Western cosmetics in the 1970s

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Western cosmetics in the 1970s reflected the multiple roles ascribed to the modern woman.^[1] For the first time since 1900, make-up was chosen situationally, rather than in response to monolithic trends.^[1] The era's two primary visions were the feminist-influenced daytime "natural look" and the sexualized evening aesthetic presented by European designers and fashion photographers.^[1] In the periphery, punk and glam were also influential. The struggling cosmetics industry attempted to make a comeback, using new marketing and manufacturing practices.