6 - Skin Care, 1930 and Beyond

Summary

Some of the most outward signs of ageing are mediated through the skin. This chapter concentrates on how skin care products chimed with understandings of what could be achieved by way of rejuvenation. Using a diverse range of sources, including advertising material which appeared in household magazines and newspapers, the company records of Boots, market research surveys, and ephemera relating to the products themselves, this chapter triangulates the myriad claims about what skin care products could achieve against prevailing social concerns with ageing, knowledge about the skin and conceptions of beauty. The principal argument is that through the twentieth century youthful skin became deeply entwined with a particular form of beauty: the two became inseparable and skincare preparations appealed to those who sought to increase both their attractiveness and youthfulness.