The Rise of Shaving: How Advertising Shaped Women’s Beauty Norms
Shaving legs and armpits for women is a societal norm that has been ingrained for decades. But how did it become standard practice? Many people may be surprised to learn that the relentless advertising campaigns of the 20th century played a significant role in shaping this beauty trend.
The Beginning of the Trend
At the start of the 20th century, women and society, in general, paid little attention to the natural hair growing on women’s bodies. This changed with the introduction of sleeveless dresses, which led advertisers to shift their focus to women’s underarms.
Advertising Campaigns Targeting Women
As sleeveless dresses grew in popularity, advertisers began targeting women’s hairy armpits, encouraging them to remove the hair. This was the beginning of the societal pressure for women to have smooth, hair-free underarms. Advertisements depicted women with hairless underarms as more attractive and feminine, creating a new beauty standard that took hold.
The Shift to Leg Hair
Following the successful marketing campaigns for underarm hair removal, the focus shifted to women’s leg hair. Advertisers portrayed smooth, hairless legs as a symbol of beauty and femininity. This deliberate marketing tactic further reinforced the expectation for women to remove their leg hair, setting the stage for what would become a long-standing norm.
The 1950s: A Turning Point
By the 1950s, the removal of leg and underarm hair had transitioned from a passing fad into a deeply ingrained societal norm. Advertisers had successfully solidified the idea that smooth, hair-free skin was essential for women to be considered attractive and feminine. This norm would persist for decades, shaping beauty standards and impacting women’s grooming habits for generations to come.
The Impact of Advertising
It is clear that the relentless advertising campaigns of the 20th century played a significant role in shaping the beauty norms surrounding women’s body hair. By targeting areas such as armpits and legs, advertisers were able to create a sense of inadequacy and a desire for women to conform to these new standards of beauty. This intentional manipulation of societal norms has had a lasting impact on how women view and manage their body hair.
Modern Perspectives and Choices
Despite the enduring influence of advertising on beauty standards, many women are challenging the notion that smooth, hair-free skin is the only acceptable standard of beauty. There is a growing movement of women embracing their natural body hair and rejecting the societal pressure to conform to traditional grooming expectations.
Conclusion
The societal expectation for women to shave their legs and armpits can be traced back to the relentless advertising campaigns of the 20th century. Advertisers successfully created a new standard of beauty, leading to the widespread belief that smooth, hair-free skin is essential for women to be considered attractive and feminine. While these norms have persisted for decades, there is a shifting perspective as more women choose to embrace their natural body hair and challenge traditional beauty standards.
You can review our digital products by following us on Etsy.
