A wartime advert for Yardley Complexion Powder. Date: 1943

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A wartime advert for Yardley Complexion Powder. Date: 1943

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Media ID 32240358

© Illustrated London News Ltd / Mary Evans

1943 Advertisements Advertizing Adverts Complexion Cosmetic Cosmetics Make Up Makeup Nineteen Powder Powders Servicewoman Servicewomen Yardley Yardleys

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EDITORS COMMENTS
This vintage wartime advert for Yardley Complexion Powder from 1943 is a fascinating glimpse into the beauty standards and marketing strategies of the era. In the midst of World War II, when women were taking on new roles in the workforce and serving in various capacities in the armed forces, cosmetics companies like Yardley continued to promote their products as essential for maintaining a polished appearance. The ad features a servicewoman with flawless skin, her face adorned with Yardley Complexion Powder. The message is clear: even during times of war, it was important for women to look their best. The image reflects the societal pressure on women to uphold traditional notions of femininity and beauty, despite the challenges and hardships they faced during wartime. Yardley's advertisement also speaks to the power of makeup as a form of self-care and confidence-boosting tool. In a time when morale was crucial on both the home front and overseas, something as simple as applying complexion powder could provide a sense of normalcy and comfort. Overall, this print serves as a reminder of how beauty ideals have evolved over time, while also highlighting the resilience and resourcefulness of women throughout history. It captures a moment in which glamour met grit, offering insight into both consumer culture and gender dynamics during one of the most tumultuous periods in modern history.

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