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1970sThe 1970s was a decade of polarized extremes, in terms of eye cosmetics and trends. Generally, false eyelashes continued to flourish, and brows reverted to a relatively thin arched silhouette, reminiscent of the 1930s. However, application of shadows and liners varied from one woman to the next.
By 1975, the Food and Drug Administration regulated the production and labeling of eye cosmetics, which contributed to the resurgence of the “natural” woman. Concepts of purity and awareness not only altered eye makeup’s composition, but they also influenced the names of colors and products. Maybelline’s Blooming Colors enabled women to blossom in pastels, while Cover Girl’s Natural Eyes delivered a frosted look in icy shades of blue and purple. At the opposite end of the spectrum, disco, glam rock, and club culture simultaneously shaped the cosmetics industry as the decade progressed. Deep, richly colored shadows with metallic hints epitomized the decadent milieu. Within this cultural atmosphere, the perception of masculinity began to transmogrify. Challenging the conventions of sexual identity, David Bowie’s Ziggy Stardust makeup reflected the growing dialogue surrounding gender and self-presentation. |
ObjectsBiba (British, founded 1964)
Two Mail Order Catalogues, ca.1970 Maybelline (Now Maybelline New York, American, founded 1915) Glory Lashes, ca. 1970 Maybelline (Now Maybelline New York, American, founded 1915) Look Natural Lashes in Demi-Wisp, ca. 1970 Maybelline (Now Maybelline New York, American, founded 1915) Look Natural Lashes in Wisp, ca. 1970 Maybelline (Now Maybelline New York, American, founded 1915) Great-Liner, ca. 1971 Courtesy of Maybelline New York Cover Girl (American, founded 1961) Advertisement Featuring Cybill Shepherd, 1972 Maybelline (Now Maybelline New York, American, founded 1915) Blooming Colors Traveler, ca. 1972 Maybelline (Now Maybelline New York, American, founded 1915) Ultra Frost & Ultra Velvet Eyeshadow, Set of Five, ca. 1975 Graphics: David Bowie as Ziggy Stardust, photographed by Masayoshi Sukita (1973) |
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