page_title: Western cosmetics in the 1970s
section_title: Glamorization
hierarchical_section_title: Western cosmetics in the 1970s / Influential aesthetics / Glamorization
caption_attribution_description: English: Siouxsie Sioux at the Edinburgh Tiffany's, 1980
context_page_description: Western cosmetics in the 1970s reflected the multiple roles ascribed to the modern woman. For the first time since 1900, make-up was chosen situationally, rather than in response to monolithic trends. The era's two primary visions were the feminist-influenced daytime "natural look" and the sexualized evening aesthetic presented by European designers and fashion photographers. In the periphery, punk and glam were also influential. The struggling cosmetics industry attempted to make a comeback, using new marketing and manufacturing practices.
context_section_description: Make-up used by European fashion designers in the 1970s presented a sensual look for women in striking contrast to the "natural look". Though models in Yves Saint Laurent's hugely influential runway shows wore menswear and short, slicked-back hair, their lips were glossy and bright red. YSL's cosmetics line also employed intense, feminine colors. In the violent, sexual porno chic fashion photography of French and Italian Vogue, women wore blood-red lipstick, glossy red nail polish, pencil-thin eyebrows and black eye make-up. Women employed this vision of beauty for evenings, when they could aim to seduce in the era's discos.
caption: Punk singer Siouxsie
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