ABSTRACT

Esty continued to be intrigued by the possibilities for reinvention that cosmetics offered women. Perhaps she was also struck by the rapid proliferation of advertisements and products. Advertising expenditures for drugs and toiletries in leading magazines grew rapidly between 1915 and 1925, and with the advent of radio in the 1920s, cosmetics manufacturers began to advertise heavily on the airwaves.8 The booming beauty busines presented numerous employment opportunities for women9 Esty may have considered working in a beauty parlor or opening her own shop.