanie Powers

Another feature of this period was very tanned skin. Women liked to go to the beach and sunbathe. There were several ad tanning.

Thus we see a change in the conception of society, which in previous decades, the white skin was synonymous with the aristocracy and the burned skin from the sun, was synonymous with work in the field. Here tanned skin has become synonymous with free time for leisure and the beach became a favorite outing on vacation. The Girl from Ipanema music composed in the 60s by Vinicius de Moraes and Antonio Carlos Jobim became known worldwide when recorded by Frank Sinatra in the late 60's and is the girl from the beach.

"Tall and tan and young and lovely 
The girl from Ipanema goes walking 
And when she passes, each one 
she passes goes - ah 
When she walks, she's like a samba 
That swings so cool and sways so gentle 
That when she passes, each one 
she passes goes - ah (...)." 

    

                         Girl from Ipanema

Some of the actresses who greatly influenced the behavior and women style were: Farrah Fawcett (Panthers), Diane Keaton, Faye Dunaway, Lindsay Wagner (bionic woman), Stefanie Powers (Hart to Hart), Lynda Carter (Wonder Woman), Joanna Lumley Elizabeth Montgomery, Barbara Eden (I Dream of Jeannie), Joan Collins and Jene Fonda

     

                     Farrah Fawcett                                     Diane Keaton

            Faye Dunaway                                             Lindsay Wagner

   

           Stefanie Powers                                           Lynda Carter

 

 

           Joanna Lumley                               Elizabeth Montgomery

 

              Barbara Eden                                                Jane Fonda

                   Joan Collins

 

 
 
 
 

In the early 70s there was a revival in the second half of the 20s and some films as The Boy Friend (1971) and The Great Gatsby (1974) brought this time around and had a share of influence in women's makeup mainly on the eyebrows that turned to be more defined.

Shortly after the second half of the 70s, there is the discotheque and disco music, whose big stars Donna Summer, The Bee Gees, KC and the Sunshine Band, ABBA and Chic. And they influence very fashionable and makeup of the time.

A film that was a big hit was - Saturday Night Fever.

 

 

 

 Saturday Night Fever                          Donna Summer 

Other musical rhythm that had great influence on fashion in the 70's was the Bob Marley reggae with Rastafarian style.

 

Early in the decade, the market for clothes prêt à porter grows and in the year 73, the great haute couture designers have also started to produce ready-made clothes and twice a year presenting his collections in Paris.

 

In the mid-70s, the parades began to take place in Milan, Tokyo, London and New York. However, strict couture system, created by Charles Frederick Worth, in the nineteenth century was not extinct, continued to have great influence in the fashion world, particularly among consumers of high-end luxury.

Fashion in the 70s was very eclectic, very colorful, as much for women as for men.

The Jeans was one of the symbols of this decade. it came in long skirts or midi, pants bell mouth or straight pants.

 

 

 

 
 
 

The bell-mouth pants, fabric, were widely used throughout the decade of 70. They were very colorful and, in most cases, used to the same color pants and blouse, forming a set. It is used with blazer, button blouses, tops and T-shirts.

 

 
 

The mini skirts that had been invented in the previous decade came with all his might, in various designs, sizes, patterns and colors. They were used with various types of shoes, but the most common among joveens was the doll shoe style with knee socks wore it with shirts with button, pure, with scarf or ties. Also he wore, shirts and mini blazer.

 

In Russia I used a lot the stocking with shorts and berets.

The dresses came mini, midi and long. Minis and midis them, were normally évasée. The fabrics were smooth pure, smooth comdetalhes, floral, striped or checkered. The long, most were loose dresses with floral prints.

 

 
 

Another most widely used style in this decade was the dress "bata" (unfamiliar translation into English) with high boots. And the boots have come in various colors and models

 

A very common style in Russia were the sets, skirt-midi and blazer. And it is always used in combination with the shoes and the bag. The Russian also used very berets.

 

 

The disk had fashion various styles, but the most commonly used were overalls or bell-bottom pants in very shiny fabrics or skirts and short dresses, shiny fabrics, with boots.

 

The men's fashion as well with the female was very colorful and tissues were various patterns, such as chess and flowers. The high waist pants and bell-bottoms was predominantly the most used.

The jeans came into fashion pants, jacket and overalls. The most widely used pants style was the bell mouth. The younger wore pants with side embroidery and combined with shirts that also had embroidery.

 

 

The sport-thin style was the bell-bottom pants with high waist. The pants were of various colors, with smooth or checkered fabric. The blouses were button with plain fabrics, floral prints or squared.

 

 
 

The disco was the bell-bottom pants with suit, vest and shirt collar and long sleeves and shiny fabric with colorful blouses and overalls of long sleeves. They also had the bell-bottom pants with shirts, wide open or set of pants and blazer.

 

 

Another style that was very successful in this decade was the unisex. That was propagated in the fashion magazine pages, with clothing ads "for him and her."

 

Foram vários os tipos de cortes e penteados

SHAG

            Jane Fonda      

It was created by hairstylist Paul McGregor for the character of Jane Fonda, Bree Daniels. It is a unisex cut with layers and sides forming a full fringe.

WEDGE

                  Dorothy Hamill

It was created by Vidal Sassoon. Cutting short, with side, steep and angled layers, giving a very bulky appearance.

 

 

STACKED PERMS

       Donna Summer 

Permanent curls, piled giving a wig format. Widely used by Donna Summer.

 

 

MOHAWK PUNK

Of various styles and various colors.

CORNROWS

     Cicely Tyson

African braids, rooted in the scalp, very used by actress Cicely Tyson

CABELOS ENROLADOS

 

 

      Barbara Streisand     

 

 

Widely used in the disco.

 

 

THE "FARRAH"

It was created by hairstylist Allen Edwards at 76 for the character of Farrah Fawcett in the series - Charlie's Angels. It was a long gash in overturned layers inside, the platinum blonde color. This cut was the most copied this and the next decade and led many women to lotarem beauty salons.

 

Hairstyles and men's cuts also very varied.

LONG HAIR

 

 

SHAG

Same as female

 

 

JHERI CURL

It was created by American hairstylist Jheri Redding. The creation of this hairstyle involves two steps: First, the hair is softened and stretched and then with chemicals is made a permanent wrapped.

 

 

THE MULLET

It was a very popular cut and consists of two distinct parts: short layers on the top and sides and long hair at the back.

SURFER HAIR

Cut with side layers and grand fringe

 

 

MOHAWK PUNK

Of various styles and various colors.

 

 

MAKEUP

The feminist movement was growing, women no longer wanted to be housewives, there was a blast of women working outside, leading a strong impact on advertising and in the cosmetics industry.

The cosmetic brands began to abandon the outdated representations of women housewife who had to be beautiful for her husband, and arises independent woman, working out, but still remains beautiful.

