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At a time when make-up was seen as unacceptable on stage, Elizabeth Arden recognized the desire of women who wanted to break out of that post-Victorian mold. She saw to it that cosmetics was socially acceptable, pioneering the idea of the Total Look - coordinated colors for the eye, lip cheek and nail. She brought rouge and tinted powder from Paris and introduced the new concept of eye make-up. By the 1930s, the three American names known in the world was Singer Sewing Machines, Coca-Cola and Elizabeth Arden. AS the world changed, and as World War II began, she showed the working women how to apply make-up and dress appropriately for their careers. She knew what women wanted and needed, adapting to the changes of society.
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