The broken cycle of make up for people of color Technology has played a significant role in the broken cycle of make up for people of color. The broken cycle of make up is a term reflective of the fact that when the technology for make up was first created, it was unequivocally designed to complement those of European descent. Thus, people of color were traditionally not considered for the products comprised of makeup. These products include different cosmetics such as lipstick, eyeliner, rouge, and the many others which numerous women have in their inventory of makeup in contemporary times. However, there are several different facets of technology which have helped change this broken cycle so that women of color are not only included in the design of make up products but, in certain instances, deliberately targeted and marketed. Today, make up is inclusive for all women of all colors, races and ethnicities. Technology has played a formidable role in bringing about this process. Thus, this paper will denote how unequivocally technology has created a modern beauty and health landscape in which make up is intended and appropriate for women of color—although previously, it was not.

This paper will follow a format which is specifically formulated to elucidate the progression of the expansion of make up to people of color specifically due to developments in technology. Initially it will provide an overview of make up consisting of its history, its development, and the various technologies deployed within various make up products such as applicators, chemicals, bottles and more. It will then delineate the cycle of struggle through the lipstick effect, before delving into how make up and its technology applies to the concept of whiteness, particularly as it applies to the modern woman. The next sub section of the paper will detail issues of race and beauty, which is interesting because of the dominance of Eurocentric features associated with the concept of beauty. This paper will then document the dearth of advertising directed towards people of color, before elucidating various advertising factors such as what social classes were targeted, and what types of models were used.

Overview

The history of make up is parallel to the history of human kind. Anthropologically, make up was first chronicled in the daily lives of ancient Egyptians existing at least as far back as 10,000 BCE (1). The primary forms of make up then (as well as now) were foundation, eye liner, and lip stick. It is valuable to note that make up was just one of the many forms of cosmetics which were deployed throughout ancient times, which also consisted of perfumes and various ways to color or alter hair. Ancient Egyptians used make up to render their eyes in ovular forms, to smooth their complexions, and to counteract the effects of the sun. Thus, although there was a certain aesthetic function to make up, it was also utilitarian in nature. These basic forms of makeup persisted throughout the dark ages, and were largely changed with the Industrial Revolution which occurred in earnest during the 18th and 19th centuries (2).

Prior to the Industrial Revolution the technology utilized for make up was basic. Substances such as dyes, powders, and chemical compounds for applying make up were oftentimes gathered and cultivated from the users in a domestic setting. These materials...

One of the most significant trends in the history of makeup is that after make up spread from the Egyptians to other parts of the civilized world (and Occidental countries such as Greece, for example) the concept of aesthetics shifted with it. In Westernized countries, make up was used to lighten a woman’s face and make it more pale. Later on, women augmented this trend by using make up it give themselves a more sanguine, ruddy complexion (3). Still, it is important to realize that early on when make up was used through the Roman and Greek societies make up was used to make women look pale and reddish. The technology for make up has always consisted of chemicals. Traditionally, substances such as white lead and zinc oxide were used to lighten the complexion of a woman’s face, while substances such as lampblack were used for eye shadow, mascara, and eyeliner. Once the Industrial Revolution occurred and modernity took place, bottles and chemicals would become mass produced for make up—especially during the 20th century.
Cycle of Struggle Through the Lipstick Effect

The lipstick effect is widely known as a term indicative of the fact that during difficult economic times people tend to turn to personal indulgences such as make up to spend money on, since they cannot necessarily afford expensive luxury items (4). This effect is important both literally and figuratively when understanding the correlation between the technology behind make up and its effect on people of color. Were one to consider the postmodern period of the 20th and the 21st centuries, there have been significant periods of economic downturn. The Great Depression, the periods preceding and concluding each of the World Wars, and the economic recession of the collapse of the financial market in America in 2008 all denote this fact. During these periods, women have turned to the purchase of lipstick and make up to continue to treat themselves to smaller luxuries since they could no longer afford major ones. This trend is the literal application of this term.

Figuratively, the lipstick effect suggests that during difficult economic periods people rely on smaller pleasures since they cannot afford to lavish themselves with more costly ones. This fact is particularly eminent for people of color, who have had to struggle because of issues of economics, race, and ethnicity. Certain groups such as African Americans endured all of the aforementioned economic struggles in conjunction with the racism accompanying the Civil Rights movement or the Black Lives Matter movement in contemporary times. For this group and other peoples of color, they also had to tolerate a similar struggle for the very make up which other groups could turn to (and which were marketed towards them) widely because of concept of whiteness and how the modern woman is viewed.

Whiteness and how the modern woman is seen

As previously alluded to, the notion of whiteness has been particularly salient in Westernized culture ever since it embraced make up. Again, this fact is readily deconstructed from both a literal and figurative perspective. Figuratively, a lightening of the complexion was desired as the effect of make up in Occidental culture. The greater ramifications…