There were lots of makeup options: and those that stood out were: Revlon, Rimmel, Biba, Max Factor, Yardley, Coty, Helena Rubinstein, Elizabeth Arden, Ricilsóie, Maybelline, Dior, Avon, Charles of the Ritz, Harriet Hubbard Ayer, Cover Girl and Chanel. All names are well known in the cosmetic market, although the success varying from country to country.

For example, Rimmel, Yardley and Biba were popular in their own home in Britain but less so abroad. The Biba, despite being restricted to that decade, it was a very popular brand, to the point that at 74 she occupies seven floors of a department store in London under the name of Big Biba.

Cover Girl and Maybelline were very popular in the United States.

The Max Factor who had the lead in the decades starting in the late 70s, to suffer a decline in their profit margin, having as one of the main causes of the fact that there is no other family representative as president of the company.

During this decade emerged specific makeup for black women.

The Fashion Fair Cosmetics debuted in 1973 with a line exclusively for black-skinned and had ads with famous black women as Natalie Cole, Aretha Franklin and Diahann Carroll.

Established brands expanded their hand fans to include makeup for darker skin tones and Avon took the lead.

In 1974, Vogue was the first popular magazine with a black model on the cover - Beverly Johnson

 

 

MAGAZINES DA DECADE

 

 

LAUNVHES

1970 - Max Factor launches Pure Magic lipgloss - shiny gloss in various colors and Ultralucent Face Makeup Collection - shadow line of colored eyes.

- Maybelline launches shadow cream in 5 colors - blue, green, white, lilac and yellow and Duo shadows.

- Revlon launches line Platinum & Pearls - lipstick and nail polish, platinum and pearl.

- Coty launches Liquid Makeup - liquid foundation.

1971 - Yardeley launches sigh shandow - shade in fine powder. liquid.

- Rimmel launches makeup and nail polish line.

- Max Factor launches two lines Pure Magic: the first comprised of lip gloss and shadow shiny and the second by lipstick and blue eyeshadow.

- Maybelline launches lipgloss roll-on, shadows on ultra velvety powder and eye makeup kit, consisting of trio of shadows, eyeliner eyebrows and eyelashes mask.

- Revlon launches Extra long big lash mask - mask for extra large eyelashes

- Helena Rubinstein launches Designing Eyes kit - composed of shadow in blue color, shade of eyelashes and eyebrows mask folder.

- Lancôme launches, Makeup Eye with the slogan: Sprekend ogen door - Speaking with the eyes.

1972 - Yardeley launches in pot gloss and eye make-up kit, consisting of shadow mask and eyeliner.

- Maybelline launches line of eye shadows colorful flowers and kit with gloss and shadow duo.

 

- Max Factor launches 2 ultralucent lines waterproof makeup - face line and line eyes.

 

- Elizabeth Arden lança kit de maquiagem para os olhos com slogan: Self portrait eyes – auto-retrato dos olhos

- Ricilsóie - launches kit makeup eyes with the slogan: Seduction on your eyelids.

Charles of the Ritz Launches Face Makeup kit.

- Harriet Hubbard Ayer launches eye makeup in three shades of blue.

- Helena Rubinstein launches Brush on lipcreme.

- Biba launches its collection of eye makeup in shades of blue and lilac.

1973 - Maybelline launches Eye shadow Colors That cling and fresh face blush.

- Cover Girl launches Shiny Shadows and face makeup kit.

- Dior launches line Eye Color Dior.

- Max Factor makeup line launches California and Eye Makeup Summer.

- Elizabeth Arden launches invisible illuminator.

- Revlon launches makeup Touch & Glow face - heen with foundation.

- Yardeley launches Makeup China brights eyes.

1974 - Avon launches line eyes sweet honesty.

- Maybelline launches lipgloss kissing slicks, powder-twist shadows in 12 colors and automatic cream-on shadow.

Revlon Launches New shiny eyecrayon pencils.

- Max Factor launches ultralucent face glazer.

- Ricilsóie launches complete line of makeup.

- Fashion Fair launches 2nd collection of makeup for black women.

- Coty launches makeup kit.

 

- Cover Girl lança Kit Makeup Eyes e coleção Color Lipstick.

 - Helena Rubinstein launches shadow with touch of sparkle.

1975 - Max Factor launches ultralucent line waterproof makeup for black skin.

- Elizabeth Arden – launches sparkling shine eye shadow.

- Revlon launches kit makeup eyes slogan: Big eyes, composed by duo shadow and mask of eyelashes.

- Maybelline launches face fresh line and New great shadow.

1976 – Elizabeth Arden launches Lipstick.

– Custom Blends cosmetics launches slick glow for black skin.

- Fashion Fair launches 3rd collection of makeup for black women.

- Avon launches lipstick sparklers – with two colors for the day and two colors for the night.

- Max Factor launches Ultralucent Face Makeup Collection.

1977 - Custom Blends cosmetics launches line Disco Dazzlers, composed of lipstick and nail polish.

- Helena Rubinstein launches light coverage foundation and blush cream.

- Ricilsóie launches l'ombre settle - liquid shadow.

- Rimmel launches line makeup to the face.

 

1978 - Revlon launches line of lighted lipsticks.

 

- Revlon launches eye makeup with the slogan: Moon Drop and moon drops super cream lipstick with drops of moon.

- Cover Girl launches liquid blush.

1979 - Ultra Sheen Cosmetics launches makeup Fabulous Face.

 

 

- Avon launches Fun Collection consists of lip gloss, eyeshadow and lipstick.

LIP GLOSS

 

LIPSTICK

 

 

SHADOW

- Chanel launches makeup kit with slohan - Chanel beauty dramatically.

 

 

- Max Factor laUNCHES Crème Lipstick

 

CHARACTERISTICS OF MAKEUP

The makeup in the 70's had several characteristics. It had makeup for tanned skin, the makeup for the hippie movement, the makeup for the punk movement, the makeup of everyday life and makeup for disco.

 

BRONZED SKIN

 

PUNK 

HIPPIE

 

DAILY MAKEUP

 

MAKEUP FOR BLACK SKIN

MAKEUP DISCO

                         

LIPSTICK - How to apply lipstick is the same as is done today, skirting around the lip

-BRONZED WOMAN - most gave preference to gloss instead of lipstick, the most used colors were in shades of pink or orange. The night they wore lipstick and lip gloss applied over glow

- PUNK - they wore lipstick and favorite color was red or purple.

- HIPPIE - preferred the gloss and the most used colors were colorless, pink and orange.

- DAY TO DAY - both white women and black women wore lipstick or gloss, and favorite color was pink or mouth color.

- DISC - The lipstick was very strong and the preferred color, regardless of skin color was red.

 

 

FONDATION - The foundation was the same skin tone, or two shades darker when the skin was tanned. The fundação was used to cover the skin and give the appearance closer to natural as possible.

CONCEALER - was used before the base to correct the imperfections.

BLUSH - During the day the blush was applied in a circular fashion in the apples of the cheeks and pulled with a slight slope toward the temples. At night it was applied to the apples and pulled with greater inclination and linearly, almost forming a rectangle, toward the temples.

