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An Industry of Progress, Part I

By: Mario Montalvo
Posted: September 29, 2011, from the October 2011 issue of Skin Inc. magazine.
1920s makeup look

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It was during this time—in the 1950s and 1960s—that European chic became incredibly popular for the female consumer, and the fashion and cosmetic industries boomed as never before in the United States. The new, affluent American generation craved and demanded constant change and variety, particularly in fashion and beauty. Heeding the clamor, manufacturers, fashion magazines and designers complied and adapted accordingly. Sales reached gargantuan numbers like never before. Vogue, Harper’s Bazaar, Glamour, Mademoiselle, W and others were the new arbiters of trends, and their publications flew off the news stands. The public was awash in glamour, and all the accoutrements that went with it. Giant advertising agencies erupted on the scene and impacted revenues by creating advertising campaigns that fanned the fires of consumerism.

Part II of this article, which will appear in the November 2011 issue, will address the continuing growth and development of skin care ingredients and equipment, the influence of skin care pioneers and the growth of the skin care industry into its present state.

Mario Montalvo is a consultant to the health and wellness industry. A licensed esthetics instructor, he has been active in beauty therapy for 35 years. He is a pioneer in esthetics and is a CIDESCO Diplomate D’honneur and International Examiner. Montalvo specializes in creating beauty therapy programs, training, product development, manuals, curriculums, and more for spas and schools.