How your beauty regime has changed in 50 years

It’s so long cake mascara and curlers and hello body butters and blow-dry lotions.
 
  • The changing face of beauty
    Carla Challis
    Last updated: 13 July 2014, 09:20 BST

    A quick wash in the bath with Pears Soap, a generous dusting of talcum powder and lashings of hairspray – the swinging sixties beauty routines were miles apart from today’s complicated regimes.

    Back in 1964, we took our time to perfect our beauty whereas nowadays, we want quick fixes, hi-tech gadgets and as much anti-ageing serum as we can get our hands on.

    The differences between the beauty rituals of women 50 years ago and now has been revealed by Superdrug.

    Products that were everyday essentials including setting lotion and curlers have lost their place on the nation’s dressing table and been usurped by modern make-up, body butters and cleansing brushes.

    Superdrug's big-sellers in 2014

    Want to know exactly how things have changed? Take a look at Superdrug’s beauty, then and now.

    Cleansing skin

    Then – Pears soap was the best-selling soap in the 1960s as women scrubbed off their heavy make-up with soap, flannel and elbow grease.

    Now – Speed is key for today’s women and cleansing wipes are selling more every year. Special cleansing gadgets such as electric brushes selling for over £100 add a space age touch to a modern beauty routine.

    Forgotten beauty - While Superdrug still sells flannels, they are no longer a beauty routine must-have for most women.

    Moisturiser

    Then - Moisturiser was part of a woman’s daily routine, but it was just that… a cream designed to moisturise the skin.  No nano-spheres, no snake venom, no magic ingredients promising to turn back time.  Women were happy with a pot of Nivea or Astral.

    Now - Today’s women doesn’t just use a moisturiser, they have an eye cream, a night cream, anti-ageing creams and serums as part of a multi-step skincare routine.

    Make-up base

    Then - The foundation to the classic 1960s face was panstick; a stick of heavy matt foundation which was used to cover the face, and then set with powder to give a complete matt look.  Touch-ups throughout the day of powder in a mirrored compact ensured the base stayed put.

    Now - BB, CC and DD creams offer today’s women coverage with added anti-ageing, skin boosting benefits.

    Forgotten beauty - The compact touch up has been lost to the quick selfie make-up check.

    Mascara

    Then - While the 60s saw the invention of the wand mascara we know today the majority of women still used cake or block mascara, this comprised a block of solid mascara which was applied to the lashes with a wet brush.

    A vintage mascara from the 60s

    Now - Today’s biggest launches are for new mascaras as customers clamour to snap up the latest formulations which promise to lengthen and curl lashes.  Special formulations are now proven to help lashes grow.

    Forgotten beauty - Mascara which requires a little spit to create lashes has long been forgotten among the wonder of wands.

    Eyeliner

    Then - The 60s saw the invention of liquid eyeliner allowing users to create dramatic eyes, classic feline flicked eyes, the liquids were thick, dense and took a while to dry completely leaving women open to smudges.

    Now -Today we are spoilt for choice with felt tipped liner pens and gel eyeliners designed to give the 1960s liner look without the peril of smudged lines.

    Forgotten beauty - Pots of ink like liner have been displaced by gel liners and liner pens.

    Lashes

    Then - Thick double dramatic strip lashes were applied with glue to the top lashes, while those looking for the latest look snipped smaller tufts of lashes and applied to the undereye.

    Lashes from 1964

    Now - Today’s woman is looking for a more natural look, and chooses the more time efficient option of semi-permanent lash extensions.

    Forgotten beauty - Heavy fringe like lashes have been usurped for more flattering natural versions.

    Hair

    Then - While a wave of young women aped Twiggy and headed for a pixie cut for the majority of women setting lotion and curlers still ruled.  Women used ‘wet sets’ of rollers, secured with pins and saturated with setting lotion, and left to dry while they got on with their housework, before brushing out.

    Now - This decade will surely be remembered as the era of the blow dry bar as women want to emulate the picture perfect Kim Kardashian or Kate Middleton hair do.

    Forgotten beauty - Setting lotion, curlers and pins feel like ancient artifacts when compared with today’s technologically advanced curling tongs and straighteners.

    Hairspray

    Then - Lashings and lashings of hair spray were used to set the hair, especially for those adding hair with a beehive.  Elnett and Sunsilk were the popular brands.

    Now - Hairspray is used with a lighter hand but Elnett remains a best-seller today.

    Body

    Then - No bath-time routine was complete without a generous dusting of talcum powder.

    Now - Anti-cellulite creams and anti-ageing body lotions are massaged into the skin post bathing. While the time poor choose in shower moisturisers.

    Forgotten beauty - Talcum powder has been abandoned, moving from dressing table to the baby changing table.

    Carla Challis
    Last updated: 13 July 2014, 09:20 BST

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