- BRONZED WOMAN - the preferred color was bronze shades.

- PUNK - They wore with great intensity and preferred colors were shades of pink and purple.

- HIPPIE - the lighter skin gave preference to light pink and the yellow skinned preferred the bronze shade of blush.

  DAY TO DAY - preferred color by both white and black, was pink, and the intensity varied from light to medium.

DISCO - were well marked and preferred colors were strong roses.

 

 

SHADOW - was the essential item of makeup and were very colorful. Painted eyelids were the big star of makeup in this decade. Used one, two or three colors. The most commonly used combinations was pink with blue, pink with lilac and green with blue. Blue was the color of the decade

The colors during the day were in pastel shades, and the night the colors were more intense. The color of the decade was blue, but there used to be green, pink, purple, white, orange and yellow. The shadows for the evening were scintillating or glitter, which was widely used in the discs. At the bottom of the eyes, they preferred to apply the same shadow applied on the eyelids, instead of eyeliner. The shadows were powdered, liquid, cream pot, creamy rod-shaped or pen.

ILLUMINATORS - were used to realças cheeks or cheekbone during the evening.

EYE PENCIL - When used were the same color shadow applied in pápebra. Punks liked apply strong black pencil around the eye contour.

EYEBROWS - were well designed with tweezers and marked with eyebrow pencil. Relebrando the second half of the 20s

LASHES - the big star was the eyelids, but the masks were also used, but sparingly. Also used up false eyelashes.

 

 

 THE 80`s

 

    The 80s was marked by several important events.

    1980

    - November 4 - Ronald Reagan was elected US president.

    - December 8 - John Lennon is murdered.

    1981

    - July 29 - Wedding of Prince Charles and Diana.

          

    - August 1, emergence of the MTV.

    - AIDS Discovery.

    1982

    - Michael Jackson thriller Launch.

          

    - First liposuction surgery, performed by Dr. Yves Gerard Illouz.

    1983

    - Dr. Luc Montagnier discovered the virus that causes AIDS - HIV.

    - First mobile phone commercially available in the USA.

            

    1984

    - The Menudo, musical group from Puerto Rico, which emerged in the 70s, achieved great success in Brazil, Mexico, Argentina and some European countries, especially Spain. This group marked the beginning of Ricky Martin's career.

    

    1985

     - 11 to 20 of January - 1st edition of Rock festival in Rio Brazil, with attractions such as Queen and Scorpions.

      

    - January 28 recording of "WE ARE THE WORLD" by hunger in Africa.

    

    - End of the Dictatorship in Brazil .       

    1986

    - Comet Halley.

     

    - April 29 explosion of the Chernobyl nuclear power plant.    

     1989

    - End of Cold War.

    - November 9, the Berlin Wall fall.

 

  THE MEDIA IN 80 DECADE

    In the 70s, television was one of the main means of entertainment, leaving the cinema a little aside. This was mainly due to the large number of American TV series which were a novelty at the time and the fact that the TV program already be in color.

    In the 80s, the American TV series are still doing very well with the rise of MTV clips, but the the cinema responds with several movies and many with box-office record.

    MAIN TV SERIES

    - THE FALL GUY: from 81 to 86, starring Heather Thomas, Lee Majors and Douglas Barr.

    

    - DYNASTY: 81 to 89, starring several actors, including John Forsythe, Linda Evans, Joan Collins, John James, Pamela Bellwood, Pamela Sue Martin, Catherine Oxenberg and Heather Locklear.

          

    - FAMILY TIES: De 82 a 89, estrelada por Michael Gross, Meredith Baxter, Michael J. Fox, Justine Bateman, Tina Yothers e Brian Bonsall.

      

    - MOONLIGHTING: 85 to 89, starring Bruce Willis and Cybill Shepherd.

                    

    MAIN MOVIES    

    1980 

    – THE BKUE LAGOON 

    

    1981

    – E.T. THE EXTRA-TERRESTRIAL 

    

    - RAMBO

    

    1983

    - FLASHDANCE

    

    - STAYING ALIVE

    

    1984 

    - THE TERMINATOR (

    

    - SPLASH  

    

    - FOOTLOOSE 

    

    - KARATÉ KID

    

    - GHOSTBUSTERS 

    

    - POLICE ACADEMY 

    

    1985

    - BACK TO THE FUTURE 

    

    1986

    - TOP GUN

    

    - FERRIS BUELLER`S DAY OFF 

    

    1987 

    - CAN´T BUY ME LOVE 

    

    - THREE MEN AND A BABY 

    

    - ROBOCOP

    

    - LA BAMBA

    

    - DIRTY DANCING 

    

    1989

    - LOOKS WHO`S TALKING 

    

   The leading actresses of the era that influenced very fashionable and behavior were: Brooke Shields, Catherine Oxenberg (Dynasty), Jane Fonda, Cybill Shepherd (The Cat and the Mouse), Demi Moore, Deryl Hannah (A Mermaid's Wife), Heather Locklear (Dynasty), Heather Thomas (The Fall Guy), Morgan Fairchil, Olivia Newton John, Meryl Streep, Michelle Pfeiffe, Justine Bateman (Family Ties), Jennifer Beals (Flashdance), Kim Cattrall (Police Academy) and Kim Basinger.

     

             Brooke Shields                            Catherine Oxenberg

     

                    Demi Moore                          Deryl Hannah

     

                Heather Locklear                       Heather Thomas

     

                Morgan Fairchil                             Michelle Pfeiffer  

     

               Justine Bateman             Jennifer Beals

     

              Cybill Shepherd                      Kim Cattrall  

     

           Meryl Streep                        Kim Basinger        

   The actresses Jane Fonda and Olivia Newton John were responsible for aerobic fitness movement, which was a great fever in the 80s, dictating fashion and behavior. Jane Fonda recorded several videos that taught people to do aerobics at home.

     

   In the 80s, men were very vain. The main actors influencing the masculine style were: Tom Cruise, Michael J. Fox (Back to the Future), Mathew Broderick (Bueller's Day Off), Patrick Swayze, John Travolta, Kevin Costner, Emilio Estevez, Mel Gibson, Richard Gere.

    

           Tom Cruise                       Michael J. Fox      

     

            Mathew Broderick                Patrick Swayze   

     

                John Travolta                      Kevin Costner

     

                    Emilio Estevez                  Mel Gibson      

    

         Richard Gere     

    SUPERMODEL

    The term supermodel emerged in the 40s with Bettina Graziani model who worked with influential designers including Christian Dior and Hubert de Givenchy, her small waist helped define the 'New Look' Dior.

    

   Bettina Graziani on the cover of L'Officiel Paris (1950)

    In the 60s, the surpermodel was Twiggy, who graced many Vogue magazine covers.

