ABSTRACT
Chalk white coloring, as utilized in lipstick and eyeshadow, became the sensation of the cosmetic industry in early 1959. Both products worked best when blended with conventional colors. Originating in Italy, white lipstick grew steadily in popularity with fashion conscious American women for a couple of years, then, when available in quantities, began outselling all other new spring shades. It provided a pale but dramatic highlight, making the wearer appear as though she had just licked her lips. Added later as a complement to white lipstick, white eyeshadow also gained favor because it produced the effect of larger eyes. By 1960, chalk white had lost its novelty status and receded back amidst the palette of bright colors produced by cosmetic companies.
