Here’s a fun story about the cosmetic industry’s contribution to the allied effort during World War II.
Beginning with the First World War, 1914-1918, the role of women in western society began to expand beyond the home. With vast numbers of men serving their nation in the military, women began working in jobs traditionally dominated by men. Once the conflict ended, the women generally returned to their domestic lives.
Two decades later, World War II began on September 1, 1939 with Britain declaring war on Germany after the latter’s invasion of Poland. When the Japanese launched a surprise attack on the U.S. Naval fleet at Pearl Harbor on December 7, 1941, America entered the war. Once again, women were called upon to take up the work fighting men had to leave behind. Many joined the war effort in factories, women who came to be known as Rosie the Riveters.
Tens of thousands of American women also joined auxiliary military branches, including the Navy’s WAVES, the Army’s WACs, and the Air Force’s WASPs. Their jobs included being mechanics, switchboard operators, drivers, nurses, military intelligence officers, and pilots. According to Anne Sosh Brehm, a First Lieutenant in the US Army Nurse Corps, “Let the generations know that women in uniform also guaranteed their freedom. That our resolve was just as great as the brave men who stood among us. . . “
You might think women working on behalf of the war effort might have kissed their beauty routines good-bye, but the opposite is actually true. Presenting one’s best self appearance-wise was considered to be a patriotic act. According to an article in the DAR’s National Defender, which was reprinted from the Women in Military Service for America Memorial Foundation, “During World War II, bright red lipstick became a symbol of patriotism and an expression of strength and confidence, especially given Hitler’s reported hatred of red lipstick and makeup. The U.S. Committee on Military-Industrial Production declared. . .cosmetics ‘are not just necessary, but also vital.’ Due to this decree, beauty companies stepped up production of red lipstick. . . .” Elizabeth Arden was approached by the Marine Corps to (create) a lipstick just for Women Marines.
The result was called ‘Montezuma Red,’ which coordinated nicely with their uniform’s hat cord, scarf, and sleeve chevrons. A civilian version, called Victory Red, also appeared. Other cosmetic manufacturers answered the call with lipsticks bearing names like Regimental Red, Rocket Red, Patriot Red, and Grenadier Red. Author Ilise S. Carter said, “It was patriotism you could carry in your purse.”
On a side note, the DAR article tells the story of the Tinsley family of Grand Junction, Colorado. While they were renovating a former Italian grocery store, they found a tube of lipstick in the ceiling. They discovered this wasn’t any ordinary bit of old makeup but Elizabeth Arden’s “Victory Red.” They generously donated the tube to the Military Women’s Memorial.
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