The Flawless Face
Make up was one method women used to try to create a new–and perhaps better–version of themselves. Make up served as a safety blanket for many women because it was thought to provide an extra boost of confidence by hiding impurities. Magazines implemented marketing strategies that were directed at women's insecurities and were profitable. As you can tell from the advertisement below, women were socialized to believe that having impurities–or at least allowing them to be seen–was an indication of weakness. They were also considered unattractive.
In the novel, Anne is introduced to the extravagant use of make up when she begins hanging out with Allen Cooper. She meets Adele, who is an entertainer that wears heavy makeup on stage. Throughout the book, female characters talk about using make up, false eye lashes, and other ways of enhancing their natural beauty to attract positive attention from others, especially that of romantic interests. Adele apologetically tells Gino, "I powdered it down and took off my false eye lashes. I didn't want to miss anything and it takes so long to get this off and put on a new face" (60). The phrase "a new face" implies that makeup is somewhat like wearing a mask.
Surprisingly, by the end of the novel, Anne notices how she has changed, commenting that “she felt undressed without the subtle pancake, the eye shadow and mascara” (320). Again, this reflects how make up allowed women the freedom to create different appearances and identities for private and public life.
Many women created different versions of themselves depending on the occasions and/or social settings they may encounter. Typically, women had a completely different physical appearance (and perhaps an identity to match) when in public or social spaces versus when they were in private spaces. This reality is depicted in The Cosmo Girl's Guide to the New Etiquette, which includes various articles originally published in Cosmopolitan Magazine from 1965 to 1970 that are split into two parts: the private you and the public you.
"Why I Wear My False Eyelashes to Bed"
by Laura Cunningham, Cosmopolitan (1968)
'Good' Grooming is 'Good' Manners
At the time, it was common for women to use a variety of products that were sold based on promises of looking younger, thinner, etc. in an attempt to fit the unrealistic standards of technical beauty enforced by the media and entertainment industries.
“Buy a new dress, have your hair done–or do any of the wonderful things a beautiful girl should do.” (37)
“Anne managed to conceal her shock at Neely’s transformation. She had gained weight, her face looked puffy, and even though she wore an expensive suit, she looked seedy. Her nail polish was chipped, there was a run in her stocking, and she seemed rumpled.” (301)
This quote comes from the part of the novel when Neely is a star in Hollywood but her life is in shambles. The fact that her life is a complete mess is epitomized in her physical appearance as Anne's reaction suggests. This raises the idea that, although movie stars were expected to be pristine in their appearance at all times, they had a lot of troubles behind the scenes in their attempt to project constant perfection.