The history of makeup dates back to ancient times. Since then, women have used cosmetics for various reasons such as enhancing their physical appearance, expressing creativity, and even signaling social status. While modern makeup is designed to look natural, vintage products are often characterized by bright colors and exaggerated designs that reflect the trends and values of their respective eras. Vintage makeup packages were also created with careful attention to detail, including intricate illustrations, ornate typography, and eye-catching graphics. This paper explores the design elements of some iconic vintage makeup packaging from different decades, analyzing how they reflect the culture of their time periods.
Vintage Makeup Packages: Features and Artistry
In the early 1900s, many women wore heavy powder and rouge while men applied lead-based greasepaint to appear more masculine. Women's magazine advertisements featured elaborate illustrations of elegant ladies applying makeup, and product boxes reflected this romanticized ideal. For example, Max Factor's lipstick was presented in a golden box emblazoned with an image of a beautiful woman in profile, her hair swept up in a stylish chignon. The word "MAX FACTOR" appeared boldly across the top of the lid in elegant lettering. Inside, the lipstick itself was housed in a silver tube with gold trim, which made it feel like a special treat.
The 1920s saw a shift towards simplicity, as women began to wear less makeup and focus on creating a flawless complexion. Companies responded by creating streamlined packaging that highlighted the beauty of the product inside. Elizabeth Arden's popular Red Door perfume came in a sleek black bottle with white script writing. It looked both modern and timeless at once. Other brands adopted similar minimalist designs, such as Helena Rubinstein's compacts featuring simple lines and clean typography.
The 1930s were dominated by art deco style, characterized by geometric shapes and bright colors. Revlon's red lipstick case was designed to look like a rocket ship, complete with a pointed nosecone and curved body. The design was so iconic that it remained largely unchanged for decades. In contrast, Maybelline's products had more rounded edges and soft curves, reflecting a more organic aesthetic. Both companies used vibrant colors and playful illustrations to grab attention.
During World War II, makeup became an essential part of the American woman's wardrobe. Women used red lipstick to boost morale and help soldiers abroad remember their loved ones back home. Brands like Chanel and Lancome created patriotic designs that featured stars, stripes, and eagles. Even non-cosmetics companies got into the act, producing lipsticks in unusual shapes like cigarette packages or telephones.
After the war, makeup use declined again until it reemerged in the 1950s with a new focus on glamour and femininity. Avon's eye shadow palette resembled a high heel shoe, while Elizabeth Arden's perfume bottle was inspired by an hourglass figure. These products featured bold graphics and saturated colors, which reflected the optimism of the postwar era.
In the 1960s, pop art took over, featuring bright colors and cartoonish images. Maybelline's Great Lash mascara came in a yellow box with a large picture of a girl applying her makeup and a slogan reading "Bigger, Better Bolder." Revlon's Charlie perfume was packaged in a purple box with a picture of Audrey Hepburn wearing a little black dress and holding a cigarette – both symbols of power and independence for women at the time. Meanwhile, Max Factor released its iconic Pan-Stik mascara in a tube designed to look like a rocket ship, reflecting the space race between America and Russia.
The 1970s saw a move towards natural beauty and simple design, as well as environmental awareness. Companies started using recycled materials and ditched their elaborate boxes in favor of minimalist packaging. For example, Revlon created a line of lipsticks that were wrapped in brown paper and tied with twine. In contrast, Lancôme opted for a more playful approach, releasing a line of lipsticks in cylindrical tubes decorated with fun illustrations.
Today, vintage makeup packages are highly collectible items sought after by both cosmetics enthusiasts and design aficionados alike. The intricate details, bold graphics, and unique shapes all add up to create a treasure trove of beauty history. Collectors can learn about fashion trends, popular culture, and even societal values through examining these objects. By preserving them, we ensure that they will be enjoyed by future generations as well.