n South African Pharmaceutical and Cosmetic Review - Speaking to a rainbow nation : marketing column

Volume 38, Issue 1
  • ISSN : 0257-2028



Elizabeth Arden and Estée Lauder are just a couple of the quintessential brands formulated through the hardships of the early 20th century, names which set the tone for the entire market to follow. These were built up from the ground by women of means who both believed that anyone could be beautiful. Pre-dating this, normative beauty was encapsulated by a pale, fair skin and a feminine demeanour. These companies were born on the bows of a newly-empowered female population and their success was achieved through the understanding of what women needed and, more importantly, what women wanted. These companies saw the pulsing promise of women living in a rapidly changing world.

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