    

    The 70s saw the emergence of some supermodels. But it was in the 80s, with globalization and fashion shows being broadcast on television that there were several supermodels, who in addition to acting on the catwalk, and they appear on magazine covers and cosmetics ads, they also begin to make advertisements products out of the fashion market, such as soda Pepsi and Ford trucks. Some also served as actresses. Thus, they become very popular and well known. It was the first time that supermodels have become celebrities and celebrities have become supermodels. As well as artists and singers of the time, they also greatly influenced the fashion and behavior.

    The main supermodels of the era were: Cindy Crawford, Ell MacPherson, Iman, Janice Dickinson, Kim Alex (at 83 became the model of the brand Ultima II Revlon), Linda Evangelista, Jill Goodacre (one of the main models Victoria Secret 80 and early 90), Renee Simonsen, Stephanie Seymour, Claudia Schiffer, Nancy Donahue, Nancy Deweir (one of the models of Max Factor), Kelly Emberg (several advertisements of the cover girl and maybelline) and Paulina Porizkova (with Brooke Shields, who in addition actress was a supermodel, it was taken as the main beauty icon of the decade).

     

                    Claudia Schiffer                           Paulina Porizkova

     

            Cindy Crawford                      Ell MacPherson 

     

                    Iman                                    Janice Dickinson

     

                    Nancy Donahue                                        Nancy Deweir

     

                 Jill Goodacre                                          Kim Alexis  

     

            Linda Evangelista                                    Renee Simonsen       

    

         Kelly Emberg  

FASHION

    GLOBALIZATION, DIVERSIFICATION AND FASHION POPULARIZATION

    Fashion in the 80s has undergone several changes due to globalization and the many trends in pop culture phenomenon. The fashion spread faster than ever and became more widespread.

    Changes in technology, expansion of the cable TV and the emergence of networks such as MTV, meant that fashion dictated by TV, movies, music and celebrities has become more accessible to fans and spectators.

    In the 80s, there were various fashion styles. While in previous decades one or two styles predominated separate and successively during each period. In the 80s, several separate and distinct styles of all stripes were shared and popularized at once.

  A EXPANSÃO DA RIQUEZA E OS YUPPIES 

   

    A major change in society during the 80s was the expansion of the middle class and creating a large group of young professionals on the rise known as "yuppies". Suddenly this group went on to win many income and was known for his focus on wealth and conspicuous consumption and conspicuous consumption. The fashion was a way for these young entrepreneurs to exhibit their wealth. Yuppies were known to be focused on the brand more than any other detail clothes.    

    They were also largely influenced by TV shows, MTV and movies, as well as the rest of the population.

    The influence of the media on the fashion of the time was immeasurable. Music videos exhibited fashion in a way that had not been seen before. With the growth of specialized tabloids in the daily lives of celebrities, the rich and the young stars were highlighted imposing his style. Popular stars like Michael J. Fox became spokesmen for designers such as Calvin Klein. Fashion started to become an integral part of the definition of celebrity.

    

    SHOPPINGS, MARCAS E DESIGNERS DE MODA 

    

    Yuppies were not the only people with disposable income during the eighties. The expanded middle class and the population in general was feeling richer. The malls begin to receive in addition to the rich class to middle class accession. And with that, it has become a place to shop, stroll and meet friends.    

    Families come out to more remote places to go to shopping malls, which usually were located in strategic points of major cities.

    Popular brands during the decade were: Ralph Lauren, Calvin Klein, Nike, Adidas, Banana Republic, The Gap, Izod, Lacoste, Members Only, and Gloria Vanderbilt Jeans.

    Paris is renewed like the fashion center imposing new designers, tailors and the old perpetuating itself with a fresh style, simultaneously, Milan and London remain fierce competitors. The United States was the main market fashion ready-to-wear.

    Already high luxury fashion will be influenced by the first lady Nancy Reagan, with their dresses from top designers like James Galanos, Bill Blass and Oscar de la Renta. Red was her favorite color.

 

    England who popularized many styles, with its musical artists and punk culture, sees the birth of a new celebrity who will have great influence in the romantic style of the decade, which is the Princess Daiana.    

      

    Os designers de alta-costura que fizeram sucesso na década de 1980 incluem: Ralph Lauren, Calvin Klein, Donna Karan, Azzedine Alaia, John Galliano, Giorgio Armani, Dolce e Gabbana, Vivienne Westwood e Jean Paul Gaultier. 

   MUSIC AND FASHION

    Thanks to the creation of MTV, some fashion trends were directly related to music. Bands of new wave and metal, hip hop groups and rappers and pop stars often have a variety of styles associated with his music, and fans tried to imitate.

    The great artists of the time were: Madonna, Cindy Lauper, Tina Turner, Whitney Houston, Michael Jackson, Prince, Freddie Mercury, Lionel Richie and Elton John. And the bands were Scorpions and A-ha and Menudo, especially for the teenage audience.

    

                    Madonna                                Cindy Lauper

     

           Tina Turner                                  Whitney Houston 

    

               Michael Jackson                              Prince      

     

           Freddie Mercury                Lionel Richie

  

            Elton Jonh      

      

          Scorpions                                                         A-ha  

    

                    Menudos   

    CLOTHING, ACCESSORIES AND FOOTWEAR

    The silhouette of the 80 was X-shaped, with broad shoulders, thin waist and extending the hip.

    This decade has been an explosion of vibrant colors.

    Everything that was used was to be seen, the clothes were very colorful with a great predominance of neon colors. Some had a futuristic style, his shoulders were broad and, by using large shoulder pads. The accessories were great.

    The female audience trends were:

    Use and abuse of shoulder pads and ruffles, puffy sleeves and bat sleeves;

    Jeans sets (with jackets and pants of the same washing);

    Leggings in many different colors;

    Ruffled skirts, Balone skirts, skirts with executive blazer and leather jackets;

    Pinched dress with puffy sleeves, low waist and ruffled crepe or satin; low-cut dresses, with just top and skirt with ruffled tulle dress and Balone;

    High baggys semi-waist pants.

    Accessories such as belts, bracelets and earrings relógos with colorful bracelets.

    Plastic shoes, leggings, sneakers and basqueteira All Star, boots and scarpin shoe made of the stylistic scene from beginning to end of the decade.

 

        

 

    FOOTWEAR AND ACCESSORIES

    The menswear consisted of jackets (jeans or leather); washed jeans with shirts of colored mesh or polo shirt;

    Blazer with shoulder pads and slacks with tweezers

    The masclinos shoes most used were: athletic shoes and Adidas All Star and moccasins.

    The main accessories are: aviator sunglasses model, colorful suspenders and purses.

   

 FOOTWEAR AND ACCESSORIES

 

     

   

   

    CUTS AND HAIRSTYLES

   In the 80s, the hair was too bulky and very full, and there were several types of cuts and hairstyles.

     - MULLET - Widely used in the 70s and early 80s.

    

    - SHORT PEAKED - is the height of the neck, all peaked, with much volume on top and quite close at the nape.   

