In the 1940’s during the turbulent World War years, women flocked to movie theaters to see their favorite glamour icons: Betty Davis, Joan Crawford, Rita Hayworth, Gene Tierny…the quintessential icons of cinematic glamour. Faces reflected back from the screen in darkened theatres where women could imagine themselves as ‘glamorous’ while their husbands were in the battle fields. War is never glamorous. Hence, the fashion and makeup ‘trends’ were especially notable for their significance to create ‘illusions’ and ‘romanticism’. And ‘glamour’ in the cinema was black and white…. During this era, cosmetics evoked names like Charles of the Ritz, Coty,  Max Factor, Yardley. The makeup colours in the 40's were basic since the makeup industry as we know it today, was in it’s infancy. These cosmetic lines, once called ‘old ladies’ makeup, have been revamped or sent to makeup heaven. And the notion of the ‘old lady’ was a simple formula: powder the nose, rouge the cheeks, and a touch of lipstick! Instant ‘glamour’. The late Ms. Estee Lauder was one of the first pioneers to bring ‘glamour’ makeup and skin care to the masses, selling her original formulas in department stores. Makeup for the ‘masses’ was  directly linked to cinema stars. The notion of  Glamour Makeup was it’s offshoot. The ‘Hayworth’ look, the ‘Tierny’ look… now replaced by the ‘Moss’ look, the ‘Evangelista’ look. Glamour takes on post-modern ‘glamour’ but always looking back to it’s precursors.

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