Why did the beauty products industry do particularly well during the war?
Answer Hi Morgan, I’ll be glad to help with your question. In the US war effort, it was important to keep morale high. American society – the whole world – was in flux. Every day there was news of more casualties, more challenges, more things changing. People yearned for, and remained attached to, that which was familiar, and therefore comfortable. In world engulfed in war, people tried to control the very little that they actually could control. One of those things, though, was their appearance, how they presented themselves to others. Women needed to cope with the fact that their husbands, boyfriends, fathers and brothers were away fighting. One way they tried to cope, one way to maintain high self-esteem, was to look good. As we all know, when we look good, we feel good. So, consumption of beauty products actually doubled during WWII. The people who used them did so to exercise some control, in this case, over their appearance. In doing that, they felt good, or at least better, than