     

    - SHORT SPIKE - is a version of peaked court, where the tips are facing up.

   

    - SHORT MULTI LAYERS - It is a very large cut in the top and multilayer.

     

    - SHORT CURLY - cut at the shoulder or neck, voluminous at the top and with multiple clusters.

     

    - LONG CURLY 

     

   - CRESPO LONG CURLY

     

   - CUT THE FARAH - was the most copied cut at the end of the 70s and during the 80s.

     

    - CUT WITH MULTI LAYERS LONG - short layers at the top and peaked layers throughout the hair.

     

    - FRIZZY - the hair was unkempt appearance. It was one of the most used hairstyles.

    

    - TAIL SIDE HORSE - It was a hairstyle widely used among teenagers.

     
    

    CUT HAIR MALE

    - THE MULLET

     

    - SHORT IN LAYERS

   

    - PEAKED

    

    - LAYERS WITH WET GEL - cutting layers used with gel wet style was widely used.

    

    - FLAT TOP - haircut black, vertical and forming a flat platform.

     

    - FRIZZY

    

 

MAKEUP

    LAUNCHES

80 – Lancõme launch makup kit.

    

    - Bourjois launch shadow blue bat, lipstick and nail polish.

    

81 – Avon launch 2nd fun collection.

    

    

    
     
    
    

    - Dior launch nail polish and makeup kit consists of: quartet of shadows, eyeliner, duo blush and lipstick.

    

    - Lancôme launch nail polish and makeup kit.

    

    - Chanel launch lipstick.

    

82 - Bourjois launch colored shadows.

       

    - Cover Girl launch nail polish and makeup kit composed of: foundation, powder, lipstick and eyelashes mask.

    

    - Dior launch nail polish and makeup kit vibrant colors, composed of lipstick, quartet of shadows and colored eyeliners.

    

    - Max Factor Maxi launch line consists of: lipstick, shadows and mask lashes.

    

     

    - Maybelline launch quartet of colored shadows.

    

     Kelly Emberg

83 – Coty launch extraordinary lipstick 24 hours

    

    - Maybelline launch lipstick waterproof.

    

             Lynda Caster  

    - Max Factor launch foundation and blush cream and collection Spice Of Life.

    

    - Cover Girl launch kit of brushes and accessories makeup and bright lipstick.

    

                         Kelly Emberg

    - Givenchy launch Duo shadows and lipstick.

    

    - Lancõme launch blush and lipstick with the slogan – à la fraich.

    

    - Loreal launch makeup kit composed of duo shadows and blush duo

     

    - Revlon launch lipstick and nail polish.

     

                    Brooke Shields

    - Ultima II launch makeup kit.

     

84 – Coty launch lipstick and shadows kit.

     

    - Max Factor launch foundation and lipstick with the slogan Whipped Cream - whipped cream.

    

    - Loreal launch duo blush, lipstick, nail polish and makeup kit colors.

    

    - Estée Lauder launch lipstick waterproof.

      

    - Lancôme launch nail polish and makeup kit consists of: lipstick, blush and shadow.

      

    - Cover Girl launch lipstick satin.

     

           Renee Simonsen   

    - Maybelline launch Dual Collor Eye Pencils and line shine free look, consisting of: base, blush and mask of colored lashes.

   

   - Shiseido launch makeup kit.

    

- Ultima II launch The Naked line, developed by Kelvyn Aucoin.

  

   

    - Guerlain launch fascinating and colorful lipsticks

    

  85 – Dior launch nail polish and makeup kit colored, composed of quartet shadows, eye pencils of various colors and lipstick pink neon.

    

   - Elizabeyh Arden launch nail polish and shadows kit and lipstick.

     

   - Loreal launch trio of shadows, lipstick and nail polish.

    

    - Estée Lauder launch perfect lipstick.

     

          Paulina Porizkova

    - Lancôme launch Liquid shadow of neon colors and kit consists of quintet shadows and lipstick.

     

    - Guerlain launch lipstick pink neon.

     

    - Maybeline launch colored makeup kit, consisting of shadow quartet, blush and foundation.

     

    - Revlon launch and vibrant pink nail polish.

      

    - Ultima II launch makeup kit.

      

    - YSL launch makeup kit, composed of shadow duo, eye liner, lipstick and blush. And Ovation collection, consisting of: shadow duo, blush, eye liner, compact powder, lipstick and nail polish.

        

 86 - Dior launch Second colored makeup kit consists of: quartet of shadows, duo blush, eye pencil and eyeliner.

    

    - Guirlan launch nail polish and makeup kit consists of duo shadows, blush and lipstick.

     

    - Ultima II launch colored shadows.

     

    - YSL launch makeup kit and line  kaleidoscope.

     

    - Lancôme lauch red makeup kit, composed of blush, eye shadow and lipstick. Launch kit composed of duo shadows and blush duo and also kit consists of: shadows. quartet and lipstick.

     

     

   - Loreal launch kit of shadows, lipstick and nail polish.

     

   - Cutex launch trio of shadows, lipstick pencils and nail polish.

     

   - Revlon launch trio kit of shadows.

     

87 -  Cover Girl launch Illuminator, blush and contour.

     

     - Lancôme launch quartet of shadows, lipstick and eyelashes mask.

      

    

      - Dior launch quintet kit of shadows and lipstick.

       

       - Revlon lauch lipstick and choral nail polish.

        

88 – Dior launch lipstick and new quintet of colored shadows.

       

   - Lancôme launch shadow quartet.

    

   - Chanel launch Tend Creme et Blanc crème 

    

89 – Dior launch illuminator, quintet of colorful eyeshadows and lipstick.

     

    MAGAZINES

    
    
    
    
    

    CHARACTERISTICS OF MAKEUP

    Like everything in the 80s, the makeup was also very striking and very colorful. Everything was allowed. Very monochromatic makeup (with the vibrant colors red or pink fuchsia) and colorful makeup it is used.    

    Unlike the 70s, where the blue was the color of the decade, makeup in the 80s, did not have a single color, all colors were used.

    In the early 80s, still maintained the characteristics of the makeup of the 70, mainly blue eye shadows. However, the shades were predominantly vibrant (and not the pastel shades of the 70s), resembled the makeup used in the record at the end of the decade of 70. For this reason, many people confuse the 70s with the 80. However, the makeup of the 80 had characteristics that made it odd

    LIPSTICK - was applied in the same way it is implemented today, the most used colors were neon pink, vibrant red and orange. The lipstick color always matched the blush color.

    FOUNDATION - was the same skin tone and the bases with a little light was preferred.

    POWDER - was the only item of makeup used in a very subtle way.

    BLUSH - was the main item of makeup. There were two main ways of applying it and, in all, it was rather sharp.It is the most significant feature of makeup in this decade.

    In monochrome makeup, the blush was applied at the bottom of the cheeks at the same time the opening of the nostrils and toward the lip ends (almost in the same position where today the outline is applied), and rises inclined and linearly for finding with the shadow, on the outside of the eye. As shown in dotted lines on the images below.

