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For most of history, women were not expected to remove their body hair. Then, in the early 20th century, a razor company saw an untapped market and helped create an entirely new beauty standard. What followed was one of the most successful marketing campaigns in consumer history—one that permanently changed how millions of women viewed their bodies.
In this video, we explore how Gillette invented the idea that women should be hairless. Discover how changing fashions exposed more of the body, why razor manufacturers began targeting women for the first time, and how advertisements transformed underarm and leg hair from a normal feature into a supposed social problem. Learn how beauty magazines, Hollywood films, and aggressive marketing campaigns convinced generations of women that hair removal was a requirement for femininity.
Resources:
Plucked: A History of Hair Removal – New York University Press – https://nyupress.org/9780814751954/plucked/
The Body Project: An Intim
