I've been continuing my completely unscientific survey of 1940s lipstick colors by reviewing some of the newspaper articles written up on that topic by beauty experts of the day. It's interesting to see how trends in color changed over the decade. A woman's page columnist from the St. Petersburg Times offered up this spring forecast on February 4, 1940:
Evidently, this spring no woman will be well dressed without at least four shades of lipstick: pure red red, a blue red, brown red, and an especially dramatic lipstick to give that "different" look.
There were some bold new colors out there in the spring of 1940 that fit the bill for women seeking a dramatic look. One particularly "heavy, dark red" was so dark the lipstick was named Black! The fascination developing in all things south-of-the-border had also led to a popular new lip color termed "South American red":
Fashions, dances, music–and now makeup–go South American! The makeup is designed to give your face the exotic vibrant quality that’s demanded by the new South American clothes. (Pittsburgh Post-Gazette, May 4, 1940)
A March 1941 article in a Florida paper warned women that the methods they used to apply lipstick would be especially important as these dramatic new colors continued to gain in popularity. "Caution in the use of lipstick becomes more important as shades go more South American, Indian and militantly red." The advice on application is strikingly similar to some of the tips women share with each other today!
Mildred Coles, motion picture actress, offers this lipstick fashion formula to check against: Begin by cleaning the lips of lipstick applied previously… Use lipstick before public appearances unless you have become proficient with a lip pencil or brush. If you use a brush for outline, then fill in with lipstick… For lovelier lips, Mildred Coles uses brush to apply lipstick to the corners of her mouth. To achieve a natural effect, blot off excess lipstick by biting piece of cleansing tissue.
Men shopping for St. Valentine's Day gifts in 1942 were urged to choose an "apple red if she’s the fresh out-of-doors type, red velvet if she’s a glamor girl, or any of the other brilliant reds designed to flatter every type of woman." As women began worrying that the war would bring about a shortage in lipsticks - many of the oils and waxes used in these and other cosmetics were imports - Betty Clarke, AP Newsfeatures Beauty Editor, advised them to focus on the four most important colors: "a honey-like yellow-red, a bright red, a dark red and a rosy red with an undertone of blue." And, by all means, learn how to apply your lipstick with a brush:
It lasts longer on you and it looks lovelier. Moreover, it means you can use the last little dab of lipstick in the case and conservation in cosmetics won't do any harm.
According to an article on college coeds, the girls were going in for a "brilliant rascal red lipstick" in September 1942. Two years later, one beauty expert proclaimed a "bright cherry shade" was the most versatile of colors for the lips. By the end of the decade, though, color trends for lipstick were opening up, with rosy pinks creating the greatest buzz. Contrast the early '40s chorus of accolades for red lips to these articles forecasting the latest colors for Spring 1949:
- Typical of new lipstick pinks is one which translates the deepest pink shade of the apple blossom into rouge. Makeup of this soft coloring is designed to accent the pink fashions so prevalent for spring... ("Pink Cosmetics Accent New Togs," The Evening Independent, April 30, 1949)
- Spring costume colors such as taupe, beige, gray and navy, amber, copper and spice brown can all be flattered with a warm lipstick shade that borrows its color from the rose geranium or other spring flowers. ("Spring Lipsticks Warm in Color, Not Dark Smears," The Evening-Independent, May 19, 1949)
What I've been finding myself about wearing red lipstick is that it totally ups the ante for the rest of my appearance. It makes me worry about whether my teeth are as white as they should be --- and so the Jitterbug bathroom cabinet is now stocked with an extra whitening toothpaste. Red lipstick also makes me want to do something about my eyebrows. And my eye lashes are positively screaming for some mascara to live up to the red lips! Who knew one cosmetic could be such an engine for change...
11 comments:
That was very interesting. Thank you for sharing!
a post on red lips- i love it!
I really enjoyed reading the snippets you posted :)
Red lipstick is definitely not for the faint of heart, nor for those who don't want attention brought to them (or to other parts of the face for that matter).
I think that a little mascara, blush and red lipstick doesn't take an incredible amount of time yet makes such a huge difference in one's appearance.
I hope you find that you like your little makeup routine Jitterbug :)
I was starting to get lost in all of those shades of read, and I consider myself to be quite the girly-girl.
Suddenly, the collection of lipstick my grandmother has makes sense. She has more tubes than I can count-all of them red and she reapplies frequently during the day. Next time I see her, I'll have to see if her reds are different, or if she sticks to what I remember her buying once when I was little "classic red"
I too remember those tubes of red in the drawers of female family members. Even in the 50's the pictures of my mother show the red lipstick of choice. If you find a red that compiments you, you will not need to add other makeup as it will not wash you out. I have a beautiful gold colored metal lipstick case of my mothers. it says Revlon 563. It would be interesting to know what color today is closest to this. I just might call or write them to find out. Sophia Loren said once if you find a shade you love stock up on it. She once bought all she could from her favorite company when they discontinued her shade. Over time I think 4-5 tubes would be enough for me. Although I use it often it would take me a long time to use that up. I remember the nail varnish was favored as red also. If you are not into that maintenance do the toes. It is great fun and lasts along time. Are you doing the hair styles of the day also?
I have cut my hair a few months back and am sticking to the all over curl seen in all photos of my family from 1940-1960. What is your favorite style?
I, too, remember the bright red lipstick and nail polish. Being a redhead, I look absolutely ghastly in most reds. Luckily, I grew up in the "pale" makeup era.
I cant believe how popular red lipstick was I always knew it was the most common but I never knew all this. Great post as always.
♥Darla
Very fun post!
There goes that "domino effect" again--one positive change encouraging another.
My mom (born in 1936) has used ORANGE lipstick for all the decades I've known her. (I don't have orange lipstick.)
I agree with Jeanne--the RIGHT shade of red will do great things for your skin tone.
Remember the "Color Me Beautiful" trend of the 80s, anyone?
to Roxanne: Yes, I remember Color Me Beautiful. The idea is still good. We did something similar in the early 70's in a clothing class when I was in college.
Red Lipstick is life altering :) I'm happy to have another convert come over to the red lipstick aisle.
Red lips do leave me feeling a bit like hiding my face still, but not as badly as the first day when I literally found myself holding folders and things up in front of my mouth! I'm still not convinced red's just the right color for me, but it definitely gives you a certain bravada --- it's a very sexual color. I feel the tiniest bit like I'm putting myself out there in that way by wearing red lipstick. "Come and get me, fellas!" :)
Rebecca, I not minding my little makeup routine at all. Thankfully, it's still very short. Face power, lip liner, and lipstick. It does feel a bit strange sometimes spending that much time looking at myself in the mirror, but I do really love the way the powder evens out my skin.
Public Artist, I didn't know myself just how many kinds of red there could possibly be! Your grandmother's cosmetics make a lot of sense knowing that women were once advised to have at least four reds on hand.
Jeanne, strangely enough, as frumpy as I've been when it comes to cosmetics, I almost always have red toenails! Well, partly because of the climate where I live now. With flipflops and sandals, your toes are always on display!!! I'm glad you mentioned hairstyling. I'm planning a new housekeeping mission for this week, but the next grooming mission involves hair. Stay tuned!
Roxanne, was Color Me Beautiful the whole spring/summer/fall/winter thing?
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