   

    In other makeup, the blush was applied at the bottom of the cheeks at the same time the opening of the nostrils and toward the lip ends (almost in the same position where today the outline is applied), going up inclined and linearly to meet with the shadow

    The most used colors were fuchsia pink and red.

    SHADOW - was applied to the entire mobile eyelid and sometimes on the fixed eyelid, pulling to the outside line of the eyebrow. He used is one, two or three colors. at the same time. All colors were used, mostly pink, red and blue.    

  

    MASK - was applied to lengthen and separate lashes well, making the effect "doll lashes." He used of all colors.

    EYELINER - was widely used to bypass the line of the upper and lower lashes. The color usually was the same shadow.

    EYE PENCIL - When not used the eyeliner was applied to the lower lash line.

 

    Para mim, foi muito agradável relembrar a década de 80, pois tenho muitas memórias deste período, no qual vivi o resto da minha infância e início da pré-adolescência. Se fosse possível voltar ao tempo, ou se eu tivesse um amigo tipo Doutor Brown, que levou Marty McFly - De Volta Para Futuro - iria pedir para ele criar a máquina que me levasse - De Voltaa Para o Passado, pois eu gostaria muito de reviver  esta década, dela só tenho boas lembranças. Uma das minhas  melhores lembranças vem do final da década, no período em que frequentava a inésquecível "Boate do Guaraná".

 

THE 90's        

      

In the early 90s, the economy, politics, technology and culture advance and have specific characteristics that moment, but clearly no motion with a rupture last decade. The early years of this decade carry the dominant genes' 80s, the new manifest themselves more as the realization of the potential of these legacy than as inaugural events.

Globalization continued and accelerated with the fall of the Berlin Wall (1988), and with the crisis and the collapse of the Soviet Union. Cultural events as the third wave of feminism, environmentalism, grunge, west hip hop, house music / rave, skatboard culture and geeks have emerged or are derivations of movements of the 80s or earlier.

On the other hand, despite many commonalities, the second half of the 90s is commonly associated with the early twenty-first century, as a precursor period of trends that will be consolidated in the early years of the new century. Following this perspective, many point to the second half of the 90s as a starting point for those born in the generation Z.

 

EVENTS

1990

- Release of Nelson Mandela.

- Launch of the Hubble Space Telescope.

- Margaret Thatcher resigns the post of prime minister of England.

- Version 1.0 release of Adobe Photoshop image editor.

- Sir Tim Berners-Lee develops HTML, the identifier URL and the HTTP protocol.

- Madonna launches "justify my love."

1991

- Death of Freddie Mercury

- Launches Nirvana smells like teen spirit

- The internet is beginning to be commercially available

- Boris Yeltsin became the first elected president of Russia

- Launch of the first DSLR camera commercially available (Kodak DCS 100)

1992

- Signature of the Treaty of Maastricht to the creation of the European Union

- inauguration of the Euro Disney in France.

1993

- Inauguration of US President Bill Clinton

- Czechoslovakia splits into Czech Republic and Slovakia.

- Intel introduced the Pentium microprocessor.

- Terrorist Attack on the World Trade Center.

1994

- Nelson Mandela became president of South Africa.

- Opening of the Eurotunnel.

- Death F1 Ayrton Senna pilot.

  

1996

- Princess Diana and Prince Charles divorced.

- Arises the Web TV.

1997 

- Diana's death.

- Announcement of the first cloned sheep - Dolly

1998

- Emergence of google

1999

- Introduction of the official currency of the eurozone.

 

EVENTS AND TRENDS

- GRUNGES

The 90's had various styles and one of the leading early in the decade was grunge.

Grunge (sometimes called Seattle Sound and Seattle sound) is a subgenre of alternative rock that emerged in the late 1980s in the city of Seattle, inspired by hardcore punk, heavy metal and by the indie rock.

The grunge term - which in its original sense means "dirt" or "filth" in English - describes both the visual style (shaggy hair, old and loose clothing) bands and fans, as the saturated and distorted sound of the guitars that give the tone of the songs.

The only genre began to decline after the suicide of his idol, Kurt Cobain, leader of Nirvana in 1994.

- THE 3rd WAVE FEMINISM

The late 80s and early 90s was not easy for traditional feminist groups. Not only the ideological crisis caused by the fall of the Berlin Wall, as well as the hurricane Madonna created a tsunami causing changes in the feminist movement, ushering in the 3rd wave.

Within the feminist movement, there are voices that rediscutem femininity and argue that you can be a feminist while wearing makeup and other beauty items associated with sexist domination, in a positive perspective. This group was assigned the name of lipstick feminism.

Besides lipstick feminism, there are other movements such as Riot Grrrl and Slut Feminism, which will use less makeup as the object of increasing discussion or embellishment and more like one of the instruments of expression of their ideological struggle. The look takes many different possible ways, and the "kinderwhore" Courtney Love, without doubt, the most iconic of all.

In the second half of the 90s, with the success of boy bands, the teen consumer market draws investors' attention to further and we see the emergence of various "cultural products" for this audience. The industrialized feminism gives rise to new Girl Power ready for consumption by adolescents without contraindications. The Spice Girls, teens other singers and a whole new generation of super-heroines are massively consumed.

- THE AESTHETIC "HEROIN CHIC"

Many have suffered criticism for being aesthetic, a fact that greatly enhanced the visibility. For many it was the expression of nihilist values ​​that dominated the fashion world, others highlighted the risks inherent in glamorizing process of drugs and, finally, accused this aesthetic to have traces of androgyny, misogyny, and even pedophilia and promote a standard feminimo of beauty even more intangible.

The model Jaime King, a heroin addict, is considered one of the inspirations, but the queen and icon of this aesthetic is the British model Kate Moss, who in 1993 starred in the campaign of Calvin Klein, beginning the great diffusion of this aesthetic that was relevant but not popular in the middle of the decade.

Pale, malnourished models with youthful look, androgynous, without power and in a context related to drug addiction to synthesize the images.

The photograph was the main media used for the dissemination of this aesthetic, with large use of black and white photo.

The makeup sought to neutralize any trace of natural health and vitality at the same time emphasized traits associated with addiction. This translated into a pale makeup, no color or brightness, sometimes highlighted with dark circles and smoky eyes or blurred.

Another important detail of makeup, even when the skin was not prepared, were the techniques used to check or bounced on the face of models signs of emaciation and malnutrition. The sinking effect of the cheeks was the most sought and was done more intensely and with better results the photographs in black and white.

What migrated from advertising and catwalk to the real world at the time was the trend of a makeup more neutral colors, matte foundations and lipsticks and the desire of women to have their cheeks transformed the secrets of makeup or the scalpels of Plastic Surgeons .

 

MEDIA

As in previous decades, MTV and actresses of the TV series continue to influence fashion and behavior.

