Prior to dating becoming a common form of courtship makeup was only worn by actresses and prostitutes the cosmetics industry rebranded their goods as makeup and promoted it as a way to increase femininity and thus success on dates

Prior to Dating: The Evolution of Makeup and Courtship

Dating has become an integral part of our lives, an opportunity for individuals to meet and connect with potential partners. However, it might surprise you to learn that dating as we know it today wasn’t always the norm. In fact, prior to the advent of modern dating practices, makeup was primarily used by actresses and prostitutes. The cosmetics industry played a significant role in rebranding their products as “makeup” and promoting it as a way to enhance femininity, thereby increasing chances of success on dates.

Historically, courtship rituals varied across different cultures and time periods. In ancient times, arranged marriages were prevalent, and courtship was more of a formal process conducted with the involvement of families and communities. Love and romance were often secondary considerations. However, as societies underwent significant changes and individual choice became more important, dating as a concept began to emerge.

But how does makeup fit into this story? During the 19th century, makeup was mainly associated with performers, such as actresses on the stage. It was also common for prostitutes to use cosmetics to enhance their appearance. At the time, society held a negative perception of women who wore makeup, associating it with promiscuity and immorality.

The turning point came when the cosmetics industry recognized the potential to expand their market beyond just performers and sex workers. They aimed to rebrand their products as a means to promote femininity and attractiveness to a wider audience. By associating makeup with success in courtship, they tapped into a societal desire for acceptance and validation, particularly among women.

To achieve their goal, the cosmetics industry focused on creating products that were more socially acceptable and culturally appropriate. By the early 20th century, makeup underwent a transformation from theatrical cosmetics to emphasizing natural beauty enhancements. Brands like Max Factor and Elizabeth Arden played a pivotal role in promoting beauty products as tools for everyday women to enhance their appearance and boost their confidence.

As makeup became more accessible and acceptable, women began incorporating it into their daily routines. The beauty industry further capitalized on the trend by aligning their marketing campaigns with the evolving dating culture. Advertisements started promoting the idea that applying makeup would not only make women more attractive but also increase their chances of success in the dating world.

The association between makeup and dating success became deeply ingrained in society. Women started considering makeup as an essential part of their preparation for a date, believing it could help them put their best face forward and present themselves as more confident and alluring. Over time, makeup became a symbol of empowerment, self-expression, and an integral part of dating rituals.

In conclusion, the evolution of makeup and courtship is intertwined. Prior to dating becoming a common form of courtship, makeup usage was limited to actresses and prostitutes. The cosmetics industry successfully rebranded their goods as “makeup” and promoted it as a way to enhance femininity, thus increasing success in the dating realm. Today, makeup has become an essential aspect of many individuals’ lives, empowering them to feel confident on dates and embody their true selves.

Source: Mental Floss - 10 Fascinating Facts About the Evolution of Dating and Courtship