Consumer culture within the beauty industry

Consumer culture emerged in the 1920’s with a major emphasis on advertising and media based marketing strategies. The majority of individuals use cosmetics to make themselves feel better about themselves and to look attractive.

A lot of factors contribute to its growth in sales and profits, such as tactful marketing and advertising strategies and innovations with technologies. The marketing involved with the majority of most advertising campaigns involves convincing the consumer that they will gain personal benefit from the purchase and use of their product.

Beauty campaigns have documented the changed in women’s lives throughout the 20th century. These are some of my favourite beauty campaigns from times gone by to today’s latest ones.

Chanel No. 5 was created in 1921 and was the first fragrance Coco created.




1. 1966 Chanel No.5 spray perfume & cologne




2. Chanel advertisement from the 1970’s




3. 1998 Chanel ad, featuring Estella Warren. This ad was first posted on Found in Mom’s Basement on 02 May 2011.




4. 1960’s Maybelline advertisement




5. Adriana Lima in Maybelline campaign 2007




6. Vintage L’Oreal advert. 1960s




7. Advert for Max Factor ‘Crushed Rose’ lipstick, 1950s




8. 1980 L’Oreal Elnett Satin Hair Spray

Written by Elizabeth Boyes


Black, P (2004). The Beauty Industry: Gender, Culture, Pleasure. New York: Routledge. 60-70.

The World’s Top Ten Cosmetic Giants; Available at: accessed 15 April 2013)

Victoria’s Secret’s Angels -Aiming towards the sky; Available at: (Last accessed 15 April 2013)


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