The Clash: Disrupting the Status Quo through Youth Culture in the 1920s
Shifting ideas about leisure and personal satisfaction that were integral to consumer culture were evident in women’s private lives. The fusion of sexuality with consumption also led to women’s sexual objectification and encouraged women to measure their self-worth by the goods that adorned their bodies. This was particularly true in the up and coming young adult bracket of adulthood. Increased leisure time allowed for a plethora of freedoms for young women on the social scene. The twenties, then, witnessed a coalescence of factors that did not make women wholly free, but did give their lives a modern contour.
Ipswich Hosiery, 1920s, National Museum of American History
By the 1920s the Ipswich hosiery mills were among the top selling machine wash stockings in the US, alongside brand leaders such as Holeproof and Luxite. Their Halloween ads which appeared in 1924 became a seasonal trademark, and their iconic ‘hosiery on a broomstick’ advert of 1926, quickly established their model, actress Jobyna Ralston as a Halloween pin up.
Rouge Compact, 1920s, National Museum of American History
Rouge, which we could call blush today, also added some color to the face. It came as a powder, paste or cream in an orange-red at first then a raspberry-red for most of the 1920s and a rose-red by the late ’20s. When it was made available in a compact, its popularity grew. Rogue was applied in circles on the cheeks with two fingers unless you were a flapper, and then you might dab some on your knees, too!
Max Factor Mascara, 1920s, National Museum of American History
Mascara of the 1920s was still in the development stages. It could be purchased in liquid, wax or cake form. If you wanted to try Maybelline’s mascara, the company was kind enough to include a brush, which had to be moistened with water before dipping in cake powder, along with a close-up photo of silent film star Mildred Davis for use as a reference. However, the brush was not the circular type that is used now, so eyelash curlers, invented in 1923, were quite popular
Max Factor Lipstick, 1920s, National Museum of American History
The invention of the metal lipstick tube in 1915 was a welcome addition to a woman’s beauty routine. Now a woman could simply carry her lipstick with her and touch it up as needed. Stencils and metal lip tracers helped ensure perfect application along the lip line. Matte red was the overwhelming color of choice (sometimes it was cherry-flavored) and by far the most popular application of it was creating the “Cupid’s bow.” Also, called bee stung lips or rosebud pout because of the full bottom lip and pointed smaller upper lip. A few movie stars applied a beauty mark below the corner of the lip which some flappers copied.
Perfume Flask, 1920s, National Museum of American History
The 1920s saw the expansion of the perfume market in the United States, many new companies emerged and fashion designers started having chemists create their own fragrances. Baccarat perfume bottles were introduced and were known for their high quality crystal. They were the designers of most of the perfumers of the time period.
Pan Prophalactics, 1924
Thanks to advances in birth control, legalization of condoms,and the availability of the diaphragm, couples had more control over how many kids they had. Condoms further became popularized during this time because latex was invented in 1920s and became an active ingredient these products. Condoms became increasingly used in the 1920s due to the invention of latex. An average household during the decade consisted of about four people. Birth controlat this timewas still a controversial topic, especially in religious circles. It also meant that women had control over her own reproductive health.
Polar Cub Electric Vibrator, 1920s, National Building Museum
During the turn of the century, electric vibrators began to be marketed as home appliances. Vibrators were widely advertised in household publications such as Modern Woman and Women’s Home Companion. There ads were legendary, promoting claims as “Relieves all Suffering. Cures Diseases.” Another great ad boasted, “Invented by a woman who knows a woman’s needs.” Furthermore, the electric vibrator was the fifth "household appliance" to become electrified.