SERIAL OF TV

BEVERLY HILLS, 90210: 1990 to May 2000, starring Jennie Garth, Jason Priestley, Ian Ziering, Shannen Doherty, Tori Spelling, Brian Austin Green, Luther Perry,

- BAYWATCH :1991 to 2001 starring Pamela Anderson, Nicole Eggert and Yasmine Bleeth.

ACTRESSES

Uma Thurman, Camaron Dias, Julia Roberts, Nicole Kidman, Kate Winslet, Sharon Stone, Sandra Bullock, Julianne Moore, Rachel Weisz, Famke Janssen, Pamela Anderson, Angelina Jolie, Calista Flockhart, Catherine Zeta-Jones, Jennie Garth, Shannen Doherty, Tori Spelling, Jennifer Aniston e Yasmine Bleeth

Uma Thurman                                Camaron Dias  

  

Nicole Kidman                              Julia Roberts                        

Sharon Stone                                                Sandra Bullock  

Kate Winslet                             Julianne Moore  

        

 Yasmine Bleeth                                           Famke Janssen      

           

Pamela Anderson                                     Angelina Jolie

   

Catherine Zeta-Jones                            Calista Flockhart  

            

    Shannen Doherty                               Jennie Garth       

         

Tori Spelling                                   Jennifer Aniston                                

    

SUPERMODEL

Throughout the 90s, supermodels are the protagonists of the fashion industry, much influencing the people who attended the fashion shows through the TV. The top models of the decade were: Linda Evangelista, Cindy Crawford, Naomi Campbell, Eva Herzigova (em 92 passou a ser o rosto das roupas Guess substiuindo claudia schiffier), Nadja Auermann, Christy-Turlingto, Daniela Pestova Turlington, Kate Moss (fez campanhas para Gucci, Dolce & Gabbana, Calvin Klein, Chanel e Rimmel), Carla Bruni, Tatiana Sorokko, Helena Christensen, Claudia Schiffer, Niki Taylor, Karen Mulder, Yasmeen Ghauri, Stephanie Seymour, Kirsty Hume, Shalom Harlow, Kristina Semenovskaia (modelo da Dior) e Tyra Banks. 

   

Eva Herzigova                                  Naomi Campbell             

    

Nadja Auermann                                   Christy-Turlingto                      

  

 Kate Moss                            Daniela Pestova                    

 Carla Bruni                                  Tatiana Sorokko   

      

Helena Christensen                                    Niki Taylor   

     

Karen Mulder                                           Yasmeen Ghauri      

   

 Kirsty Hume                           Stephanie  Seymour                   

             

 Kristina Semenovskaia                           Shalom Harlow          

      

      Tyra Banks 

 

CLOTHING

- GRUNGES

- JEANS WITH MESH SMOCKS

- OVERALLS SHORT

- MINI SKIRTS

- SKIRTS SOCIAL MIDI

 

HAIRSTYLES

 

- DIFFERENT STYLES FRIZZ - it was one of the most used hairstyles

  

 

- LAYERS

 

- SLIVERS COLORED - using makeup to hair (mascara hair)

 

LAUNCHES

ALMAY

- Launches kit of shadows

Launches nail polish

- Launches anti-allergic makeup line

BOOTS No 17

- Launches makeup kit with shadow and blush

- Launches lipsticks in pink and purple

- Launches mascara lashes

BOURJOIS

- Launches purple lipstick

CHANEL

- Launches 05 red lipsticks

 

  

- Launches lipstick mouth color

- Launches lipstick collection

- Launches lipstick wine

- Launches line for eyes

- Launches kit illuminators

- Launches 03 makeup kits and nail polish

CLARIN

- Launches lipstick red

- Launches red lipstick and foundation

- Launches makeup kit

CLINIQUE

- Launches lipstick mouth and brush

COTY

- Launches Lipstick 24 hours

COVER GIRL

- Launches makeup 3 in 1, foundation, powder and concealer for black skin and white skin

   

- Launches eye enhancers - shadows that enhance the colors

  

- Launches clean makeup - liquid foundation in various skin tones

  

- Launches face makeup kit, consisting of foundation, pressed powder and blush, and kit consists of compact powder and liquid foundation

  

  

- Launches Continuous Wear Foundation with slogan: No need retouching

- Launches mascara lashes

- Launches eyeliner

- Launches collection of 12 colorful lipsticks

- Launches nail polish, lipstick and shadow in shades of lilac

- Launches lipstick red

- Launches collection of lipsticks

- Launches collection of nail polishes

- Launches makeup kit consists of nail polish, eye shadow, lipstick, lip gloss and lip contour pencil

CUTEX

- Launches kit with nail polish, lip gloss, lipstick and lip contour pencil

- Launches nail polish and red lipstick

CHRISTIAN DIOR

- Launches makeup kit in skin tones with the slogan - Contos and legends

- Launches autumn makeup kit

- Launches 02 makeup kits in shades of wine and lilac

   

Launches Mascara hair flash 17 tons

- Launches dark red lipstick, bright and long-lasting

- Launches lipstick red

- Launches brown makeup kit

- Launches collection consists of red lipstick case with contour, blush and illuminator and quintet shadows

- Launches perfect mate foundation

- Launches wine and lipstick shade quintet in wine tones

- Launches kit makeup in shades of pink

- Launches teint glacée - foundation with fresh icy

- Launches makeup kit composed of green enamel, shade quintet in shades of green, brown and wine, and red lipstick

- Launches light foundation with slogan: Skin with flawless complexion

- Launches dark red gloss with the slogan: Plastic Brightness

- Launches makeup kit composed of enamel, lipstick, quintet shadows and base, with the slogan: tone on tone

- Launches makeup kit consists of lipstick, gloss, shadow quintet and enamel in pink, lilac, purple and yellow.

ELIZABETH ARDEN

- Launches lipstick pencil-shaped

- Launches Foundation

- Launches lipstick collection

  

- Launches lipstick and nail polish

- Launches lipstick and nail polish

- Launches makeup kit in brown tones composed by duo shadows, compact and lipstick

- Launches lipstick red

ESTEE LAUDER

- Launches lipstick in red and brown colors

- Launches lipstick collection

- Launches lipstick mouth color

- Launches lipstick and nail polish

GIVENCHY

- Launches Line Givenchy chic

- Launches Autumn-Winter 94-95 collection

- Launches boreal autumn-winter collection

- Launches autumn-winter collection plum 96-97

- Launches 02 collections in pink tones

  

GUERLAIN

- Launches makeup kit consists of compact powder, blush and lipstick

- Launches lipstick red

HELENA RUBINSTEIN

- Launches mascara lashes

KANEBO

- Launches makeup kit with lipstick, blush, powder and foundation

LANCASTER

- Launches foundation

LANCÔME

- Launches lipstick red

  

- - Launches matte foundation

- Launches lipstick in 03 colors: pink, purple and red

LOREAL

Launches mascara to hair

- Launches lipstick and nail polish with the slogan: Colors Never Die

MAC

Launches 1st lipstick Viva Glam collection to raise funds to fight AIDS

  

MARKS AND SPENCER

- Launches makeup collection consists of lipstick, eye shadow kit, foundation and compact.

