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Advertisement for Decoltene liquid hair remover
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Advertisement for Decoltene liquid hair remover
Advertisement for Decoltene liquid hair remover, which stresses that the vogue for decollete and transparent sleeve makes the smooth underarm a matter of importance to the woman who prides herself on a dainty personality. 1920s advertisement indicating a move towards removing female body hair because of revealing womens fashion. Decoltene favour coy, feminine words - smooth underarms are dainty and their deodorant is called Dinkie. Date: 1919
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Media ID 14171656
© Illustrated London News Ltd/Mary Evans
Body Feminine Hairy Hygiene Products Removal Smooth Toiletries 1919 Remover Underarm
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A Charming Epoch of Elegance and Grace: Decollete Fashion Trends and the Emergence of Decoltene Liquid Hair Remover in the Roaring Twenties This advertisement from the year 1919 showcases Decoltene Liquid Hair Remover, a groundbreaking product that catered to the newfound emphasis on smooth underarms in women's fashion. The vogue for decollete necklines and transparent sleeves had made the smooth underarm a matter of importance for women who took pride in their dainty personalities. The advertisement, with its coy and feminine language, invites women to embrace the 'Dinkie' deodorant, which promises to help them maintain their 'smooth underarms,' ensuring they remain in line with the latest fashion trends. The image of a woman in an elegant, flowing dress, her arms delicately adorned with bracelets, further emphasizes the connection between personal grooming and fashionable attire. The 1920s, also known as the 'Roaring Twenties,' marked a significant shift in societal norms and expectations for women. This era saw a surge in the popularity of flapper fashion, which emphasized a more modern, independent, and sexually liberated image for women. The trend towards removing body hair, including underarm hair, was a part of this broader movement towards self-expression and embracing new ideals of femininity. Decoltene Liquid Hair Remover, with its subtle marketing approach, tapped into this cultural shift and offered women a solution to help them maintain the smooth underarms that were now considered essential for a dainty and feminine appearance. This advertisement serves as a fascinating glimpse into the history of women's beauty standards and the role that fashion and personal grooming products have played in shaping them.
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