Women have always painted their faces. Nowadays, they are bombarded by adverts calling for the constant renewal of the contents of their make-up bags. Magazines suggest completely new products every 3 to 9 months. Designer prices for Chanel lipstick and Dior concealers are through the roof.
In the past, the message behind make-up was simple. If you wore make-up, you would attract the man you needed for financial and emotional security. Since feminism brought women into the workplace and reduced their direct reliance on men, a new myth has had to be constructed around the same old products: a new need has been created for make-up that makes them look not only young, sexy, pretty and attractive, but now also appears professional, hard-working and capable.