MAX FACTOR

- Launches makeup collection consists of lipstick, foundation, mascara lashes and enamel

- Launches lipstick wine

- Launches lipstick red

- Launches collection of lipstick and nail polish

MAYBELLINE

- Launches lipstick red

  

- Launches lipstick mouth color

- Launches lipsticks in shades of pink with the slogan: Revitalization color

- Launches hydrating lipstick

- Launches eyeliner in green, black and brown

- Launches retractable eye pencil waterproof in 12 colors

- Launches collection retractable eyeliner and not retractable pencil with slongan - Especilalista in eyes

- Launches True illusion makeup - foundation with natural look

- Launches duo shadows

- Launches lashes mascara waterproof with the slogan - wonderful Curve

- Launches blush in 08 colors

- Launches makeup 3 in 1 consists of base, powder and concealer

- Launches blush and eye shadow trio

- Launches unitary shadow

- Launches two kits consist of foundation and pressed powder

  

- Launches 2 makeup kits comprised of blush, lipstick and nail polish

  

- Launches gloss

- Launches foundation cream

NEUTROGENA

- Launches complete line of makeup with the slogan: Beautiful and beneficial

REVLON

- Launches quartet of colored shadows

- Launches unitary colored shadows and shadow duo

- Launches blush in shades of pink and coral

- Launches foundation and lashes mascara

- Launches lipsticks in shades of wine

- Launches collection of lipstick in shades of red with slogan - which is Color

- Launches lipstick wine with the slogan - Exotic

- Launches color lipstick mouth and nail polish

- Launches lipstick and nail polish in red

- Launches nail enamel and red lipstick with the slogan: Desert Spice

- Launches lipstick with slogan: Velvet Touch

- Launches waterproof lipstick in shades of brown

- Launches lipstick, blush and nail polish in shades of wine

- Launches lipstick and nail polish in shades of mauve rosy

- Launches lashes mascara with the slogan: lashes impactful

- Launches Inner lash - Mask of eyelashes that penetrates to the innermost lashes

- Launches collection of makeup skin tones composed of lipstick, lip contour pencils, blush. shadow and nail polish

- Launches Autumn Collection -95, consisting of lipstick, eye shadow, eye liner and mouth, nail polish and perfume slogan - Fatal woman

OIL OF ULAY

- Launches collection of lipsticks

RIMMEL

- Launches collection comprised of lipstick, eye shadow, blush and nail polish

ROC

- Launches makeup line

SENSIQ

- Launches shadow, eye liner and mascara lashes

SHISEIDO

- Launches Kit shadows in shades of purple and pink

- Launches trio of shadows, powder compact and lipstick

- Launches shadow, lipstick and nail polish in shades of wine

- Launches shadow and lipstick duo in shades of wine and brown

- Launches lipstick and red nail polish with unit shade and shadow trio

- Launches duo of blue shadow and pink lipstick

- Launches white shadow and pink lipstick

ULTIMA II

- Launches collection of lipsticks

VERSACE

- Launches lipstick red

YARDELEY

- Launches complete makeup kit

- Launches lipstick collection

- Launches collection City chic comprised of lipstick, lip contour pencils and nail polis

- Launches lipstick and nail polish

YVES SAINT LAURENT

- Launches collection Fruit Vert

- Launches collection Love

- Launches collection Rituel

- Launches collection Indigo

- Launches collection Cascade

- Launches collection Cinema

- Launches collection Idole

- Launches collection Reves

- Launches collection Leté

- Launches  Teint de Soie – Foundation with silky skin

- Launches red lipstick

- Launches collection of lipstick Pure Red Transparent

MAGAZINES

  

  

  

  

  

  

CHARACTERISTICS OF MAKEUP

In the early years of the decade, makeup remained similar characteristics to the 80s, with very colorful, as can be seen in the photo below.

In subsequent years, the makeup has assumed, predominabtemente, neutral colors such as chococlate brown, earthy brown and plum. However, this makeup in neutral colors often is contrasted with some elements in vibrant colors like red. Another widely used color in this decade was the wine, which for some is considered a neutral color and other vibrant color. There was also the makeup in tones very close to the person's skin tone.

One of the great misconceptions when it describes the makeup of the 90s is only consider the makeup of heroin chic, which was a makeup style, almost entirely restricted to the fashion world, and not consider the various styles used by people on the street.

The makeup of the 90s was not nude, as many to classify. Nude, naked meaning. In truth, this term is inappropriate for makeup. But considering that term, a nude makeup is makeup totally colorless, with only skin preparation. And the 90s had much color, just that many times these colors were neutral. There was makeup with neutral colors not very intense and very intense makeup with neutral colors.

Very intense makeup with neutral colors in shades of plum

 

Intense makeup with neutral colors in earth tones

 

Moderate makeup with neutral colors in shades of chocolate

 

 

Makeup with colors in skin tone

  

 

Neutral makeup with red lipstick

 
 

Makeup in tones wine

   

    

    Another adjective and expression totally inadequate to describe the makeup of 90 are, respectively: minimalist, less is more.

    Minimalist - is synonymous with simplicity, and the makeup of 90, for the most part, was not simple. On the contrary, there have been several well-designed look and well executed.

    And less is more - less would be more if its most were so poorly executed, where his best result and least present, consequently, more elegant. Erroneously, people associate elegance with less makeup. Intense makeup, elaborate flawless, respecting the technical and especially the harmmonização color is elegant. As we can see in the makeup ads Dior, which is considered a mark symbol of elegance and sophistication.

    However, against the neutral trend, famous brands and forming opinions as Dior, Chanel and Givenchy launches makeup with colors pink and lilac, with heavy or light intensity, as can be seen in the pictures below ads of brands and celebrities of the time.

  

    At the end of the 90s, the makeup features start to change again, returning to wear colors such as blue, lilac.

     

LIPSTICK - was applied around the contour of the lips.

LIP CONTOUR PENCIL - was widely used.

FOUNDATION - it was dull and even skin tone. The intention was to give the impression that he was not using base.

CONCEALER - It was applied below the foundation to correct imperfections.

CONTOUR - It was widely used at the time. It was applied mainly in the area below the cheekbone. The most commonly used contours were powder in shades of brown or pink.

BLUSH - was not used when it applied contour. How to apply was varied. It used both the slant of the 80s, though in less intensity. It was also applied across the face of the club of the region.

LUMINIZER - was also widely used, especially in the area above the cheekbone.

SHADOW - the mode of application was the same as the 80's, across the eyelid to the outer corner of the eyebrows. It used one or two shadow tones.

EYE PENCIL - was the same color of the shadow and applied on the lower lashes.

EYEBROWS - were made of arched shape.