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from the skin without leaving the skin dry. Women would apply a thin

layer and wipe it away with a soft cloth. This would be followed by a

number of creams and tonics to even out fine lines and wrinkles. Women

were encouraged to keep a still face to avoid developing lines!

Contouring came in for the first time in the ‘30s, women would define

their cheekbones using blusher underneath them and coourful eye

shadows were used. Sunbathers in the ‘30s were so anti-freckle that they

would wear a freckle-proof cape to avoid sun damage. Chemist Franz

Greiter came along to invent sunscreen in 1946.Well-established beauty

moguls Helena Rubinstein and Elizabeth Arden leading the industry,

more salons began opening and ushered in a variety of new anti-aging

treatments. For a perfectly flushed, youthful complexion, the glamour

bonnet and other helmet-like structures came into fashion. Rosy cheeks

were also sought after via electronic heated face masks, skin-tightening

wraps and vacuums aimed at addressing issues like sagging skin,

circulation and acne. Now the fashion trend of Silent Generation, the

women had abandoned the boyish look, they favored clothes that

accentuated the natural waistline and fitted more closely to the body.

Narrow hips, however, were still greatly desired. The economic

hardships of the era led to the rise of cheaper factory-made clothing,

particularly garments featuring zippers. But evening dresses were all

about glamour; silky, clingy, bias-cut dresses showed off a woman's

figure. As for men in the '30s, they wanted to be Superman – literally. An

athletic figure was greatly sought after, and clothes emphasized broad

shoulders and narrow waists. Military-inspired jackets and coats were